- When it comes to visual communication,
color is one of the most important visual elements
to consider.
If you are new to graphic design,
there will be lots to learn about color theory,
how to choose colors, and how they work well together.
But there is also a lot to be learnt
about how color can be used to establish visual hierarchy
in your design.
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 the 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 remember
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 could look at some examples
of how hierarchy can be achieved using contrast in color
in poster design, and the lessons
we can learn to incorporate into our own design.
So, let's get into it.
(upbeat jazz-pop music)
Okay.
So let's take a look at how contrast in color
can help develop visual hierarchy.
Now, a quick recap.
Visual 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 a poster design
is with contrast in color.
Now just like contrast in scale can be used
to easily attract and determine what the eye sees first,
contrast in color can also be used to great effect.
But also to create depth and volume in a composition,
to push elements back, bring elements forward,
or create high or low volume.
Typically, whatever visual element
is the most clear and legible,
and the most bright or dark in contrast
with the surrounding visual elements in a composition,
is what the eye will be drawn to first.
Using color can be a more sophisticated and dynamic way
to establish hierarchy in your design.
Depending on your approach, if only using two colors,
contrast can be achieved simply,
in an obvious and clear way,
though if using multiple colors can be achieved
in a more smooth and subtle way.
In some posters, contrast of color is used
to establish legibility and create impact,
which can be used well to establish and suggest hierarchy.
Here are some poster examples,
where we can see how contrast of color
has been used to establish hierarchy in a variety of ways.
Some are simple designs that only use a few colors
to create high clarity and impact.
Now this is the most straightforward way
to present visual information,
in the most clear way possible.
Only using two or three contrasting colors
makes a composition more legible
and easier to comprehend.
This approach can be taken
when you want to achieve maximum clarity, impact,
and practicality in your design.
However, care must be taken
to ensure the right colors are chosen
for the intended outcome, and contrast well enough
to be clearly read.
In these examples,
we see there is adequate contrast in color,
to enable a clear legibility.
Here we can see how this is being done with great effect.
The difficulty level for this technique is easy.
Now, some posters take another approach,
and use contrast of color to create order and structure,
to compartmentalize information.
This is not only a practical approach
that can be taken if dealing with content-rich compositions,
to help compartmentalize information,
but also an approach to add a bit of flare to your design.
This can help make sense
of an otherwise complex and busy design.
Skill is required for color theory,
and to get the right balance
to make sure that all elements are structured well.
The difficulty level for this technique is challenging.
Now, some designs can be more complex,
which use multiple colors
to highlight and distinguish visual elements.
Now this is where things
can get a bit more tricky and complex,
which requires a good eye for color.
Generally, this approach is applied
to achieve more dynamic and vibrant designs,
which can create more depth and flair.
Further scale will be required for color theory,
and to get the right balance
when working with multiple colors.
If managed well,
with adequate contrast between the elements,
this can create
more visually sophisticated and appealing results.
Overall, in each example, contrast is used well,
to distinguish each visual element to maximize legibility.
The difficulty level for this technique is hard.
Now, in a previous video, we learnt how, normally,
it's the largest visual element that attracts the eye first.
However, this is not always the case.
In some instances, type, shape, or even image,
may be the largest visual element in a composition.
Though if its contrast is substantially lower
compared to surrounding elements,
then it will appear less prominent, pushed back,
further away, and attract the eye less.
Here are some poster examples
where hierarchy has been clearly defined by contrast.
Here we see how contrast has been reduced
on some of the larger visual elements,
to make some of the smaller elements more prominent.
This is where conventional rules
can be turned on their head.
If harnessed in a strategic way and applied cleverly,
contrast of color can give prominence
to certain elements, regardless of scale,
to enhance a message,
and control visual hierarchy in a design.
Skill and creativity will be required to use strategy,
and harness the visual elements well,
to achieve the intended outcome.
Using this approach
can achieve more unusual and less predictable results.
Here we can see how this has been done with great effect.
The difficulty level for this technique is hard.
So, in conclusion,
one of the most straightforward techniques
to achieve a clear sense of visual hierarchy,
is to use contrast of color.
Using color may seem simple,
but depending on how many colors you use,
and the choice of color, and level of contrast between them,
will determine how challenging it will be
to achieve the right balance, and level of legibility.
Skill and care will be required
when managing multiple colors,
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.
High contrast in color can be used
to clearly separate and distinguish visual elements
with very practical results.
However, if harnessed in a strategic way,
and applied cleverly, contrast in color
can produce more sophisticated results.
If managed carefully, one can create dynamic,
exciting poster designs, with impact and depth.
So, in application, when you're designing posters,
or anything for that matter,
be sure to consider contrast between your colors,
to establish a clear hierarchy.
Also, when you look and observe other designs,
ask yourself, how has hierarchy been considered?
Is there a clear sense of hierarchy?
How have they used contrast of color 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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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 poster design,
and undertake poster design challenges,
you could invest in the poster design ebook.
Link is in the description.
Now this video was created
for all my members of the GDS Design School community.
If you'd like to join the GDS Design School 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.
(confident jazz-pop music)