Hierarchy and scale
Use size and emphasis to set the order in which people read your design.
See it
- Four lines at the same size
- The offer (50% off) is buried
Why it matters
Scale sets reading order. Make the single most important message the biggest thing, then step down clearly for supporting details.
The title sells the book, the author name often sells it next, the subtitle explains, and the publisher mark just signs off. Well-known authors can swap the first two.
How to apply it
- Decide the one message people must get first
- Make it clearly the largest or boldest element
- Step down in 2 or 3 clear levels
Common mistakes
- Several things competing to be biggest
- Tiny differences in size that look accidental
Quick answers
What is Hierarchy and scale?
Use size and emphasis to set the order in which people read your design. Scale sets reading order. Make the single most important message the biggest thing, then step down clearly for supporting details.
How do I apply Hierarchy and scale in graphic design?
Decide the one message people must get first. Make it clearly the largest or boldest element. Step down in 2 or 3 clear levels.
What are common mistakes with Hierarchy and scale?
Several things competing to be biggest. Tiny differences in size that look accidental.