Designing With Type and Hiearchy

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Design depends on communication. Delivery is crucial. For this reason, a designer must structure their work with a format that creates paths for a viewer to understand. So this means there are titles, body sections, and other details such as contact information to consider.

I have not thought about designing without an image before. Each time I think about page layout, for example, my sense is to gather all my supplies from type, images, and a mood board. Using black and white text forces me to think simply. I still have a lot of room to grow by trying out more complex ideas.

The objective of this flyer exercise was to use a variety of point sizes and weights with the same font across three pages. I feel that I accomplished my task the third time for a more final finish. The first and second submissions were cleaned up to draw visual weights near the areas that introduced important information. I made sure there was a strong sense of alignment to repeat the theme the information was tightly related to each other.

The challenge was using as little as I could with only the type. I was thinking about size, weight, contrast, repetition, alignment, and positioning a lot, but until I realized I could add in lines to guide I had a more pronounced and interesting product.


Here is an example of how lines and alignment produce excellent vertical direction for the eye.


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