Composition & Layout
The way elements are arranged to guide the viewer’s eye across an image.
Composition
Warm hues like red and yellow often create this feeling.
energy or passion, anger
A camera shot that looks up at a subject to show power.
low-angle shot
The repeated use of a symbol, colour, or image throughout a campaign.
Motif
When an ad aims to make the audience feel compassion or sadness.
Pathos
When the most important element is made larger or placed centrally.
focal point or emphasis
Cool colours like blue and green usually evoke this mood.
Calmness or sadness
A camera shot that looks down to make a subject look weak.
high-angle shot
A visual that represents an abstract idea (e.g. a dove for peace).
Symbolism
A humorous or relatable image that builds connection.
Appeal to humour or relatability
The visual weight and arrangement that keeps the design steady or even.
Balance
Using light and dark shades to highlight or hide parts of an image.
Lighting, shadow, shade
A close-up shot is often used to show this.
an emotion
The use of words that appeal to emotion or logic alongside visuals.
Persuasive language (logos, ethos and pathos)
When an image inspires trust by showing professionals or experts.
Ethos
When elements are deliberately placed to create movement or direction.
Vector or line
The use of symbolic colours to represent ideas
colour symbolism
The use of distance to include background and setting.
long shot
Words like “Join us,” “Take action,” or “Get involved” that command or encourage the audience to act.
Imperatives or Call to Action
When logic, facts, or evidence are used in visuals to persuade.
Logos
The visual contrast between elements that makes one stand out.
Contrast
When colours contrast sharply to catch attention.
Contrast or complementary colours.
The way the camera’s position shapes our relationship to the subject.
Perspective
Words like “we,” “us,” and “our” that make the audience feel included and connected.
Inclusive Langauge
A short and memorable phrase used to promote a brand or idea.
Slogan