JWT, Chile

The first example shown here, an advertisement for scrabble, conforms to the conceptual approach to design. It is minimalistic, yet very effective in communicating its message. Only two elements form the visual hierarchy - the image of the guitar, and the word "scrabble". The image speaks so well for itself that it takes up most of the advertising space. The message becomes clearer by the placement of the word scrabble, centrally in the lower part of the poster. It immediately gives context to the image and creates a pun.

Saatchi&Saatchi Simko, Geneva, Switzerland

This second example conforms to the expressive approach to design. I think it is a gorgeous piece of advertising formed around a very clever concept. It is from a series of poster that depict hands painted to look like different animals. The viewer's eye is immediately drawn to the vivid colours used to create these animals. After studying these hands our eyes are drawn upwards to the WWF logo (the intrusion of the white on the coloured background grabs our attention), which immediately accesses the emotional part of our brain. It is then that our eye is drawn to the message of the posters: "give a hand to wildlife". And subsequently the entire image is reinterpreted with this new understanding. The visual hierarchy is strong and well informed.