There are major problems with the ad on the left. All capitals, no grouping, all centered, too many eagles, and an overkill border all make for a hard-to-read and somewhat boringingly symmetrical piece. The ad on the right incorporates all the design principles we're studying:
  • Contrast - a thick sans serif font for display type with a serif body font
  • Repetition - repeating the thick company name typeface for the phone number
  • Alignment - left alignment instead of automatically centering everything
  • Proximity - grouping information into logical sections

The white space that results from proper grouping actually helps catch the eye, especially on a busy yellow pages or newspaper page full of other ads.
 

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