Journal #3: Hierarchy & Scale

Hierarchy can be used to ensure that the viewer notices a certain part of your design first, because hierarchy is the arrangement of objects in order of their importance. In the example below (source), the large text is meant to be read first; and the smaller, subtitle-like text is meant to be read second. By using hierarchy effectively, the designer has achieved their goal of directing our attention to certain spaces in a specific order. Another example of how hierarchy can be used is a pop of color in an otherwise fully B&W image/design, because it sets an importance on the object by departing from the B&W theme.

Scale is the size of objects in relation to each other. Scale is similar to hierarchy in that, in my mind, scale is one of the gears that makes hierarchy tick. By having a larger object in comparison to another/other objects, it is made more noticeable. Scale can also give an impression of depth of field, or how far/close someone or something is to the camera (which is metaphorical in this case). A fun way to use scale, is to Crete optical illusions such as the one below (source), in which the way the wall increases in size makes the men appear to be different heights; but they are, in fact, the same height!