The Role of Visual Hierarchy in Effective Graphic Design

Designs that are able to lead the viewer’s eye through their composition are all examples of the use of visual hierarchy in graphic design. Hierarchy is a design principle that establishes which elements in a composition will be seen first, which secondary information will be perceived next and how the remaining design elements will follow from there. A design without hierarchy can look busy because every element appears to be competing equally for the viewer’s attention.

On the other hand, a design with hierarchy is structured and organized, making the information being presented easy for the viewer to comprehend. Visual hierarchy is what separates an assemblage of design elements into a cohesive graphic design. This principle is used to organize the information in a design into different levels of importance. When designing with hierarchy, one must first determine the most important element in the composition. Once the most prominent item in the design is determined, the other elements in the composition must all be arranged to support this element rather than to compete with it. Hierarchy in design is achieved by size, contrast, placement, and emphasis.

The elements in a design that are larger are naturally more noticeable than items that are smaller. Larger elements grab the viewer’s attention first and smaller items serve as secondary information. The use of contrast in a design is another way to guide the viewer through a composition. Color, weight and brightness can be used to create contrasting elements in a design. Contrasting elements are those items in a design that stand out from the rest because they appear different from the surrounding design elements. A design element with a bright color is more noticeable than one without a bright color. A bold graphic is more noticeable than one that is not bold.

The same is true for elements with a high level of brightness. By introducing contrasting elements in a design, the viewer will notice them first. The amount of space between and around objects in a design also contributes to hierarchy. Negative space in a design refers to the open space that is left around and between design elements. The amount of negative space in a design can make the design elements in it stand out or get lost. When items in a design are spaced too close together, they can run together and become confusing. When too much negative space is used in a design, it can cause design elements to appear as though they are floating around the composition. Spacing can contribute to the visual hierarchy in a design by separating items that are more important from those that are not as important. In designs where text is present, hierarchy is also established through the use of typography.

Different font sizes, weights and styles can be used to differentiate between primary information and secondary information. Headlines and subheadings in a text body separate primary information from secondary information by creating contrasting text. Headlines and titles are more prominent than body text and stand out as such when viewed. It is common to see titles and headlines in a larger, bolder font and/or a different color than the body text. Body text is often smaller and of a lighter weight than titles and headlines. These consistent typographic patterns establish a visual rhythm that makes it easy for a viewer to read. Body text can be several paragraphs long, but the established visual rhythm makes reading the text easy and effortless. Visual hierarchy contributes to great graphic design by establishing a visual structure that makes the design cohesive.

The use of hierarchy guides the viewer’s eye through a composition by drawing attention to the primary information first and the secondary information second. The viewer does not need to decipher the message of the design because the visual hierarchy establishes a clear structure for the viewer to follow. When visual hierarchy is used successfully in graphic design, the design has the ability to communicate its intended message clearly and effectively.