The ONLY Video On Visual Hierarchy ANY Graphic Designer Needs
Summary
TLDRCe script de vidéo explique les principes de la hiérarchie dans le design graphique, un élément clé pour créer de l'ordre et attirer l'attention. Il détaille le processus en trois étapes : attirer, susciter l'intérêt et transmettre le message. L'importance de la hiérarchie est illustrée par des exemples de publicités, mettant en avant l'utilisation de la couleur, de la taille et de la typographie. Des conseils pratiques sont donnés pour établir une hiérarchie claire, utiliser l'espace blanc efficacement et organiser le contenu de manière logique pour faciliter la compréhension du message.
Takeaways
- 📚 L'hiérarchie est l'un des principes fondamentaux du design, essentielle pour créer de l'ordre et diriger l'attention du spectateur.
- 🎯 Le processus de hiérarchie en marketing se décompose en trois étapes : attirer, susciter l'intérêt et livrer le message.
- 👀 L'hiérarchie doit être utilisée pour guider le regard du spectateur de manière logique et intuitive à travers le contenu.
- 🌈 La couleur est un outil clé pour établir l'hiérarchie, attirant l'attention et organisant les éléments selon leur importance.
- 🔍 La taille est un moyen efficace d'établir l'hiérarchie, où les éléments plus grands apparaissent plus importants et attirent d'abord l'œil.
- 📝 L'hiérarchie de la typographie est cruciale, affectant la manière dont les informations sont perçues et lues par le public.
- 🚫 Un manque d'hiérarchie visuelle peut entraîner une confusion, rendant difficile la compréhension et l'interaction avec le design.
- 🔄 Pour rectifier un manque d'hiérarchie, il faut organiser les éléments selon leur importance, créer des chemins visuels et simplifier la navigation.
- 📐 Les patrons de lecture comme le modèle F et le modèle Z sont des techniques utilisées pour structurer l'hiérarchie et guider le regard du spectateur.
- 📈 L'utilisation de l'espace blanc est essentielle pour l'hiérarchie, permettant aux éléments de se distinguer et de respirer dans le design.
- 🎨 L'hiérarchie peut être appliquée à plusieurs niveaux dans un design, utilisant des techniques comme la taille, la couleur, la typo et l'orientation pour guider l'attention.
Q & A
Quelle est l'importance de la hiérarchie dans la conception graphique ?
-La hiérarchie est cruciale car elle crée un ordre d'importance au sein des éléments de conception, dirige l'attention et rend l'information facile à comprendre pour le spectateur.
Quels sont les trois étapes du processus de hiérarchie marketing mentionné dans le script ?
-Les trois étapes sont : attirer (attirer l'attention du spectateur), intriguer (susciter l'intérêt) et livrer le message.
Comment la publicité Adidas illustre le triade marketing de hiérarchie ?
-La chaussure Adidas avec des éclaboussures de peinture attire initialement l'attention, la citation 'Time to change up' intrigue, et le message est livré en dessous.
Quels sont les principaux moyens d'utiliser la hiérarchie dans une conception ?
-Les principaux moyens incluent l'utilisation de la couleur, de la taille, de la typographie et de la mise en page pour attirer, intriguer et livrer le message.
Pourquoi la couleur est-elle importante pour la hiérarchie dans une conception ?
-La couleur est importante car elle peut attirer l'attention ou organiser les éléments selon leur importance, comme le rouge qui est souvent utilisé pour les notifications et les alertes.
Quelle est la relation entre la taille et la hiérarchie dans une conception ?
-La taille est liée à la hiérarchie car plus un élément est grand, plus il semble important et attire l'œil en premier.
Comment la typographie peut-elle être utilisée pour créer une hiérarchie ?
-La typographie peut être utilisée en changeant la taille, la couleur et le poids des polices pour guider l'attention du lecteur et indiquer l'importance relative de chaque élément.
Quels sont les deux principaux schémas de lecture utilisés pour établir la hiérarchie dans une conception ?
-Les deux schémas sont le schéma en F et le schéma en Z, qui suivent les habitudes de lecture de gauche à droite et de haut en bas.
Comment l'espace blanc peut-il aider à la hiérarchie dans une conception ?
-L'espace blanc permet aux éléments de se distinguer et de respirer, rendant ainsi la hiérarchie plus identifiable et l'information plus accessible.
Quels sont les différents niveaux de hiérarchie que vous pouvez utiliser dans une conception ?
-Les niveaux de hiérarchie comprennent généralement le niveau principal (hook), le niveau secondaire (détails secondaires) et le niveau trois (information finale ou CTA).
Pourquoi la hiérarchie est-elle considérée comme un élément fondamental de la conception graphique ?
-La hiérarchie est un élément fondamental car elle améliore la lisibilité et l'accessibilité de l'information, en permettant au lecteur de saisir rapidement l'importance de chaque élément.
Outlines
📚 Principes de hiérarchie dans la conception graphique
Le premier paragraphe introduit l'importance de la hiérarchie dans la conception graphique, expliquant comment elle crée de l'ordre et de l'importance parmi les éléments de conception, et guide l'attention du spectateur. Il décrit le processus en trois étapes : attirer, intriguer et transmettre un message, en utilisant l'exemple publicitaire d'Adidas pour illustrer comment la hiérarchie attire l'attention et guide le lecteur à travers le contenu. La couleur est soulignée comme un outil clé pour attirer l'attention et organiser l'ordre, avec le rouge comme exemple de couleur la plus attrayante.
🎨 Utilisation de la hiérarchie pour la conception visuelle
Le deuxième paragraphe se concentre sur les différentes méthodes d'utilisation de la hiérarchie dans la conception, notamment la taille, la typographie et la couleur de la police. Il explique comment la taille peut être utilisée pour attirer l'attention et établir l'ordre de l'importance, et comment la typographie, avec des tailles et des poids de texte variés, peut créer de la profondeur et de l'intérêt. L'importance de l'espace blanc est également discutée, en tant que moyen de permettre aux éléments de conception de respirer et de se distinguer.
🧩 Techniques pour améliorer la hiérarchie visuelle
Dans le troisième paragraphe, l'auteur discute des techniques pour améliorer la hiérarchie visuelle, y compris l'utilisation de lignes directrices et d'éléments de profondeur pour guider l'œil du spectateur. Il mentionne également les schémas de lecture F et Z, qui sont des méthodes instinctives pour structurer la hiérarchie dans les designs occidentaux. L'importance de la taille comme moyen d'établir la hiérarchie est soulignée, ainsi que l'impact de l'espacement et de l'alignement sur la perception de l'importance.
📐 Application de la hiérarchie dans les designs réels
Le quatrième paragraphe illustre comment appliquer la hiérarchie dans des designs réels, en divisant le contenu en sections avec plusieurs niveaux de hiérarchie et en utilisant une liste de techniques pour créer de la hiérarchie, telles que le poids de la police, la taille, la couleur, l'orientation et l'espacement. Il met en évidence l'importance de l'espace blanc et de la mise en page pour faciliter la lecture et l'interaction avec le contenu. Des exemples de designs, tels que la page de destination Apple et un brochure, sont utilisés pour montrer comment la hiérarchie peut améliorer l'efficacité et l'attrait d'un design.
Mindmap
Keywords
💡Hiérarchie
💡Attract
💡Intrigue
💡Livraison du message
💡Couleur
💡Taille
💡Typographie
💡Blanc
💡Chemin visuel
💡F et Z Pattern
💡Espacement
Highlights
Hierarchy is a fundamental design principle that creates order and importance within design elements.
Hierarchy directs attention and makes information easy to understand for the viewer.
The three-stage process of marketing hierarchy includes attract, intrigue, and delivering the message.
An effective design subconsciously guides the viewer through these stages without their awareness.
The Adidas poster exemplifies the use of hierarchy in marketing with its visual elements and message delivery.
Hierarchy can be established through various design elements such as color, size, and typography.
Color is a powerful tool in hierarchy to attract attention and indicate importance.
Size is crucial in hierarchy as it helps in attracting attention and establishing the order of importance.
Typography hierarchy is essential in guiding the viewer's attention and understanding the message.
A lack of visual hierarchy can lead to a cramped and confusing design.
Establishing a clear hierarchy involves organizing content elements and using visual cues effectively.
Visual pathways and simplified navigation are key to guiding the viewer through the design.
Leading lines and depth of field can be used to direct the viewer's attention to important elements.
The hierarchy of typography is critical and can make or break a design's effectiveness.
The three flow rule helps in determining the initial, secondary, and final points of viewer attention.
Designs often follow the F or Z pattern to establish a natural reading path for the viewer.
Size hierarchy can be structured into three levels: the hook, secondary detail, and the finisher.
Whitespace is essential in hierarchy as it allows elements to stand out and be recognized by the viewer.
Hierarchy improves the readability and interaction of text in designs, making information gathering easier.
The Apple website landing page demonstrates the practical application of hierarchy in design.
Hierarchy can be applied to different areas of a design, using grids to organize and structure content.
A comprehensive list of hierarchy techniques includes weight, size, color, orientation, direction, whitespace, and font style.
Transcripts
and in today's video you're going to learn what hierarchy is how it's used as an expert
designer and also you're going to learn some Secrets along the way now hierarchy is one
of the main fundamental design principles and as a designer hierarchy is so important as it
creates order of importance within the design elements and it also directs attention whilst
making information easy to understand by the viewer and don't worry I'm going to explain
everything in detail so you understand fully what hierarchy is and why you should be using it
so the three-stage process of marketing hierarchy is as follows attract which is bringing in the
viewer Intrigue which is spiking the interest and then delivering the message these are the
three steps a viewer will go through when viewing an effective design and that viewer is probably
won't even be aware that it's happening but let's take a look at an example that
explains this process this Adidas poster is a prime example of this Triad of marketing High
the shoe and the paint splash across the shoe is the initial aspects that will grab the attention
of most viewers this is the thing that will draw them into the design secondly the quote time to
change up will create some kind of intrigue and interest in that person and this is going
to hold them long enough so they want to read on in the design and then below we have the message
delivery the design is literally a visual trap in some aspects because it draws you in makes
you interested and then you've read the message the designer wanted you to read all because of
hierarchy when using hierarchy on your designs you will probably use several different versions
of it on one single design here are a few of the main ways to use hierarchy so firstly color
is highly important and it is a great way to attract or to place things in an order there
is actually a cards that places color in order from the ones that are most attention grabbing
all the way down to the ones that are less attention seeking Now red is a color at the
front of this chart cuz it's the color your eyes will go to first and foremost this is the reason
for notifications and alerts often being red or orange on app design now you can drill the
viewer's attention to a specific area through color alone one common tactic is to have a dull
even grayscale design with one single element in color as you can see here another common but
essential hierarchy method is to leverage the use of size the larger something is on a design
the more important it's going to appear it's also the first thing the eye will actually see
and view when someone's looking at your work and so it can be used as the first part of a
hierarchy process that we spoke about earlier and that is the attract phase you will often
see this in advertising campaigns for say cell phones or watches that to pick their product as
a huge part of the design a kind of focal point and this is often where the consumer will begin
their Journey whilst viewing the design size is also very important when concerning hierarchy
of typography you will see this on magazines advertising campaigns posters and even website
design main headings will be large and often just a couple of words or a short sentence
this can be the attraction phase then we have the secondary heading that might cause the intrigue
and then the smaller text which is often the body text or the message so as you can see
typography fits nicely into this three-stage process of marketing hierarchy and I'm sure
you've seen it pretty much everywhere color of typography is also a great method as seen here
in this Nike advert having text different sizes and also weights would also look 10 times better
on a design as opposed to everything being the same appearance in terms of typography
[Music]
now a lack of visual hierarchy is a big one now sometimes designers fail to establish a
clear visual hierarchy on their layout and again just a design that is too cramped almost as if
you're trying to suffocate the viewer with no white space and come on we don't want to commit
design homicide now do we no instead here's how you can Rectify these issues with ease so
yeah first establish clear hierarchy organize content elements in an order of hierarchy and
that's easier said than done right but actually it's not that difficult just think of the most
important information on your design and then give that prominence use visual cues like size color
and topography to guide the viewer's attention and indicate the relative importance of each element
but then you want to create visual Pathways so design the layout to create a natural visual
pathway that leads a viewer's eye through the content in a logical and intuitive
manner arrange your elements sequentially following the natural reading order and use
visual cues like lines or directional elements to connect related content and then you want to
simplify navigation keep navigation elements simple and intuitive and this ensures that
viewers can easily navigate through your layouts without confusion use Clear lay
and use consistent placement for navigation buttons or links and avoid cluttering the
layouts with unnecessary navigation options you can even use subtle cues like an arm
pointing or a bird spreading its wings in a direction to the next Port of Call and so
on so we have a nice blank canvas and let's add in some buildings right here now according to
basic hierarchy bigger objects are noticed first and thus more important and yes yes if we add in
some text here that is true but here there is a cool hierarchy based trick at play so
when you have your most dominant visual assets you can sometimes use leading lines to point to
the next important visual asset as you can see these buildings pointing right up to the text
and then here on this design the depth of fied lines draw the viewer right into the secondary
hierarchy asset now it doesn't look too shabby but the typography on the back Lacks hierarch the tip
here is that you should remember that hierarchy of typography is super super important and often
it can completely make or break a design here we used hierarchy of color and size and we kept the
alignment to the left and then this design is slightly different again I think I prefer the
former but yeah always bring hierarchy to your text if in doubt think of hierarchy in terms of
three layers of importance so here we have the main focal point as one the second secondary
section of hierarchy as two and then the third one here we can also break down the single page into
its own three layers of importance when you think about hierarchy in these three layers you start
to see in a lot of designs pretty much everywhere and you can see that here on these Pinterest ads
on this poster the Moon is totally unique in color from anything else it's a focal point and then the
first moon word is orange which then we naturally move downwards to the bottom section where there's
more orange hierarchy of color is a great way to guide your viewers and also organize the design
this illustration has five objects the focal point the largest and five is an odd number but
if you drop down to four objects the composition then becomes a lot more difficult to make appear
visually appealing even if we make a different layout things just don't look as good as having
an odd number of objects this rule works really well with a single dominant object of hierarchy
the first golden technique will actually lay the foundation for making your next project totally
awesome so when you have your Design Concepts and your ideas finalized in your mind it's
probably time to think about the three flow rule the three components of the three flow
rule that you need to ask yourself are one where are the viewer's eyes initially going to land on
your design two where is the likely second place the viewer eye will actually move two and three
where will the viewer's eye finally finish up seems pretty simple right it is yeah but
it's a really fundamental way to make good and effective designs each and every time this pet
play feed poster starts the journey with the Bold white topography for the starting point
then the parrot for the secondary stop off and then the information to the left for the final
end to the viewer's journey will every single person view this design in this way no of course
not but it's actually a streamlined Avenue that most viewers will be able to use and a way they
can obtain information from your design easily and this leads me nicely onto the next technique
in today's video the vast majority of designs will Loosely use one of two techniques to form a basis
of hierarchy especially in the Western World the F pattern suggests viewers start their journey in
the top left of a design because that's a natural way that a lot of people tend to read a book left
to right then they move over to the right and then below that most content will be aligned
to the left and extend out towards the right the second method is the Zed or the Z pattern
depending on where you're from again we start in the top left then we move over to the right but
this time we go diagonally down to the bottom left and then finally over to the bottom right this is
the instinctive way that most people will View and actually look at a design and so by knowing this
alone you can then apply hierarchy to your designs accordingly which we're going to look at right now
now you could have absolutely nothing in the top left or top right but have a focal point in the
very center and then the viewer will scan from the top left and then move down into the middle
then perhaps move to the bottom left and then finish in the bottom right where maybe a link
or a contact might be this still follows both of these patterns if you actually think about it of
course these are just templates to keep in mind when you're designing something they're actually
just there for you to use in conjunction with hierarchy to build a framework of your designs and
speaking of more techniques what about something that people think is so obvious and so easy to
do but which they often don't apply properly in graphic design size is probably the easiest way to
achieve hierarchy right simply because the viewer will notice it in a millisecond and it just stands
out so easily but here's a really good way for structuring that hierarchy in terms of size and
all you have to do is think of these three levels so we have one the hook two the secondary detail
and three The Finisher if your design is about a product then the hero of the design will actually
be that product itself as you can see here the drink is the focal point and it's the largest on
the design it's that initial hook however if we look here the focal point is more of an artistic
visual Hook and the important information would be the dates and the location of this event so try
and make the hook on your design the largest and it doesn't have to be the most important
thing but a lot of the time it will be then secondary detail is second largest and finally
the smaller sections are where you want the viewer to finish and actually take in crucial information
this would also be where your ctas go so once a viewer is actually hooked onto your design from
afar then they start to go on that journey across your design then they should finish the important
information this logic works really well when you combine it with the Zed and the F patterns from
earlier so there's actually a really neat trick that you can use with hierarchy when you have
grouped objects on your design now if you place one of the objects larger and in the center of
a group with then equal sets of other objects either side then automatically stands out and
creates hierarchy however if we arrange the objects differently the level of hierarchy
will be diminished now one mistake I see time and time again relates to the next Golden technique of
visual hierarchy so when thinking about topography on your designs in regard to hierarchy it's
actually a really good idea to think about that three level rule we spoke about earlier the hook
the secondary detail and then the finisher so here the topographic Hook is the future big gun section
and then just below that the secondary text and then finally the book of visit call to action in
the upper right I don't necessarily think this is a particularly good CTA your designs don't
need to strict follow this technique but they are great to keep in mind as a basis when implementing
hierarchy on your designs now if I was to ask you what is the best friend of hierarchy in graphic
design what would you say this design uses it and so does this design right here hierarchy literally
cannot survive or work without white space or even just proper use of white space the space
allows distinctions to be made by the viewer so hierarchy can actually be identified subcon
iously but why is hierarchy important why is it such a fundamental part of graphic design as you
can see here we have a long paragraph of text each line uses the same font the same color and the
same style if we're reading this in say a magazine there is no clear importance to us as a viewer
the act of gathering information from it becomes more difficult and more tedious however if we use
hierarchy we can make the title larger Bolder and a different color and then the subheadings
different to the body text now the design doesn't only look more interesting and more appealing but
the reader can interact with it a lot easier so this landing page on the Apple website is
a nice clean example of what we're talking about let's first focus on the bottom section of this
design here the image of the iPhone and also the work iPhone are the first level of hierarchy on
this design cleverly the iPhone is also even directing your eye to the text these are the
largest and the brightest aspects on this design in this area but the second level is the quote
lots of love less to spend and then the third level is the power graph below but in the upper
section of the design we only really have the second and third levels of hierarchy the blue b
symbol and the Apple logo are the second level whereas the rest is just considered
to be third level main content hierarchy it is a good technique to divide Your Design up into
different areas like this as you can see on this brochure the design has split up the work into
different sections and each section has at least two or three levels of hierarchy headings and Main
imagery being level one level two are subtitles and other graphics and then three being the body
text and small details so when you figured out what aspects of your design should be level one
two or three hierarchy and also when you figured out how many areas you're going to use possibly
by using grids it's then time to choose what kind of hierarchy you want to use almost every design
uses multiple different versions of hierarchy all at once and here is your super duper hierarchy
list weight this is obviously the weight of the fonts you use important areas often using Bolder
wids size is a very common technique to use the more important something is the bigger it
should be on your design making a design asset and obviously different color from the rest of
your design or design elements makes it stand out more orientation you can arrange your text and
your assets in a certain way so maybe an isometric angle where the lower left goes up to the upper
right and then you can have something opposing the angle Direction the next technique is one that a
lot of designers forget if you give an object a lot of white space on your design it then has
room to breathe and it becomes more obvious to the reader and thus more important and then finally
using a different style of font if your body text is serif then consider using a sand serif for the
heading and bingo you have some hierarchy so yeah maybe now you better understand how to
use hierarchy on your designs and you know exactly what it is if you want to learn more about graphic
design do click a video on screen and until next time guys design your future today peace [Music]
[Music]
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