Have you ever encountered a poster, website, or advertisement that contains so much information it becomes confusing? For example, it is difficult to understand because there is no clear indication of which area should receive more attention. This scenario often happens when the visual hierarchy is disorganized and the main message is lost among all of the supposedly supplementary elements.
A compelling design will be able to draw the audience’s attention to the core message, allowing them to readily understand the extra information. So, this post will explain what a visual hierarchy is, the principles behind it, and how to use them in an effective and clean design.
Table of Contents
In graphic design, visual hierarchy is a principle that manages visual elements like texts, images, and colors based on their importance. This principle aims to guide the audience’s attention and make it easy for them to properly understand the information.
For example, a music poster will prominently display the event’s title in a large font size. The date and location will be in a smaller but still clear size, while additional details like guest stars, MC, and more will be placed in the lower part.
Without visual hierarchy, a design can look plain and confusing. Furthermore, your audience may not be able to tell which one is the headline, the main information, or just supporting elements. As a result, the message can not be delivered effectively.
Larger elements capture attention right away. They not only capture attention but also signify the significance of the content. Additionally, it is essential to focus on the image and element scale. The scale indicates what matters most. The main title of posters or web headlines stands out with a larger font size, creating a striking contrast against the supporting text.
Next up is the principle of color and contrast. The variation and contrast in color will effectively emphasize key elements, directing the audience’s attention to what truly matters. Take, for example, the CTA button on a website, such as “Buy Now,” which typically features a vibrant color. Additionally, consider utilizing warm colors such as red or yellow to create a striking effect, complemented by cool colors in the background for a captivating contrast. Remember, while it is essential to utilize color contrast, excessive use can overshadow the significance of your design elements.
Combining fonts of varying sizes in your design can effectively highlight the most important elements. The selection of fonts, their boldness, and overall visual styles have an important influence on the visual hierarchy. Texts that are bold or capitalized will be regarded as more significant than others. That’s the reason titles are often presented in bold and capital letters.
Layout is the arrangement of element positions in a design that affects the whole reading sequence. Elements placed in either the upper or center part will receive more attention than those in the lower part.
Adjacent components are often thought to be related to one another; thus, you can use them to organize relevant information. For example, in name card design, information such as name, job title, and phone number will be placed close together. Meanwhile, the extra components of the name card will be placed elsewhere. This design allows the audience to readily understand the information structure.
White space does not necessarily mean an empty, useless space. Instead, this space helps highlight the important elements, gives “breathing room” for the design, and reduces the crowdedness. In addition, white space helps your eyes rest and separates unrelated elements from the important ones (the opposite of proximity).
Visual flow is the pattern that represents the audience’s eye movement when seeing a design. Designers need to figure out visual flow to determine the audience’s priorities. For example, a website with an F-pattern layout requires attention from the top left to the bottom right. Understanding this movement allows designers to properly position their design’s key elements.
Understanding the basic principles isn’t enough; designers must also know how to apply them to artwork. The following are some practical strategies for creating a strong visual hierarchy.
The first element that attracts the reader’s attention is the headline or title. Use large letters and bold typography, and position them strategically, such as in the top section or the center. This allows the audience’s attention to focus on the main design before moving on to additional elements.
Contrast is a noticeable difference between two or more colors in a single design. It could be due to brightness or color wheel position. This differentiation is useful for establishing a strong visual hierarchy. Color contrast allows the audience to distinguish between the major and secondary aspects.
A grid is a set of intersecting vertical and horizontal lines used to help arrange and create design frameworks. Use the grid as a guide to arrange text, photos, and visual elements to give your design more structure.
Alignment is the placement of text and graphic elements that can create regularity, increase readability, and maintain professionality in a design. Besides that, alignment plays a role in maintaining the design harmony so that it is easy for the audience to follow the flow of information.
A call to action (CTA) is an element (such as a button or text) that encourages the audience to take specified actions, such as purchasing, joining, or subscribing. In both digital and print media, a CTA should be readily visible after the headline in a large font and surrounded by white space to make it easy to detect.
White space serves as an accent for crucial aspects, creating “breathing space” in a design. Make sure that no parts are too close together so that the design’s main message can be easily presented.
Examine your design again, make sure that the key elements are the first things that draw attention, and observe how your visual flow moves to other parts. This straightforward method helps to ensure that your design’s visual hierarchy goes as planned.
The visual flow on the website above follows the F-pattern, starting with the audience’s gaze at the large headline in the top left, then moving to the subheadline, following the hero/product visual, and ending at the contrasting CTA button. Supporting information such as features and testimonials is placed below with smaller typography. The appropriate use of white space makes the main message easy to understand. The CTA also stands out more with good use of contrast, increasing audience attention.
Festival posters should be readable even in just one glance. Thus, designers should apply the visual hierarchy effectively. In the music festival poster above, the title “Music Festival” is put in the center of the area with large typography and in the diamond element. That placement highlights the title and draws attention right away. The date and the event organizer’s name appear as the supporting elements, while the details of the event and location are put at the lower part with smaller-sized fonts.
After understanding what visual hierarchy is, you must realize that it is not just an esthetic element in design but an important foundation for conveying messages clearly and effectively. By understanding basic principles such as size, contrast, typography, layout, and others, designers can direct the audience’s attention according to the priority of information.
So, apply the principle of visual hierarchy in your design, starting with simple projects like posters or social media posts, and then observe how the audience responds to the differences created. Good design doesn’t just happen; it always starts with a clear visual structure.
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