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lack of symmetry makes the advert look more natural. It could be part of someone's home and leads a narrative. It also draws attention to the item being advertised and price.

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Companies use aspirational imagery to create want from the costumer

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Setting shows us what they are trying to sell (household items) so they've used a dining table

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Spacing shows us what we need to be focusing on.

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the contrast between the environment and the main item being advertised (Kaskog) allows the item to stand out and be the primary feature of the advertisement. Although it does stand out in terms of colour, it blends in enough to the scene to show the composition of the setting and versatility of their items appealing more to consumers.

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The simplistic yet effective style gives an overall professional look.

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The simplistic yet effective style gives an overall professional look.

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The setting of the whole scene shows how it  is a household item

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The setting of the whole scene shows how it  is a household item

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(Their aim is to sell things that are homely and make your house better)

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the candles in the middle of the image create a warm feel and blends well with the natural colours

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the candles in the middle of the image create a warm feel and blends well with the natural colours

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The lack of symmetry with the table/people heavy left side and the more quiet right side

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The Fonts that is used by IKEA are iconic to its branding, it represents the wideness of its audience and the ideology of it being welcoming and open new original modern designs

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High key lighting emphasises the positive atmosphere and reflects upon the title

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High key lighting emphasises the positive atmosphere and reflects upon the title

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By having the title big and bold, it draws people's attention so they know what it is about.

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By having the title big and bold, it draws people's attention so they know what it is about.

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Ikea is a lifestyle not just a brand, this is shown through the slogan "designed for people, not consumers" and the large photo appeals to middle age/family orientated people, soft colours are used to give the impression of a traditional lifestyle and candle light helps the people stand out, showing ikea is made for its target audience.

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The photo is angled in a way to make it 3D to draw the audiences attention. This could also make them feel more involved and paint a picture in their head of them and their friends around that table, which is good marketing strategy.

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Selling line is placed right under the masthead, so our eyes are instantly drawn to it after seeing it

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Rule of thirds - Where the products and

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The contrast of colour makes the text easier to read. Thats why the Main cover line is bright and bold.

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The darker wall contrasts with the foreground to allows the table set to stand out.

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The candle lighting on the table draws more attention to the products being represented

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Lines of text have company name as Masthead, stands out and draws attention because of the size and clearness of colour compared to image. The tagline is also closely after company name reinforcing what the company’s ethics and ideology is. Use of simple colours and clear text shows straight forwardness. position of text also clearly shows products they have and what they are promoting.

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The product and the logo at the bottom contrasts to the colour to the whole background which is very dull and grey to draw the readers attention to those specific things

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The product and the logo at the bottom contrasts to the colour to the whole background which is very dull and grey to draw the readers attention to those specific things

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The most important thing on the poster is the name , IKEA.

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allow items on sale to stand out

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It uses cold colours to contrast with the red cart they're trying to sell

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BOLD

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the size of the title signifies importance of the company

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The white text contrasts well with the darker background so it's easier to read.

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The proximity between the product and the people on the table creates an emphasis on the fact  that it is family friendly and reinforces the that it's for people

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The proximity between the product and the people on the table creates an emphasis on the fact  that it is family friendly and reinforces the that it's for people

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Other uses for the element and principle listed

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Other uses for the element and principle listed

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Size: Larger images will also help to show images that the publisher wants the reader to focus on, e.g. here with the table
Contrast: Has the same purpose, e.g. with the white title and the dark wall

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contrasted colours are easier to read, whilst creating a tranquil but neatly fashioned and happy mood throughout the connotations

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contrasted colours are easier to read, whilst creating a tranquil but neatly fashioned and happy mood throughout the connotations

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Simple 2D masthead, placed on the top. It's neat and minimalistic to fit Ikea's branding.

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The texture within the candle lit dinner sets an inviting tone and attracts people to the image. 

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The texture within the candle lit dinner sets an inviting tone and attracts people to the image. 

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A masthead is the title of a newspaper or magazine at the head of the first or editorial page.

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A design element and principle that help to attract readers

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A design element and principle that help to attract readers

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Element
Size: Larger pictures stand out and attract attention, e.g. here, the title
Principle
Contrast: Helps to highlight certain elements in a composition to draw reader's eyes to them, e.g. here with the red food carrier

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Use Design Elements and Principles to answer the following questions:

•How are design elements and principles used to:

•Convey brand identity

•Attract readers

•Effectively promote key features

• What representations are evident and how are they represented and why?