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Think of the basic design principles contrast, repetition, alignment, and proximity.

Contrast

Repetition

Alignment

Proximity

You create a hierarchy in design, by adjusting the visual weights of your element.

The mechanisms for controlling visual weight are the same in both cases. Size – As you would expect larger elements carry more weight Color – It’s not fully understood why, but some colors are perceived as weighing more than others. Red seems to be heaviest while yellow seems to be lightest. Density – Packing more elements into a given space, gives more weight to that space Value – A darker object will have more weight than a ligher object Whitespace – Positive space weighs more than negative space or whitespace

Your hierarchy should begin with thoughtful consideration of the content and goals of the page. Only after you’ve decided intellectually the hierarchy of your page should you attempt to visually design that hierarchy.

Visual Hierarchy is a deliberate prioritization of

signature is the heavy use of typography. The layout may sometimes seem overcrowded, however the packaging is always clean, simple to digest and easy to rea

Though conservative in their approach, designers engage readers with the bold use of visuals. The contrast between their quiet, understated style and the gutsy photography and illustrations create a tension that captures the attention of readers.

Information is rarely of uniform interest in art

When there is dominance there must be subordination

There are three major methods for controlling emphasis in a visual image: contrast, placement and isolation.

One of the greatest possible contrasts in art is the difference between black and white

If color is used make it bright, preferably against a dull background.

When it comes to being noticed B I G G E R is always better.

An unusual shape can call attention to itself but it is not as strong a contrast as size or value/color.

PLACEMENT

Proximity

Proximity

Proximity

An overlapping, touching or close object is likely to be seen next (in that order) after a primary object.

Texture can also be an affective similarity device.

ISOLATIONIsolation is a kind of placement -- where something is put. An item that stands apart from its surroundings will be more noticeable. This is not likely to make an item be noticed first but can make one item stand out.

Proportion is a design principle that has to do with the relationship between size and scale.

It is possible to make an object appear different in scale without changing its size. The fortune cookie to the left is about life size. The one in the picture below appears to be quite large in scale. They are both the same size.

It is important for a designer to know how to control the attention of someone viewing their artwork

For instance, if you have a business card with big bold company name and in the same style of big bold you have the phone number you are going to make your viewers eyes move back and forth between the company name and phone numbers giving you the two most important pieces of information that you are looking for when you are holding a business card.

Another easy way to add repetition is with typography, using the same font (type face, color, and size) throughout your design will help to bring everything together.