Hierarchy 

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hierachy in design:

Hierarchy in graphic design refers to the way that elements within a design are organized and prioritized. It helps to guide the viewer's eye and communicate the most important information first. By using hierarchy, designers can effectively convey their message and create a clear and cohesive visual experience.

There are several ways to establish hierarchy in graphic design, including size, color, typography, and positioning.

Size: Larger elements tend to grab the viewer's attention first, so designers often use size to indicate the most important elements in a design. For example, a company's logo may be larger than the supporting text on a business card, to make it clear which brand is being represented.

Color: Different colors can also be used to establish hierarchy, with brighter and more vibrant colors often grabbing the viewer's attention first. For example, a designer may use a bright yellow color for the main headline of a poster, while using a more muted color for the supporting text.

Typography: The typeface and font size of text can also be used to establish hierarchy. Bold or italicized text, for example, may be used to draw attention to certain words or phrases. In a brochure, the main heading may be in a large, bold font, while the subheadings and body text are in a smaller, less prominent font.

Positioning: The placement of elements within a design can also contribute to the hierarchy. For example, an image that is placed at the center of a design is more likely to be noticed first, as it is in a more dominant position. In a magazine layout, the main article may be placed in the center of the page, with supporting images and text placed around it.

One example of hierarchy in graphic design can be seen in the layout of a website. The main navigation menu is typically placed at the top of the page, and the main content is placed below it. This hierarchy helps the viewer to understand the structure of the site and navigate it more easily.

Another example is in the design of a package. The brand name and logo are typically placed in a prominent position, such as the center or top of the package. Supporting information, such as the product name and description, is then placed below or to the sides of the main brand elements.

Hierarchy is an important concept in graphic design, as it helps designers to effectively communicate their message and guide the viewer's eye through the design. By using size, color, typography, and positioning, designers can create a clear and cohesive visual experience for their audience.


Manipulating hierarchy in graphic design is an excellent way to show how the elements of your piece interact together, calling attention to the most important elements and minimizing the focus on other, less-critical elements of the design. By understanding hierarchy and how it pertains to your piece, you can create more effective designs that are more likely to appeal to your audience.

What is Hierarchy in Graphic Design?

Hierarchy in graphic design utilises several key principles, including size, colour, contrast, alignment, repetition, and brightness, to emphasise certain characteristics of the design. It controls those factors in order to show importance within the design as a whole.

Why is Hierarchy Important in Graphic Design?

By understanding hierarchy, you can better understand how to draw attention to specific elements of your piece. If you overemphasise a background element, for example, it may draw attention away from the part of the piece that you most want your viewers to take in. On the other hand, by utilising hierarchy properly, you can show users exactly what you want them to pay attention to, keeping their eyes on the most critical element of the piece.

Utilising Hierarchy in Graphic Design

As you put together your design, there are several key elements that you will want to consider. Keep in mind that many of these elements may depend on the overall structure of your piece and the elements you most want to draw attention to.

Color

Most often, bright colors draw the eye and keep the viewer's attention. By emphasising the color of a specific object or objects, you show that you want the viewer to take note of those items. Sometimes, this is a relatively subtle effect: one specific item that is only a little brighter than the others in the frame or that is a specific color while others are not. Other times, you may use a dramatic effect: one pop of color in an otherwise gray or mono-color piece, for example.

Size

Large objects are more likely to draw the eye and take on more attention in the viewer's mind than smaller elements of the design. Sometimes, you may want to highlight specific parts of your design by making them larger than the others.

Alignment

The position of an item in your design can help draw attention to it. For example, you might use the rule of thirds to make a specific element of the design pop or place the subject of your image front and center.

Repetition

By using a similar pattern or object over and over, you increase its importance and draw more attention to it. Through repetition, you can emphasise certain specific elements of your design.

Proximity

Keeping items close to one another in your design may show that they're related. By placing text next to an image, for example, you usually show that the text is related in some way to the image. Likewise, placing two pieces side-by-side may cause the audience to connect or compare those elements, depending on the design element and how they are otherwise emphasised.

White Space

Using white space, or blank space, around a particular part of a design element often draws more attention to it. Effective use of white space can help establish importance in your design. A lack of white space, on the other hand, can pull elements of the design together.

Conclusion

Creating effective graphic designs involves a high degree of attention to hierarchy and importance within your design.