Contrast

Contrast that works:

Typography Hierarchy, Color, Grid, Negative vs. Positive Space.

In this example many of the contrast concepts are working together to achieve a purpose. The typography hierarchy and the negative vs. positive space work so well together that is all makes the main slogan "Yes We Can" jump out at us. The Grid layout of the smaller and bigger words give a sense of structure that is key to contrast working so well. There is a feeling of tension but also of unity. It all sharpens the idea of the slogan "Yes We Can" by incorporating the unity and tension in the "We". There is also the contrast in color. There are shades of gray arraying the whole gradient scale, but the same blue is used only twice. The contrast from the grey, to the bold blue brings forth the two most important messages. 

Contrasting the fails:

This is an advertisement for a tv show that has been cancelled already. The contrast is trying to make this ad interesting to look at but it becomes more of a hassel to read as you keep looking. They try to contrast it with the opposites of black and white. This may work but in this case the woman's black parts (her clothing) are just about the same size as the letters. I don't know if there is another letter i am not seeing. There are the letters themselves contrasting in size but are tough to read. The fox symbol and times as the bottom are nicely hierarchied but the rest of the contrasting features aren't sharpened enough.