For this reverse engineer project, I found a short video ad from Canva. This was a sponsored Facebook post that was encouraging people to use their website because of its good design and easy interface. They were appealing to the seascape principles of belonging (a community of people with similar needs) and the value of a beautiful and functional website.

This is a screenshot from the video and it uses design principles in an interesting way. 

Typography is one way that this video appeals to its audience. The main text at the bottom is large and draws the eye because of its contrast from the bright colors. It uses a San Serif font that is easy to read, but quite plain. 

On the other hand, the small text in the example post is decorative and contrasting. There are two different fonts, both of which are more visually interesting. This contrast suggests that the post is exciting and cute, while the person creating it is in control of the situation. 

Color is another way that unity is created throughout this design. There are a lot of bright colors going on here, but some repeated hues keep the whole thing tied together in a cohesive way. Yellow, pink, and green/brown shades run throughout the background. This repetition helps those pieces fade to the back while the blue of the post and the woman's skin tone form focal points of color. 

Finally, the rule of thirds is used effectively in this design. Nothing is perfectly centered here and there are good focal points at the intersecting corner. The woman's face is in the top left, while the bespectacled glass is in the top right. The bottom text also falls along the lower horizontal plane, which distances it from the others, but still keeps it aligned with the rule of thirds. 

This video's purpose is to persuade people to use the Canva service in their lives. They want their brand to appear as trendy, visually pleasing, and easy to use. The design principles evident in this screenshot display these qualities. 

The typography guides the eye to the clear, legible text first, then on to the smaller, fun text second. The limited color palette with unique focal points creates a sense of visual interest. The rule of thirds keeps everything aligned properly and avoids the pitfalls of center alignment.