TWC301: Multimedia Writing

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