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23. Make Use Of Repetition And Patterns

Repetition is a powerful tool in the world of design, especially when it comes to advertising. Creating a pattern of items, symbols etc. and then subverting it or adjusting it in some way is a strong way to create movement and meaning.

Check out this example for stationery brand Luxor that cleverly plays on the old adage “finding a needle in a hay stack” by creating a repetitive pattern of the word “hay”. This example draws attention and creates meaning through color, by highlighting the one subversion (“needle”) with color.

Patterns are great aesthetic elements, but subverted patterns are great elements for when it comes to sending a message. So, consider repeating an element and creating a pattern, and then subvert it in some way, change one piece of the pattern, take a chunk out, highlight a piece of it, do something unique to your pattern to create a strong message.