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    Design Elements

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    BA14ARC VNIT
    This document discusses the principle of hierarchy in design. It explains that hierarchy is the order in which elements in a composition are viewed, with the most important element viewed first. It notes that visual hierarchy is created through techniques like contrast, scale, proportion, and textures. Specific examples are given of how hierarchy works in websites to highlight addresses, magazines to promote purchases, and real estate signs to feature property photos. The document concludes that elements can be ordered by properties like scale, color, placement, and contrasting techniques to establish a focal point and direct viewer attention.

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    Design Elements

    Uploaded by

    BA14ARC VNIT
    70 views6 pages
    This document discusses the principle of hierarchy in design. It explains that hierarchy is the order in which elements in a composition are viewed, with the most important element viewed first. It notes that visual hierarchy is created through techniques like contrast, scale, proportion, and textures. Specific examples are given of how hierarchy works in websites to highlight addresses, magazines to promote purchases, and real estate signs to feature property photos. The document concludes that elements can be ordered by properties like scale, color, placement, and contrasting techniques to establish a focal point and direct viewer attention.

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    This document discusses the principle of hierarchy in design. It explains that hierarchy is the order in which elements in a composition are viewed, with the most important element viewed first. It notes that visual hierarchy is created through techniques like contrast, scale, proportion, and textures. Specific examples are given of how hierarchy works in websites to highlight addresses, magazines to promote purchases, and real estate signs to feature property photos. The document concludes that elements can be ordered by properties like scale, color, placement, and contrasting techniques to establish a focal point and direct viewer attention.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    70 views6 pages

    Design Elements

    Uploaded by

    BA14ARC VNIT
    This document discusses the principle of hierarchy in design. It explains that hierarchy is the order in which elements in a composition are viewed, with the most important element viewed first. It notes that visual hierarchy is created through techniques like contrast, scale, proportion, and textures. Specific examples are given of how hierarchy works in websites to highlight addresses, magazines to promote purchases, and real estate signs to feature property photos. The document concludes that elements can be ordered by properties like scale, color, placement, and contrasting techniques to establish a focal point and direct viewer attention.

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    © All Rights Reserved
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    DESIGN ELEMENTS & PRINCIPLES

    PRINCIPLE OF HIERARCHY
    APRIL 11, 2013 VISSCOM LEAVE A COMMENT

    Hierarchy
    The order in which the elements within a composition are viewed by the eye.
    We can called it the order of importance

    where does the eye look at First


    where does the eye look at Second
    Where does the eye look at Third
    *NOTE: keep in mind that visual hierarchy is evident in most VCs the key is
    for you to be specific and able to describe the effect it has on the viewer.

    How is visual hierarchy evident?

    what elements & principles are creating the visual hierarchy? is it:

    Contrast
    Scale
    Proportion
    Textures
    ETC
    Ask yourself is their a strategic reason to the in order given to the
    VC?
    1. Perhaps a website address is made the focal point so that consumers can visit
    2. A fashion dress in a magazine so that viewers can be enticed to make a purchase
    3. A Real-estate sign promoting the sale of a property photographs are purposely
    made the focal point to showcase property & entice potential buyers
    The elements within a composition can be ordered according to their
    importance.

    A hierarchy may be determined by the scale, colour or placement and


    arrangement of elements in a composition.
    A bright-red colour may be used in a primarily black and- white design to create a focal
    point.
    A poster that promotes a new movie may use imagery to attract a target audience and the
    text may be designated according to visual importance (what the target audience needs to
    interpret first).
    Hierarchy by Placement
    An object placed in the center will often be perceived as a focal point. If all
    eyes in the painting look at one object, or if an object is placed at the center
    of the lines of perspective, that object will be perceived as the focus of the
    work.

    Hierarchy by Isolation
    If most of the elements in a work of art are grouped closely together, an
    object by itself stands out as a focal point

    Hierarchy by Contrast
    Emphasis can be created by contrast. An element in contrast with something
    else is more easily seen and understood; something different attracts the
    eye.

    Any of the elements can be contrasted:

    line (a curve in the midst of straight lines), shape (a circle in a field of squares)
    color (one red dot on a background of grays and blacks)
    Tone (a light or dark area in the middle of its opposite)
    texture (rough vs. smooth)
    Contrast can also be created by contrasting orientation in space (horizontal, vertical,
    diagonal)
    Shape (a geometric shape in an otherwise naturalistic image) and size.
    An anomaly, or something that departs from the norm, will also stand out and grab
    our attention, for example a person wearing a snowsuit on a tropical beach.
    Hierarchy design examples:
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