Visual Hierarchy · Page 1 of 7
How do you know what to emphasize?
The answer is simple: visual hierarchy.
By the end of this lesson you can
- Spot too much and too little emphasis, and recognize the F and Z patterns our eyes follow.
- Edit content down to a short headline that catches attention before the details.
- Use scale so the most important words shout and the rest whisper.
- Choose sans serif, serif, script or display fonts to give a design the right personality.
- Organize type into four levels: headline, subheadline, body copy and fine print.
A design without visual hierarchy is like a chaotic family reunion where everyone’s shouting at once and nobody knows who’s in charge.
Visual hierarchy brings order to the madness, like a superhero swooping in to save the day, cape and all.
In this lesson
Why does it matter?
Too much emphasis, too little, and just right. Plus the F and Z patterns our eyes follow.
What voices do you want to hear?
Content editing: catch attention with a short headline, then lead the eye to the details.
What does the voice look like?
Scale in typography: size gives your voice volume.
What’s the personality?
Font personality: sans serif, serif, script and display fonts, and when to use each.
Who do you listen to first?
Layout hierarchy: the four levels of type: headline, subheadline, body copy and fine print.
Test your knowledge
Five quick practice exercises. They are not graded.
© Created by Sara Rosenstock, Marietta College Graphic Design.