In this example for the bikenyc campaign, the message is to leave the car at home and take your bike instead. To enhance this message the design been sharpened by tilting the text and giving it texture as if it was part of the pavement. I breaks away from the traditionally balanced and leveled properties of text, and creates an integrated, active visual within the photograph. This integration between the text and the road really works well to illustrate to the viewer that bikers belong on the streets. The birds eye perspective and the yellow taxis also work well to illustrate New York and gives the ad that recognizable and attention grabbing quality that is so important.
Here is an example from the New York State Department of Motor Vehicles where the visual syntax does not work well to communicate the message. The main message regarding Point Insurance Reduction Program as been transposed on top of the "&" symbol, obscuring the text and making it illegible. But the fact that this text is also placed to the left, and off center while there is still a lot of space toward the middle, makes the placing quite ambiguous and confusing. It offsets the balance in the ad and creates disharmony in a bad way. The addition of the photograph to the right in the ad has not been incorporated into the rest of the ad in a satisfying way, causing uncertainty as to how it fits in to the rest of the ad. It also offsets the balance and creates an illusion that the headline "NYS DMV" is not centered.
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