typography iispring 2007

T2 HIERarchy

hierarchy defined

a system or organization in which peo-ple or groups are ranked one above the other according to status or authority.

the arrangement of elements in a graduated series, from most prominent to least prominent, in an area of typographic space.

general

specific

the relative importance of each element in the message should be carefully considered. reader, environment, and cohesion of mes-sage are all important factors.

similar elements have equality in the visual hierarchy.

contrasting elements have dominant and subordinate positions in the visual hierarchy.

visual hierarchy

levels of contrast

visual hierarchy

harmony (or unity) should be carefully balanced with contrast, which adds vitality and interest.

visual hierarchy

counterparts

elements with similar qualities that bring harmony to their spatial relationships.

counterpoint

elements contrasting in size, weight, color, tone, shape, or texture. counter-point brings opposition and dissonance to a design.

two elements can easily exhibit attributes of counterpart and counterpoint simultaneously.

visual punctuation

like verbal and written punctuation, a designer may introduce visual punctu-ation to separate, group, or emphasize words or lines. this should clarify the reader’s understanding of the content and structure of the typographic arrangement.

visual punctuation

alignments

help to structure typographic space and create an underlying spatial order. figure/ground must be considered to provide balance.

visual alignments

visual punctuation