- In graphic design, there are principles of design
that can be considered, which we can keep in mind
in order to develop and create successful design.
These principles all have a relationship between each other
and appear in every well designed piece of work you see.
Understanding and harnessing design principles
will enable you to create good visual communication,
and design in a variety of ways to make specific,
appropriate and meaningful impressions.
This is what typically separates good design
from bad design.
In a previous video,
I discussed one of the key design principles; hierarchy.
In that video, we looked at the key ways
hierarchy can be achieved in poster design.
In poster design, hierarchy can be achieved
in a variety of ways using contrast in layers,
contrast in scale, contrast in color,
contrast in space, and contrast in direction.
Now it's important to mention
that these techniques don't have to be used exclusively
as some can be used together
to develop a clear hierarchy in your design.
In this video, we are going to look at one of the key ways
to achieve hierarchy in poster design.
I'm going to take you through a quick presentation
where we can look at some examples
of how hierarchy can be achieved using contrast in layers
in poster design and the lessons we can learn to incorporate
in our own design.
So let's get into it!
(upbeat music)
So let's take a look at how contrasting layers
can help develop visual hierarchy.
Now a quick recap, hierarchy is created
by contrast between visual elements in a composition.
Contrast helps distinguish elements from each other,
which helps with legibility.
Typically visual elements with the highest contrast
are noticed first and so on.
And one of the key ways to achieve contrast in poster design
is with layers.
So when it comes to 2D composition,
if you put something on top of something else,
you are immediately creating a sense of hierarchy
from the simple act of placing one item on top of the other
out of view.
This also works like perspective.
Naturally, whatever is closest to us and in focus
is what we are going to perceive initially.
Layering is one of the most fundamental techniques
when establishing hierarchy.
It may seem simple, but can be used elegantly,
can be done abruptly or smoothly
and can include few to several layers.
In some posters, layers are used
to create interesting composition dynamics
which can be used to establish and suggest hierarchy.
Here are some examples of posters
that use layering predominantly
to establish a clear visual hierarchy,
some place type on top of an image, texture,
or colored background.
Now this is the most straightforward way
to present visual information
in the most clear way possible,
which typically only includes a few layers.
Naturally placing type on top of an image
allows for more legibility.
However, care must be taken to ensure all type
has enough contrast with layers below to be clearly read.
In these examples we see there is adequate contrast in color
of the type on top of the layers below
to establish clear legibility.
Here we can see how this has been done with greater fact.
The difficulty level of this technique is easy.
Now some posters do the reverse
and place image elements on top of type and shape elements.
Now this approach is less conventional,
can include several layers and if done well
can create more dynamic compositions.
As we see here, image does occasionally cover type,
but not to the extent that the type is not legible.
Generally, this approach is applied to achieve
more interesting interactions and synergy
between visual elements, which can create more depth
and movement and require skill and experience
to get the right balance.
Here we can see how this has been done with great effect.
The difficulty level for this technique is challenging.
Now some poster designs will build up layers
through contrast in color, shape, and texture.
Now this is where things get a little bit more tricky
and complex where more skill will be required
when dealing with multiple layers to get the right balance
and legibility.
Care will need to be taken when attempting this approach,
as a composition can easily get noisy and cluttered.
However, if managed well with adequate positioning
and contrast between the layers,
this can create more dynamic results.
Here we can see how this has been done with greater fact.
The difficulty level for this technique is difficult.
So overall, in each example, it's clear to see
how hierarchy has been achieved.
In almost every example,
your eye is drawn to the visual element
that appears closest to us
or the element set on the highest layer.
So in conclusion, the most straightforward technique
to achieve a clear sense of visual hierarchy
is to use contrast in layers.
Using layers may seem simple,
but depending on how many layers you want to use,
and the complexity of your composition will determine
how challenging it'll be to achieve the right balance
and level of legibility.
Skill and care will be required
when managing multiple layers
and complexity in your design.
So what can we learn?
Well, without taking care to establish
a clear visual hierarchy,
a design will be confusing and difficult to comprehend.
Using layers may be the most practical technique,
but there are a variety of approaches you can take
from simple to more complex.
If manage carefully, one can create dynamic
and exciting poster designs with depth.
So in application, when you're designing posters
or anything for that matter, be sure to consider contrast
between your layers to establish a clear hierarchy.
Also, when you look and observe other designs,
ask yourself, how has hierarchy been considered,
is a clear sense of hierarchy?
How have they used contrast of layers in their design
to achieve it?
And how well does it work as part of the design?
Well, I hope you enjoyed this design theory lesson.
If you did hit, the Like button
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of more design lesson videos like this in future.
Now this lesson is part of a bigger series on poster design
and part of my Poster Design ebook.
If you want to take a closer look
at the examples I demonstrated in this video
and learn more about poster design with tutorials
on how to make a poster design
and undertake a poster design challenge,
you could invest in the Poster Design e-book,
link is in the description.
Now this video was created for all my members
of the GDS Design School community.
If you would like to join the GDS Design community
where we chat about design, give each other feedback,
and where I set design challenges,
you are all welcome to join for free.
Again, link is in the description
and I look forward to seeing you there.
So until my next design lesson,
unleash your creativity and I'll see you next time.
(upbeat music)