Correspondence
Repetition of elements such as color, direction, value, shape, or texture creates correspondence among elements. Related to Correspondence is Continuity, which is the handling of these elements to create similarities of form.

Alignment
Visual connections are made between and among elements when their edges or axes align.

Flow
The arrangements of elements can lead viewers to read these elements in a particular order. This principle relates to rhythm, which is the sense of movement from one element to another.

We will look at how elements are organized in advertisements with specific case studies, focussing on three aspects:

-vectors and salience
-perspective
-framing
-product placement