This is one of the first things I learned about graphic design: There is a hierarchy to every graphic design project, printed page, Web site page, advertisement, brochure ...
WHAT'S On The Page?
Typically, a Western audience reads from top to bottom and left to right. That doesn't necessarily mean information has to be placed on a page in that order. As readers, we look at a page and attempt to figure out what is the important message on the page. If everything is shown the same way, same size, same spacing — no importance is established for anything on the page. It looks foreboding and unfriendly.
BUILDING Hierarchy
When you look at many well-designed ads, there's a headline that is big and attention grabbing, maybe a large photo, and then the rest of the information is arranged to give each part more or less importance. There may be additional smaller photos showing details, or contact information or where to find a product. There may be copyright notices at the bottom of the page in small type. All of these things are designed, sized and spaced to help the reader move through the information logically. Readers aren't forced to work through everything to find the important items. Even the paragraphs of this post help to distinguish parts of this topic. Adding subheads makes it even easier for the reader. If I wrote this as one long paragraph, with no breaks, it would be a lot harder to read. And I'd run the risk that you wouldn't bother with it.
SPACING Unites or Separates
When you are placing elements on a page or even typing long documents, spacing can help the reader determine what items go together. A simple example is the subheads I'm using in this post. They are closer to the paragraphs they go with then they are to the paragraphs before them. You don't have to think about what the subheads belong with; it's obvious from the spacing.
Looking at well-designed ads, you may also see the use of a company's logo or brand. It will probably be spaced near contact information, address, phone numbers, even Web addresses and the names of contacts. This is all information that fits together logically and so spacing these things together makes a unit out of them. It separates this important information from the rest of the elements on the page, therefore giving it a position in the page's hierarchy.
SPACING Photos
Making photos look good on a page can be difficult, particularly if there are many photos or if they are all different sizes. But spacing things together that belong together can help here too. See if the photos break down into more than one subject or category and if they do, consider designing a couple groupings rather than just plopping them all on the page the same way. If they don't separate into categories, there still may be some that are more important than others and those could be slightly larger. Or group one large photo with several related, but smaller photos. And remember to space the photos near any text that refers to them. Don't make your reader search for the photo he is reading about, or for the description of the photo he is looking at.
LIMIT the Number of Important Points
Pretend you are the reader and look at the page. What jumps out first? Is that the most important thing on the page? Is that what you wanted readers to see first? What do you look at next? Does your design create a logical path through the information on the page? If you become confused at any point about what comes next or what goes with what, then the page layout needs work. A common error is to try to put too many important points on one page or in one ad or document.
MORE Isn't Always Better
When too many things are presented with the same importance, then none of them look important. Even when you are talking about one subject, one product, one service, some information will be more important or relevant. Keep those relative importances in mind when writing the text and when sizing and placing that text on the page. If you have more than one or possibly two ideas, items, etc. that are of equal importance, it is probably best not to attempt to combine them in one project.
BOTTOM Line - Think About Your Reader
The main thing to remember is that you know more about what you are marketing or advertising than your reader does. It is unrealistic to expect that reader to absorb or even be interested in knowing everything you know. So don't overwhelm him with too much significance. Keep it simple. One message at a time is best and when you must add more, be sure to build a hierarchy that the reader can easily follow. He'll be more likely to read your message and more likely to understand and remember it.
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This article is from the Ballyhoo Blog, by author, Cynthia Pinsonnault, owner of Pinsonnault Creative, a creative services company offering graphic design and Website design; Web site user interface analysis, SEO and usability consulting; copy writing and creative writing; marketing and advertising. View portfolio at: http://www.pinscreative.com - Read more articles at http://www.ballyhoo-blog.com.
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This article is from the Ballyhoo Blog (http://www.ballyhoo-blog), by author, Cynthia Pinsonnault, owner of Pinsonnault Creative (http://www.pinscreative.com).
You are free:
* to copy, distribute, display, and perform the work
Under the following conditions:
Attribution: You must attribute the work in the manner specified by the author or licensor. (See attribution copy below.)
Noncommercial: You may not use this work for commercial purposes.
No Derivative Works: You may not alter, transform, or build upon this work.
* For any reuse or distribution, you must make clear to others the license terms of this work.
* Any of these conditions can be waived if you get permission from the copyright holder.
Your fair use and other rights are in no way affected by the above.
This page defines the attribution that must be included in any use of all articles found on this blog. When used online, it is preferred that attributions are linked back to the original blog post containing the content used.
Preferred Attribution:
This article is from the Ballyhoo Blog, by author, Cynthia Pinsonnault, owner of Pinsonnault Creative, a creative services company offering graphic design and Website design; Web site user interface analysis, SEO and usability consulting; copy writing and creative writing; marketing and advertising. View portfolio at: http://www.pinscreative.com - Read more articles at http://www.ballyhoo-blog.com.
Alternative Attribution:
This article is from the Ballyhoo Blog (http://www.ballyhoo-blog), by author, Cynthia Pinsonnault, owner of Pinsonnault Creative (http://www.pinscreative.com).
Introduction
Pinsonnault Creative is a marketing and graphic design studio specializing in corporate identity, corporate brochures, direct mail, advertising design and Web site design. With more than 25 years of experience in the design and marketing industries, we bring a high degree of quality and a wide range of knowledge to a variety of corporate communications projects.
I established Pinsonnault Creative in 1989 after years of experience in graphic design, marketing, advertising and media. I hold a degree in marketing from Berkeley College in New York State. After graduation, I worked in the advertising department of a major fashion chain in Albany, New York, where I was responsible for producing advertisements for major newspapers in several cities; worked with media placement and scheduling; and learned traditional production artist responsibilities.
In 1980, I joined the Media Department at Rensselaer Polytechnic Institute in Troy, New York, where responsibilities included graphic design, illustration and multimedia presentations. I also learned about photography and film and video production.
Moving to Texas in 1986, I worked developing and marketing “Desktop Publishing” which was just hitting the marketplace. This early experience with emerging graphics technology led to a position as assistant art director for a full service advertising agency.
After moving to Houston early in 1989 and working freelance for a number of Houston studios and agencies, I established Pinsonnault Creative late in 1989. The Company maintains a small staff of full and part time employees and works with a number of associate companies to fill the needs of clients. Keeping overhead to a minimum but still having access to some of Houston’s greatest communications talents provides my clients with high quality at reasonable costs.
Professional Awards: American Advertising Federation, Award of Excellence; Addy Award; IABC Brazos Bravo; IABC Award of Excellence; American Corporate Identity Award of Excellence.
I established Pinsonnault Creative in 1989 after years of experience in graphic design, marketing, advertising and media. I hold a degree in marketing from Berkeley College in New York State. After graduation, I worked in the advertising department of a major fashion chain in Albany, New York, where I was responsible for producing advertisements for major newspapers in several cities; worked with media placement and scheduling; and learned traditional production artist responsibilities.
In 1980, I joined the Media Department at Rensselaer Polytechnic Institute in Troy, New York, where responsibilities included graphic design, illustration and multimedia presentations. I also learned about photography and film and video production.
Moving to Texas in 1986, I worked developing and marketing “Desktop Publishing” which was just hitting the marketplace. This early experience with emerging graphics technology led to a position as assistant art director for a full service advertising agency.
After moving to Houston early in 1989 and working freelance for a number of Houston studios and agencies, I established Pinsonnault Creative late in 1989. The Company maintains a small staff of full and part time employees and works with a number of associate companies to fill the needs of clients. Keeping overhead to a minimum but still having access to some of Houston’s greatest communications talents provides my clients with high quality at reasonable costs.
Professional Awards: American Advertising Federation, Award of Excellence; Addy Award; IABC Brazos Bravo; IABC Award of Excellence; American Corporate Identity Award of Excellence.
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