Visual Hierarchy

Here is an example of a magazine cover which uses good visual hierarchy. The audience for this magazine automatically look at the facial expression of the man first, his eyes are clenched shut and look scared, and you then notice the gun below. The image is shocking and not something you would expect to see on the front cover of a magazine. So it instantly grabs your attention. The magazine uses the image as one of its many design devices but this is the main one. You then notice the main headline of the magazine “The Game. Suicide is not an option”, and realise that it relates to the main image. The text is written in a bold red type, so it contrasts the grey background and stands out against the image. The third thing you look at is the magazine title; which is placed behind the main image. It is also written in a bold red type. I would expect the magazine title to be the second thing that your eyes look at, as sometimes this is the main selling point and also you know what you’re reading/looking at.

Whether we look at poster, newspaper cover or magazine cover; our eyes are automatically gravitating towards things in different orders. This is visual hierarchy; it is done with the intention of us looking at the main part of the poster first, and it grabbing our attention. Once it’s caught our attention, we then look at the poster in greater detail, noticing things that we didn’t see at first glimpse. We can create visual hierarchy by varying colours, textures, shapes, images and text size. Many people don’t realise how visual hierarchy is used, but once you start to look at things in greater detail, you realise that it’s all around.

Researching the practise

Before a designer creates anything, they have to do their research and know about what their designing, and its main intention. They also have to be inspired by their research. I have come across a graphic designer called Jerod Gibs who has researched classic films and TV programmes, and been inspired to create designed new poster for them.

He has used iconic images from the films/TV programmes and filled it with memorable quotes from the films/TV programmes. I admire his style because it is very simple, but communicates with the audience easily. People will recognise the images instantly, because they are iconic to the film, this again show good research.  Not only has he researched images and text but also use of colour. For example the yellow background relates to the yellow colour of the Simpsons.  I think these film/TV poster are great examples of how researching the practise can help you to design better.

http://abduzeedo.com/illustration-typography-poster-series