Composition in visual art does not occur by chance; artists strategically work to create a composition that directs the attention of the viewer and conveys a particular meaning. Through visual hierarchy, graphic designers can create effective and impactful designs, allowing them to share vital information in a way that is visually appealing.
Understanding Visual Hierarchy
Considered one of the key principles of visual design, visual hierarchy plays an essential role in the graphic design field. Anyone who intends to specialize in graphic art or work as a graphic artist should develop an advanced understanding of visual hierarchy and its role in this creative and dynamic field.
What Is Visual Hierarchy?
Visual hierarchy is defined as the process of arranging information within a design in order from most important to least important. In graphic design, visual hierarchy creates a sense of order and enables users to easily navigate the design to glean the information they need.
Why It Matters
Graphic designers and illustrators need to be able to use visual hierarchy expertly because:
- It directs the attention of the user.
- It improves the composition of the graphic.
- It ensures that the user is able to track elements in the correct order.
Core Principles of Visual Hierarchy
While other forms of visual art are created as vehicles for representation or expression, graphic design is a visual art that is commonly used as a communication tool. Thus, visual hierarchy is used within graphic design to effectively communicate with the target audience. Main principles of visual hierarchy include:
Size and Scale
Size and scale are used to convey the importance of particular elements within a design. For example, a graphic designer creating an advertisement may make the price of the product larger in order to attract attention and ensure that the target audience quickly sees the cost.
Color and Contrast
Both color and contrast play a pivotal part in visual hierarchy, as these elements can have a significant impact on the user experience. Naturally, people will be attracted to specific colors, so graphic designers must be able to leverage the power of color psychology within their designs. For example, the color blue may be incorporated to create a sense of peace or tranquility, while orange may be used in contrast to draw attention to another area of the design.
Position and Alignment
Position and alignment can help create a structure for the design. Given that graphic designs are primarily used as communication tools, it’s crucial to be aware of the impact that position and alignment can have on a design’s success. Similar to reading a book, many people will naturally scan a design from the left to the right, so graphic designers should often position the most important elements in the design according to this pattern.
Typography and Font Weight
Typography hierarchy refers to the visual organization of written content within a design. According to Smashing Magazine, hierarchy in typography is a concept that is exclusive to the graphic design field — requiring aspiring graphic designers to study it closely and to practice working with various fonts and font weights throughout their careers. Variables that should be considered when choosing typography for a particular graphic design include:
- Proximity within the font
- Font weight
- Font size
- Font color
- Visual punctuation
Negative Space (White Space)
Negative space, also commonly referred to as white space, is the space that exists around the focal point of the design. While negative space in design may seem like it lacks purpose, it actually has a central role in the user experience. Graphic design tips that can help you improve your use of white space in design include:
- Use negative space to your advantage in order to guide the user from one design element to the next.
- Utilize the proper ratios to avoid creating a chaotic or unorganized design that is difficult to digest.
Techniques for Building Effective Visual Hierarchies
Relying on the leading web design principles and practicing building visual hierarchies throughout your career, you can perfect the art of leading the user from one element to the next. Consider these layout design tips and improve your visual hierarchies by:
Establishing a Clear Focal Point
Every graphic design element, regardless of its size, scope, or intended purpose, needs to have a clear focal point that attracts the attention of the user. You can create a focal point in design through the use of visual weight. Ideally, any graphic design element will have three different levels of visual weight, with the largest item being the focal point of the piece.
Using Repetition and Rhythm
Repetition and rhythm can create emphasis within your design, encouraging the user to focus on key elements. For example, you can use the repetition of specific fonts or colors within a design to create a coherent graphic that is easy to scan and digest. In addition, you may leverage both repetition and rhythm to stress essential elements within the design so that users can quickly access the most critical information.
Visual Weight and Balance
Along with helping establish a focal point for your piece, visual weight can yield a sense of balance and harmony within a design when executed strategically. As defined by Smashing Magazine, this is “a measure of the force that an element exerts to attract the eye.” By creating different levels of visual weight, you can gently guide the user through the design while creating a visually appealing and engaging piece.
Applying Visual Hierarchy Across Design Fields
Visual hierarchy can be applied across several design fields, including:
Graphic and Web Design
The fields of graphic design and web design both rely heavily on visual hierarchy in order to display information in a way that is digestible and visually appealing. Visual hierarchy enables graphic designers and web designers to guide users and direct them to the most pivotal information, allowing for a seamless experience.
Illustration and Fine Art
While illustrators and artists do not always use their art to communicate with people, they are often hoping to convey meaning. As a result, visual hierarchy is widely used to direct the viewer to the focal point of the piece — and to encourage them to navigate to the key details that are strategically included in the composition.
Editorial and Print Design
In the editorial and print design sector, graphic designers leverage the power of visual storytelling in design by using creative techniques that allow the reader to access the most important information first. Guided by visual design principles, they can create a print product that attracts the attention of readers and provides them with the most relevant information as quickly as possible.
Common Mistakes and How to Avoid Them
As you seek to improve balance and proportion or incorporate other components of visual hierarchy, you may inadvertently make mistakes that can compromise the final design. Among the most common include:
Overcomplicating the Design
Hierarchy in graphic design is best achieved through simplicity. Remember that white space in design adds value, particularly when you are trying to prioritize particular components of the design.
Misusing Color or Typography
Typography errors — such as trying to use too many fonts or choosing the wrong font colors — are incredibly common. You can avoid these pitfalls by choosing two to three primary fonts to use and being extra mindful about font weight and space when working to establish a visual hierarchy.
Ignoring User Behavior
Graphic designers can easily become so consumed with their composition in visual art that they forget about the needs and preferences of the user. However, user experience should be a high priority when creating a visual hierarchy, so always consider user behavior when making design decisions.
Real-World Examples and Case Studies
In addition to studying the visual design principles that anchor the graphic design field, you may also explore and evaluate case studies to better understand the real-world applications of visual hierarchy.
Effective Website Interfaces
According to the Design Rush, the best interactive website designs are engaging and organized, effectively delivering content through entertaining design elements. For example, Spotify relies on visual design principles to create a dynamic user experience that is tailored to the individual needs of the user, allowing people to quickly access the music that interests them most.
Poster and Advertisement Designs
Visual hierarchy is essentially a requirement for anyone creating a poster or advertisement design, as the sole purpose is usually to promote a product, service, or event. Graphic designers who create movie posters have to use typography hierarchy to quickly convey information about the movie’s tone, plot, location or time period. For instance, the movie poster for the 2018 Oscar-nominated film Dunkirk used line weight and kerning to attract the attention of moviegoers.
Branding and Packaging Design
Designers who focus on branding and packaging design have to utilize the key principles of visual hierarchy to create product packaging that informs the consumer but also motivates them to make a purchase. For example, BRIANNAS Home Style Dressings utilizes labels that rely more heavily on images to provide product information than typography. The labels are similar from one dressing style to the next, creating a sense of brand consistency. The only aspect that changes is the large image in the center, which features a food item that highlights the flavor of the dressing.
Explore the Role of Visual Hierarchy in Graphic Design at Rocky Mountain College of Art + Design
As one of the fundamental visual design principles, hierarchy plays a powerful role in graphic design. At Rocky Mountain College of Art + Design, we offer an on-campus Bachelor of Fine Arts in Graphic Design as well as an online Bachelor of Fine Arts in Graphic Design degree, both of which feature a rigorous, skills-based curriculum focused on modern graphic design techniques. Graduates from this program can walk away with an advanced understanding of visual hierarchy in design to create cohesive and effective graphic illustrations throughout their careers. Request more information about our fine arts degree programs today.
