Contrast

The above photo shows a series of billboard advertisements for the Smart Car. But unlike most oversized billboards we see while driving, these billboards are tiny. Contrast in dimension is used in these designs to make a statement about how small the smart car is. Rather than placing a poster in high traffic areas, Smart Car used an advertising medium that we almost always experience in a much larger way, effectively challenging the harmony of what we are seeing. The smart car is probably the smallest vehicle on the road today in the U.S., and I'm guessing these are the smallest billboards out there as well. The juxtaposition of the tiny billboard and the lamp posts, trees or people in the background create intrigue. The intent of this design should be obvious to anyone familiar with the Smart Car. Given the fact that billboards are costly, this advertising alternative might be solving a problem with the company's budgetary concerns as well as showcasing a creative campaign.   

The above book title utilitzes contrast in color, but the design lacks the attractive quality needed to grab browser's attention. Although the color combination is somewhat complementary, it the tone of the green and yellow do not create a "pop out" feature. The inclusion of the line and small rectangle in the center of the page, in the same colors as the title and author, add confusion to the overall design. How does the yellow rectangle relate to the title and the line to the author? Although the book is about ethics, it is related to the field of graphic design and should reflect a clear message that is aesthetically pleasing. We want the yellow and green to have meaning in combination with the objects in the center of the page, but there isn't any obvious meaning. The intent of the design is unclear and our focus is lost in trying to understand. A revised color scheme could definitely improve the cover, but the shapes still contribute to an ambiguous image.