Symmetry? Asymmetry? That Is the Question

Preappoved

Massey’s preapproval for credit is asymmetrically balanced in font size and placement of text and images on this page. The visual weight is heavy slightly above the center of the vertical center of the page and at the bottom. The weight of the black text varies against the weight of the non-black text.

Discover

Another cry to extend credit has my eye reading from top to bottom in a straight line; left to right. The shape of the page is rectangular. The text sits squarely in a vertical row. And though the fonts are different colors there is symmetry as to which words are darker. This request is symmetrically balanced.

Pop-Tarts

This push of sugar captures our eyes with a symmetrical balance of words and images. Again we are lead top to bottom and left to right. Though the fonts have different weights, overall the balance of all items is symmetrical. If you look closely, you can almost envision 3-4 scoops of ice cream (less, sugar, sweet) sitting in a cone (“introducing” to “Ice Cream Shoppe”).

Sauza

Again, this week Sauza fits the bill. The visual weight of this layout has a sharp contrast between the poured liquid and the text at the top and bottom of the page. The liquid creates a clear sense of movement. As well, the isolation of the liquid in the middle of the page leads to an asymmetrical balance.