Hierarchy session & preparatory task

Hierarchy session & preparatory task

This session saw us look into the basics of hierarchy within typographic composition within design. Our previous task of creating 4 10cm x 10cm squares was used in a group format. We all chose the strongest outcomes that read 'The quick brown fox' in logical order. 

It was interesting to see the variety of outcomes using a range of weight, scale, rotations and positioning. The different types of compositions within the frame created different effects on how the viewer reads the text, either the standard left to right concept or more abstract compositions with rotations and contrast of point sizes were used to great effect. A common thing we all noticed though was the readability of gothic and roman words, despite them been overpowered by large point size script and block fonts due tot here extreme ease of reading they were the centre piece and it was difficult to make the viewer view these when needed and not as the first word in the sequence. Block fonts also had problems, when scale was reduced they became a solid block of tone creating very high impact elements of text and when scaled up even more impact applied so there was no winning with this origin of type. Script was always eligible regardless of point sizing due to its intended use as a header font in decorative format. It also taught us that illegibility can actually draw people in. 

This was just an intro to how text is read and control were people look within a Hierarchy and showed us how weight and scale controls what text is read and when and how the common reading style of left to right along lines can be altered by bouncing the viewers eye around the design and composition through use of different typographic manipulations. The term for this is controlled delivery of information. Our job as a designer is to draw attention to important factors of information and hide less important aspects like small print terms and conditions. 

A quick task was set were we dissected a broadsheet page and place visual elements in an order of most obvious to least obvious in terms of visual impact and drawing our attention in. 

The headers make use of heavy weight sans serif/gothic fonts to maintain good readability of text.

Use of bright colors and contrasting colors draws attention in. 

Reversing out type creates lots of contrast drawing attention in, but smaller point size places the elements further down the hierarchy. 

Combination of type edits within bodies of text like seen on the body copy texts at the bottom of the hierarchy make important information jump out to the reader.

Use of point size, type weight (light, medium, bold, regular), italic or obliques, colors, color contrasts, reversing out and type origin all aid in enhancing type elements to make them jump out to the viewer more or hide less important information away. Also as mentioned the eye can be bounced about the frame through more abstract compositions which can add a sense of movement and depth within the design if required.