Hierarchy

This Pantene ad does a good job of using hierarchy, because the text successfully leads the reader's eye to the product.  The diagonal line stands out in it's white color, and the point directs you to the Pantene logo at the bottom right of the page.  The placement of the "Don't cut split ends, stop them" is appropriately placed in the center of the page, because readers don't usually start at the top of the page.  The logo is perfectly placed at the bottom right of the page, because this is where the eye will end up.  The use of color works well with the white and black shampoo bottle on the lower left hand side of the page.  Furthermore, serif text is used to create a sleek, clean look, making one think the product will make one's hair look shiny and clean.  The simplicity of this ad is fitting.  There is no need to over explain the Pantene product.  I feel the ad works. 

 

This next ad is done horribly.  There is nothing to lead the eye.  The only thing that stands out in this ad is the word cholesterol.  I will say that orange, being the color to stand out the most, is a good choice, but this good choice doesn't lead you anywhere.  There is no orange anywhere else in the ad.  The logo, even though located at the bottom right, has a color that does not draw the eye.  The font chosen for the text is very hard to read with white on a black background.  While reading this, my eyes were strained.  Overall, I feel there is too much going on in this ad.  I think it would have been more effective to make the ad with less text.  The text and lack of direction makes me wonder where to start first.

-Briana Bartel