Visual Hierarchy & Building Consistency
Some Very Basic Tips
I am the header. Use the Same type size and type face for your Header, Body and Annotation*
1.
I am the body. This builds a familiarity and conðdence for the reader that they are taking away the key messaging but also know where to look and go if they want to know more.
I am the annotation. *What is meant here by same size is not that we are all the same size equally, but that we are the same size in our category
What is this really saying?
2.
Ask yourself with each slide – what the core message is and if you are conðdent this is being given and will land. This message might be being conveyed or reinforced directly in the header, but it may be less direct – by design(intentionally), or simply due to the current graphic relationship – how things have come together.
I am the annotation. Not much to say here, but pay attention to how the 2. is in the same place as the 1 on the previous page.
Often many things all together simply say: ‘I am a lot of things’.
A reader won’t have time to discern the quality or the information contained in each shape, image or form. When this comes to process and development and demonstrating that you have ‘done lots’ this is what you want. In other instances it can be overwhelming to the point of distraction.
The core takeaway message that comes though might be via the imagery or a selection of visual assets on the page and this might be a conðrmation of the header or be a counter point (in tension or creating a curiosity).
If you want a reader to pay attention you need to help them do so.
Image: The History of the World by Jeremy Deller (1998)
Often many things all together simply say ‘I am a lot of things’. A reader won’t have time to discern the quality or the information contained in each shape, image or form.
Here is the same image but smaller. This doesn’t matter because I don’t need you to read the text. It is just to show you how much thinking has
A small note about research into brass bands and
Image:Brass Band WeekPoster 2024
Image: The History of the World by Jeremy Deller (1998)
cultural connections...
happened.
I am alot of things which show that I have been really thinking and working hard to
I am a thing on its own. I want you to pay attention to me. So pay attention.
Here I want to pay attention so I’m adding another note which highlights the importance of this curve to my design.
get something right.
Where do you want me to look?
3.
Each graphic, each slide will generate a direction of gaze or eye travel. Here in these slides we have been mainly following a very basic journey in the shape of a ‘Z’.
Go to next page.
Where do you want me to look?
3.
Each graphic, each slide will generate a direction of gaze or eye travel. Here in these slides we have been mainly following a very basic journey in the shape of a ‘Z’.
Where do you want me to look?
3.
Here is the same image but smaller. This doesn’t matter because I don’t need you to read the text. It is just to show you how much thinking has
Image: The History of the World by Jeremy Deller (1998)
happened.
Where do you want me to look?
3.
End.
Whilst Z’s and F’s can be very easy to use / familiar to read for those of us who read text from left to right, these are not by any means ‘rules’ to follow. We can do far more complex things. We just need to pay attention. Whatever you are designing think about this journey and is it the one you want your viewer to take and is it clear.
Visual Hierarchy & Building Consistency
Tim
Created on March 12, 2025
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Transcript
Visual Hierarchy & Building Consistency
Some Very Basic Tips
I am the header. Use the Same type size and type face for your Header, Body and Annotation*
1.
I am the body. This builds a familiarity and conðdence for the reader that they are taking away the key messaging but also know where to look and go if they want to know more.
I am the annotation. *What is meant here by same size is not that we are all the same size equally, but that we are the same size in our category
What is this really saying?
2.
Ask yourself with each slide – what the core message is and if you are conðdent this is being given and will land. This message might be being conveyed or reinforced directly in the header, but it may be less direct – by design(intentionally), or simply due to the current graphic relationship – how things have come together.
I am the annotation. Not much to say here, but pay attention to how the 2. is in the same place as the 1 on the previous page.
Often many things all together simply say: ‘I am a lot of things’.
A reader won’t have time to discern the quality or the information contained in each shape, image or form. When this comes to process and development and demonstrating that you have ‘done lots’ this is what you want. In other instances it can be overwhelming to the point of distraction.
The core takeaway message that comes though might be via the imagery or a selection of visual assets on the page and this might be a conðrmation of the header or be a counter point (in tension or creating a curiosity).
If you want a reader to pay attention you need to help them do so.
Image: The History of the World by Jeremy Deller (1998)
Often many things all together simply say ‘I am a lot of things’. A reader won’t have time to discern the quality or the information contained in each shape, image or form.
Here is the same image but smaller. This doesn’t matter because I don’t need you to read the text. It is just to show you how much thinking has
A small note about research into brass bands and
Image:Brass Band WeekPoster 2024
Image: The History of the World by Jeremy Deller (1998)
cultural connections...
happened.
I am alot of things which show that I have been really thinking and working hard to
I am a thing on its own. I want you to pay attention to me. So pay attention.
Here I want to pay attention so I’m adding another note which highlights the importance of this curve to my design.
get something right.
Where do you want me to look?
3.
Each graphic, each slide will generate a direction of gaze or eye travel. Here in these slides we have been mainly following a very basic journey in the shape of a ‘Z’.
Go to next page.
Where do you want me to look?
3.
Each graphic, each slide will generate a direction of gaze or eye travel. Here in these slides we have been mainly following a very basic journey in the shape of a ‘Z’.
Where do you want me to look?
3.
Here is the same image but smaller. This doesn’t matter because I don’t need you to read the text. It is just to show you how much thinking has
Image: The History of the World by Jeremy Deller (1998)
happened.
Where do you want me to look?
3.
End.
Whilst Z’s and F’s can be very easy to use / familiar to read for those of us who read text from left to right, these are not by any means ‘rules’ to follow. We can do far more complex things. We just need to pay attention. Whatever you are designing think about this journey and is it the one you want your viewer to take and is it clear.