Rationale:

The Yin Yang in traditional and ancient Chinese medicine, good health is directly related to the balance between yin and yang in oneself. The Yin Yang is a universal symbol of balance nowadays. Using this as the central and lone icon for the poster puts emphasis on it. The use of the Yin Yang further emphasizes the importance of balance in life as it is a symbol and ideology that has been passed down and survived through generations/centuries. The background is white and simple. It does not distract the audience and it keeps the focus on the slogan and the Yin Yang. The white background and the black font parallels the Yin and Yang, consequently, emphasizing it yet again. The slogan “They knew it was the key. Why don’t we?” directly asks and interacts with the audience, making them question themselves and acting as a call to action. The slogan uses rhyme to further imprint itself in the audience’s mind.  

Rationale:

The tall cliff juxtaposed with the long and empty gap gives a sense of ‘nothing or all’ for the audience. It gives visual weight to the words “Rise High, Don’t Fall”. Mountains have long been a common visualization of the path to success. Juxtaposing the highest point with the potential for the long fall emphasizes the value of the words. It instills fear in the audience as it only allows space for two polarizing options. The top phrase "Balance enables Independence" uses rhyme and short length to further imprint itself in the audience's mind.