How do you apply the principles of hierarchy and contrast to different print formats and sizes?

Hierarchy and contrast are two fundamental principles of graphic design that help you create visual order, emphasis, and clarity in your print projects. In this article, you will learn how to apply these principles to different print formats and sizes, such as flyers, posters, brochures, and magazines.

1 What is hierarchy?

Hierarchy is the arrangement of elements according to their relative importance or function. It helps you guide the reader's eye and attention through the information you want to communicate. Hierarchy can be achieved by using various design elements, such as size, color, position, alignment, typography, and white space.

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Molly Leone

Production Designer at SketchDeck
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One thing that can be helpful when learning about hierarchy of type is to do some background research on the science of reading, there's a lot to be learned that we as designers can use to help make reading easier. You can also check out The Elements of Typographic Style by Robert Bringhurst.

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2 What is contrast?

Contrast is the difference between two or more elements that creates visual interest and distinction. It helps you highlight the most important or relevant parts of your message and avoid monotony and confusion. Contrast can be created by using opposite or complementary colors, shapes, textures, fonts, and styles.

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Chris Williamson

Your trusted partner for business marketing, graphic design, Internet marketing, printing, websites, video production, editing photography, drone video and drone photography.
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The printing process itself can reduce contrast. When you print something on a press, the ink can gain density on the paper and reduce contrast. For example, you have a 100% black background. If you place text over it that's 97% black; it can gain on a press to the point you don't see the text and you only see black. Press gain is also a problem in shadow areas in photos. I usually pull the shadow color back slightly past what I like. After it prints and gains on the press, it looks closer to what I expected. If I don't pull it back enough, the shadow areas will fill in and reduce the contrast.

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3 How to apply hierarchy and contrast to flyers

Flyers are small, single-page print materials used to promote an event, product, service, or cause. To make them stand out and convey essential information quickly and clearly, use a large, catchy headline that summarizes the main purpose or benefit. Subheadings, bullet points, icons, or images can be used to organize the text into smaller sections. Contrasting colors, sizes, or weights can create hierarchy among them. White space should be used to balance the layout and avoid overcrowding or overlapping elements. Finally, include a clear call to action that tells the reader what to do next - make it visible and prominent with a contrasting color, shape, or button.

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4 How to apply hierarchy and contrast to posters

Posters are large, single-page print materials that are used to advertise or inform about a topic, event, or issue. To make them effective and memorable, they must capture the reader's attention from a distance. Therefore, you should use a dominant visual element that contrasts with the background and conveys the main message. Additionally, create a simple, clear headline with a contrasting color, font, or size that is legible from afar. Minimize text and use different fonts, sizes, colors, or alignments to create hierarchy and contrast. Finally, use white space to create focus and contrast to avoid cluttering the poster with too many elements.

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Veronica Jones

Art Director | Illustrator | Designer | Maker
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Form follows function! The purpose of a poster is to convey some sort of information to the audience, usually in the form of copy. To maintain legibility, always keep foundational design principles in mind when tackling a poster project, such as good contrast and value, white space, proximity, and continuity. However, depending on the client's goals and branding, posters can also be a great opportunity to flex your creative muscles as a designer. Exploring colors, textures, typography, and pushing the boundaries on structure can help elevate your project from a simple informational piece to a higher form of art.

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5 How to apply hierarchy and contrast to brochures

Brochures are multi-page print materials used to provide more in-depth information about a product, service, organization, or topic. To engage the reader and persuade them to take action or learn more, you should use a catchy and relevant cover that invites the reader to open the brochure. Incorporate an image, headline, logo, or slogan that contrasts with the background and reflects the tone and purpose of your brochure. Additionally, employ a consistent and coherent layout throughout the brochure with grids, margins, columns, and guides to organize elements and create hierarchy and contrast. Utilize headings, subheadings, captions, quotes, or boxes to differentiate sections and emphasize key points. Further, choose colors, fonts, images, and graphics that match your brand identity and message. Contrasting colors, fonts, sizes, or styles create contrast and interest. Images and graphics should support and illustrate text to make it more engaging and appealing. Lastly, include a clear and compelling call to action with a contrasting color, shape, or style that summarizes the main benefit or value proposition of your brochure.

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6 How to apply hierarchy and contrast to magazines

Magazines are periodical print materials that are used to inform, entertain, or educate about a specific topic or niche. To make them appealing and enjoyable, they should have a captivating and relevant cover that showcases the main theme or feature of the magazine. A consistent and coherent layout should be used throughout the magazine, with grids, margins, columns, and guides to organize the elements and create hierarchy and contrast. Colors, fonts, images, and graphics should be used to match the magazine's style and tone and create contrast and interest. Finally, a clear and enticing call to action should be included to invite readers to subscribe, follow, or share the magazine.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Stephanie H.
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One thing to consider is the printer and its contrast abilities. The colors on-screen may not match what is printed. If you have access to the printer being used, printing samples is a good way to see how the contrasted colors and text will be produced. If you don't have access to the printer, some things to consider are: color theory, samples from the printer, images are rich in color, and dominant text is bigger, italicized, underlined, etc. to name a few.

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How do you apply the principles of hierarchy and contrast to different print formats and sizes?

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1 What is hierarchy?

2 What is contrast?

3 How to apply hierarchy and contrast to flyers

4 How to apply hierarchy and contrast to posters

5 How to apply hierarchy and contrast to brochures

6 How to apply hierarchy and contrast to magazines

7 Here’s what else to consider

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