![]() ![]() You can vary the same characteristics that we talked about in the last couple of articles in this series. Your goal is to create elements with noticeable differences in visual weight. To exert dominance, an element has to look different from the elements it’s meant to dominate. Identical items can’t dominate each other. You create dominance through contrast, emphasis and relative visual weight. The greater its visual weight, the more an element will attract the eye and exhibit dominance. You design one element to have more dominance than another by giving it more visual weight. Without conscious control, you’d just hope that things all work out and that the important information will attract attention. Some elements will dominate, and some will be subordinate. ![]() ( View large version)Īs you develop a composition, you’ll see numerous elements exerting dominance over each other. The circle exerts dominance over the square due to their relative sizes. It will seem to exert force on what’s around it. The more dominant element likely has greater visual weight than the elements it dominates. It might even appear to exhibit some sort of control over the less dominant element. ![]() The more dominant element will attract the eye and get noticed first. Either the elements will be equal in every way or one will exert some level of dominance over the other. Some elements need to dominate others in order for your design to display any sort of visual hierarchy.Ĭompare any two elements in a design. For one element to stand out, another has to serve as the background from which the first is to stand out. Everything is louder, but still nothing is heard.Įmphasis is relative. When you try to do that, all of your design elements compete for attention and nothing stands out. Design Principles: Visual Weight and Visual Direction. ![]() Design Principles: Connecting and Separating Elements Through Contrast and Similarity.Design Principles: Space and the Figure-Ground Relationship.Design Principles: Visual Perception and the Principles of Gestalt.You can find the first four posts in the series here: Note: This is the fifth post in a series on design principles. And once the button is bigger, the heading is going to start looking small again. Of course, now that the logo and heading are bigger, both are going to attract more attention than the main call-to-action button, which will need to be made bigger. The clients wants to make the logo bigger. The new heading stands out, but now the logo is too small in comparison and isn’t getting noticed. Has a client ever asked you to make the logo bigger? Maybe they asked that just after you completed their request to make a heading bigger. In order for some elements in a design to stand out, other elements must fade into the background. It will help you communicate with visitors quickly and efficiently.įundamental design principles part 5: You can’t emphasize everything. Designing different levels of emphasis or dominance will create a visual hierarchy in your design, with more important information being more visually prominent. Three levels is ideal they’re all that most people can discern. By varying the visual weight of some elements and the visual direction of others, you can establish different levels of dominance. Some elements need to dominate others in order for your design to display any sort of visual hierarchy. ![]()
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