The Complete Graphic Designer

Page Layout & Design

83

Creating Visual Hierarchy

A giant gift resembles the front of a

cruise ship in this poster promoting

a toy drive for cruise line employees.

Design: Greteman Group

Visual Hierarchy

Once the designer has garnered the attention of

the viewer and drawn them into a page layout, it is

important that they remain engaged in the piece. By

determining the order in which page elements are

best perceived, the designer can guide the viewer’s

eyes around the layout from the most important to

the least important pieces of information. This pro-

motes effective communication and comprehension

by the viewer.

Compositionally, visual hierarchy is achieved by con-

trasting elements on a page. Contrast in size, shape,

and color determine the order in which the reader

perceives and then digests the visual information. If

all elements are the same size or similar in color, there

will be no logical progression for the viewer to follow,

which may result in confusion or frustration. Typically,

the largest item on a page or spread will be the fi rst

to be read, but this is not always the case—a small red

dot on a dark background can be just as effective at

catching the attention of the viewer. The hierarchy of

the page should logically present the information.

Some ways of creating dynamic compositions

that use visual hierarchy are:

1. Size: Larger elements appear to be in the

foreground and closer to the viewer; smaller

objects appear to be in the background of a

piece and therefore appear less prominent or

important.

2. Shape: Unique shapes within a layout draw

attention. If square or rectangular copy blocks

are used, incorporating a circular element or a

free-form shape will break the monotony of the

piece and draw the viewer’s eye to that object.

3. Color: Warm colors such as red or yellow will

pop off the page and look as though they are

in the foreground. Cooler colors appear to

recede into the background.

4. Contrast: Creating contrast between two

or more elements draws attention to them.

Large shapes or text placed next to smaller

elements create a dynamic relationship that

pulls those objects closer to the viewer.

5. Movement: Creating a logical sequence or

order within a layout guides the viewer’s eyes

from one element to the next and creates a

strong visual hierarchy. Arrows, rules, or Ge-

stalt principles such as similarity or proxim-

ity may also achieve this goal. Avoid leading

a viewer’s eye off of the page to keep them

engaged with the piece.

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p062-083_Text file_.indd 83CGD p062-083_Text file_.indd 83 1/20/09 9:25:07 AM1/20/09 9:25:07 AM

This ad campaign effectively communicates the

product and its attributes even though very few

elements appear on the page. Instead of lengthy

copy or headlines, it relies on visual metaphors to

compare the Sparks energy drink with batteries

that power and boost performance.

Design: Turner Duckworth

Clean layouts and clear organization of content

allow readers of this Department of Health An-

nual Report learn more about the state of health

in England. Cyan-colored text highlights key

points on each spread, while easy-to-read charts

and striking photography emphasize the copy.

Design: CDT Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p084-111_Text file_.indd 84CGD p084-111_Text file_.indd 84 1/20/09 10:35:48 AM1/20/09 10:35:48 AM