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The Art of Type and Typography by Mary Jo Krysinski

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07.

Typographic Hierarchy

The purpose of typographic design is to organize all of the elements of a message into a unified and harmonious communication that allows the viewer to absorb the message in a logical order. This can be achieved either quietly by unifying similar elements, or more dynamically by using contrasts.

Visual hierarchy, grid structure, and context are the elements that form a composition and determine how well it conveys its message. Visual hierarchy refers to an ordering of parts that establish patterns similar to those found in nature and the arts.

Typographic hierarchy is established by the order of importance that elements are given on a page, based on their placement, size, and tone. Hierarchy determines what the reader’s ...

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