This image is geared toward gamers, especially fans of the first Borderlands. It appeals to people who like shooters because of the obvious gun imagery. The aim is, of course, to get people to buy Borderlands 2. There is conceptual repetition in this design because it plays on the box art for the first game, with the Psycho using finger guns to shoot himself in the head, and a different image making up the blood spatter. This image, while not perfectly symmetrical, uses symmetrical balance. The iconic Psycho and the title are centered; they’re the ultimate focus as the eye is drawn to the center of the image. A finger gun on each side, blood spatter on each side. Within the blood spatter, the right seems slightly heavier, which places focus on the main playable characters in the game. This interests returning players because they are different characters from the first game.
The whole image says three things: First, that this is a sequel to a popular game, to get you excited if you recognize it; second, that it’s a shooter, to pique your interest if you didn’t play the first one; and third, that this game looks much different from most shooters and has a radically different art direction from the mainstream. The symmetry is mostly playing on the “2” because it’s a sequel, but using two blood spatter images gives a chance to hint vaguely at the story: the folks on the right are fighting the guy on the left. The slight asymmetry in the image—the blood spatter, the slanted text, the Psycho’s tilted head—keep the image from feeling too orderly, which keeps the whole thing interesting. The game comes off as fun and exciting, especially to those familiar with the franchise.