Hierarchy
The order of importance shown by a design.
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01 02 03 04 01 02 03
Make the important part easy to find.
Use size, contrast, and space to help people see what matters first.
Make the important part stand out
Words to know.
Scale
How large one thing is compared with another.
Negative space
The open areas around and between words, pictures, and shapes.
Look around and inside the letters. Those spaces separate shapes and can also form another shape. Empty space is part of the design.
Slide 13.
Balance
How the heavier-looking and lighter-looking parts are spread across a design.
What to look for.
WHAT TO LOOK FORSee it.
See it.
Say it.
Check it.
Use these prompts as you work through this lesson.
Describe what a person needs to do, such as find the event date or book a place.
For exampleA visitor may need to find the event date before booking.
Change one thing at a time to see its effect.
For exampleMove the date higher in one copy and compare the two versions.
Leave useful information available even after an action is finished when people may need to look back.
For exampleKeep the date visible after someone signs up so they can check it again.