Balance - The ad is not very balanced. The Shell symbols is greatly bigger then the car and the words just don't work with the picture size
Proximity - The ad is not compact in the least. Pictures are everywhere and the words just sort of float there
Alignment - There is not alignment in the sense of the word. Everything is just there.
Repetition/Consistency - The colors are the same in the ad. They are only red, yellow and black.
Contrast - The Shell symbol is bigger then the car so it tends to draw your eye to it
White Space - The yellow in the picture is the "white space". There is a lot of "white space" but it is splashy and random
Clown:
Balance - There is much balance in this ad. The 2 clowns at the opposite ends of the pageProximity - The pictures and text are close together and work in harmony to draw eyes to the ad.
Alignment - The text is placed so the pictures can be seen and yet the eye will move to the text to read, then back to the clown.
Repetition/Consistency - Red and white seem to be the main theme on the ad
Contrast - The white on top and red on bottom kind of makes you want to read the top then the bottom to avoid the red color on the bottom
White Space - There is not much "white space" on the page be the space there is is used wisely
