so here we are starting a series on graphic design principles and in today's video you're
going to learn what hierarchy is how it's used as an expert designer and also you're going to
designer hierarchy is so important as it creates order of importance within the design elements
and also directs attention whilst making information easy to understand by the viewer
and don't worry i'm going to explain everything in detail so you understand fully what hierarchy is
and why you should be using it so the three-stage process of marketing hierarchy is as follows
attract which is bringing in the viewer intrigue which is spiking their interest
and then delivering the message these are the three steps a viewer will go through when viewing
an effective design and that viewer probably won't even be aware that it's happening but let's take a
look at an example that explains this process this adidas poster is a prime example of this
triad of marketing hierarchy the shoe and the pink splash across the shoe is the initial aspect that
will grab the attention of most viewers this is the thing that will draw them into the design
secondly the quote time to change up will create some kind of intriguing interest in that person
and this is going to hold them long enough so they want to read on in the design and then
below we have the message delivery the design is literally a visual trap in some aspects because it
drills you in makes you interested and then you've read the message the designer wanted you to read
all because of hierarchy when using hierarchy on your designs you will probably use several
different versions of it on one single design here are a few of the main ways to use hierarchy
so firstly colour is highly important and it is a great way to attract or to place things
in an order there is actually a chart that places color in order from the ones that are
most attention grabbing all the way down to the ones that are less attention seeking now red is
a color at the front of this chart because it's the color your eyes will go to first and foremost
this is the reason for notifications and alerts often being red or orange on app design now you
can draw the viewers attention to a specific area through color alone one common tactic is
to have a dull even grayscale design with one single element in color as you can see here
another common but essential hierarchy method is to leverage the use of size the larger something
is on a design the more important is going to appear it's also the first thing the eye will
actually see and view when someone's looking at your work and so it can be used as the first part
of a hierarchy process that we spoke about earlier and that is the attract phase
you will often see this in advertising campaigns for say cell phones or watches that depict their
product as a huge part of the design a kind of focal point and this is often where the consumer
will begin their journey whilst viewing the design size is also very important when concerning
hierarchy of typography you will see this on magazines advertising campaigns posters and even
website design main headings will be large and often just a couple of words or a short sentence
this can be the attraction phase then we have the secondary heading that might cause the intrigue
and then the smaller text which is often the body text or the message so as you can see typography
fits nicely into this three-stage process of marketing hierarchy and i'm sure you've seen it
pretty much everywhere color of typography is also a great method as seen here in this nike advert
having text different sizes and also weights would also look ten times better on a design
as opposed to everything being the same appearance in terms of typography i'm going to leave you with
a kind of hierarchy section thoughts that i came across not long ago a magazine can be thought of
hierarchy in of itself because the front cover is what draws you in and then the contents inside is
the secondary and third phases but once you actually peel back the pages and look inside
you have a double page spread that has its own ecosystem of hierarchy you know with headings
imagery body text and so forth but even on a small section of this double page spread
you can find little worlds of hierarchy in action say for example a small image with a heading below
it in a bold font and then body text below that in lighter fonts hierarchy is literally everywhere if
you go looking for it and your designs should include hierarchy so you can allow the viewer
to understand the information and also so your design goes through that three-stage process of
is