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Visual HierarchyVisual HierarchyThe study of the relationships of each part to the other parts to the whole.
When elements have similar characteristics, they have equality in the visual hierarchy.
When they have contrasting characteristics, their differences enable them to take dominant and subordinate positions in the composition.
It is the designer’s responsibility to carefully consider the relative importance of each element in the message, the nature of the reader, and the need to create a cohesive arrangement of forms within the typographic space.
Visual HierarchyVisual HierarchyContrasts are made to stress the importance of each element.
Contrasts can be made by making changes to the following elements:
• size • weight • color • spatial interval
Contrasts create a rhythm that will move the reader from element to element
Visual HierarchyVisual HierarchyNo Visual Hiearchy
• style, size, color, weight and spacing are consistent.
• Results in an even texture and tone.
• Visual Hierarchy is almost non-existent.
The Modern Literature Society
presents a lecture
by Raoul Ramirez,
Professor of Literature
Santaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchySpace
Spatial interval equal to one line space separates the title from other info.
= more contrast
The Modern Literature Society presents
a lecture by Raoul Ramirez,
Professor of Literature
Santaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchyWeight + Space
Title set in bolder type further separates it from the overall tone and texture
Increases hierarchical contrast
The Modern Literature Society presents
a lecture by Raoul Ramirez,
Professor of Literature
Santaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchySize + Weight + Space
Changes in size and weight of the title make it even more prominent in the
visual hierarchy.
The Modern Literature Society presents
a lecture by Raoul Ramirez,
Professor of Literature
Santaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchyColor and Value
Color or value to create another level of contrast that can be controlled to
order the visual hierarchy.
The Modern Literature Society presents
a lecture by Raoul Ramirez,
Professor of Literature
Santaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchyVariation and Subtley
Two sizes and three weights
Create subtlety and variety within the composition.
The Modern Literature Society presents
a lecture by Professor of Literature
Modern Hispanic Poetry
Raoul RamirezSantaneo State University
Modern Hispanic Poetry
7:30 pm March 23
The Humanities Center Auditorium
Admission is free
Visual HierarchyVisual HierarchyExtreme Variations
Diagonal position of the title increases its prominence in the space.
The smaller type elements align with the title’s baseline and posture, unifying
the composition.
The Modern Literature
Society presents
a lecture
by Raoul Ramirez Professor of Literature
Santaneo State University
Modern Hispanic
Poetry
7:30 pm March 23 The Humanities Center Auditorium Admission is free
Visual HierarchyVisual HierarchyExtreme Variations
Extreme contrasts of type size and weight increase visual hierarchy legibility
from a distance.
The use of spatial intervals and grid structure can be used to add contrast
The Modern LiteratureSociety presents a lecture
7:30 pm March 23The Humanities Center AuditoriumAdmission is free
Santaneo State UniversityProfessor of Literature
Raoul RamirezModern Hispanic Poetry
Visual HierarchyVisual HierarchyReversing Type
Reversing the title from a black rectangle heightens contrast and increases the
visual hierarchy.
A ruled line separates the secondary type into two zones of information.
The Modern LiteratureSociety presents a lecture
7:30 pm March 23The Humanities Center AuditoriumAdmission is free
by Raoul RamirezProfessor of Literature Santaneo State University
Modern Hispanic Poetry
Visual HierarchyVisual HierarchyComplex Hiearchy - news sites
Visual HierarchyVisual HierarchyPromotional
Typefacesizeweightstyle
spacecolor
add contrast
Visual HierarchyVisual HierarchyCreate Visual Hierarchy of Text using Typographical Controls
= Working with Contrasts
Typefacesizeweightstyle
spacecolor
