I just love this so so much. I love kitties. And I guess this is where I have some fun with the assignment. Of course I thought "balance" when I saw this. It may not be visual balance, but it's darn cute. They're balancing! Except for the top cat, which leans towards the Iams box, so that perfect balance is disturbed. And of course, your eye would go towards that box, which is exactly what this ad wants you to do.