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Color: Black and white create<br />
contrasting forces (good and evil)<br />
Relatable: Lack of color creates less<br />
relatability to the company<br />
Appropriate: Clean look often found in<br />
medical field<br />
Symbolic: Shape relates to pill form<br />
Proportional: Balances positive and<br />
negative space<br />
Memorable: Lacks stylization<br />
Universal: Culturally represents<br />
opposition, Yin and Yang<br />
Simple: Design allows easy legibility
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