This design is trying to get you to look around yourself and see that everything is basically made from graphic design like ads and magazines and billboards, etc. The color theory they are using is mostly cool colors and monochromatic because there are multiple shades of purple. There is a really dark shade in the very backround and a lighter shade in top of that and the words are lighter shades of purple. This piece is balanced because of the words that are lined up differently but they balance each other out. The balance type of this piece is asymmetrical because there are huge words and then below that balance out the larger word. This font is Serif because it does not have any little lines connecting to bigger ones in each letter. I would use Sans-Serif in books because it is easier to read on print and I would use Serif for typing on a computer or other technological device because the computer picks up less dots per inch.