- Gestalt's Law of Closure: objects grouped together are scene as a whole
- the space between the caribou's body is overlooked
- Law of Pragnanz: reality is reduced to its simplest form
- rather than see a bunch of random shapes, we see it as a caribou and a coffee bean in the center
- Contrast: the black outline against the white background
- Fonts: although there are different fonts presented, they are harmonious
Mediocre Design:
- Color scheme: the colors are very neutral and do not stand out against each other
- Creativity: lacking any type of originality, it just represents the company's name and a coffee bean to signify they're a coffee shop
