There are 6 elements that are used in order to have a good design. The six elements are line, shape, size, colour, value (contrast), and texture. Each of these elements is used to create an image that is pleasing to look at as well as to convey a message to the viewers. I choose this poster as an example to explain further regarding the 6 elements of design. Lines can be used to emphasize, setting particular information off in busy composition and drawing the eye to a particular area. Lines can be curvy, zigzag, implied, or dotted. The designer applied the lines element at the background of the poster in order to let the viewers feel the retro vibes. Shapes is an enclosed space defined by lines or in contrast to its surroundings. They can be geometric (square, triangles, etc) or organic (a speech bubble, a blob, etc). Shapes can either enhance an object or move the viewer's eye through and around the design. In this poster, banner ...
What does it mean? From my understanding, the message of this quote is that Leo Burnett is about to explain how to make an ad effective in a simple and understandable sentence. Nowadays most of the ad usually uses simple design in order to make the ad looks more attractive and easy to remember. When there is too much information or message in an ad (clutter), it will be much harder for the consumer to understand the message of the ad. Other than that, in designing an ad that involves typography, do make it fun by playing with some colours, fonts and positioning so that it will look more inviting and also can easily be remembered by the consumer. 
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