From the course: Layout and Composition: Advanced Principles
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Hierarchy and meaning
From the course: Layout and Composition: Advanced Principles
Hierarchy and meaning
- We use various tools as a designer to identify the hierarchy of information on a page, package or screen. These tools aide the reader and determine what information will be read first, next and last. For decades this approach was somewhat direct. Simple formula change with the density of information in our daily lives. We experience the world in a far more complex way than our grandparents. A television screen may have a talking head, inset videos, scrolling information on the bottom, and the days temperature on the side. How then do we create meaning with a hierarchy in the current landscape of design? Starting with a simple formula, the layout used for the last 100 years consisted of an image to engage the reader, then a headline of exciting content, subheads, body text, and finally captions. This formula works fine. It directs the viewer around the page and presents the information in a direct and expected way. Today the audience is more sophisticated. Now we can modify the…
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