![]() ![]() Increase color contrast to background (make darker on a light background, or lighter on a dark background).This is because the red is the most distinct from the rest of the composition. Notice that what likely calls your attention first is the notes. Here is an example of combining font, color, size, and order to create a dynamic but clear visual hierarchy: As a rule of thumb, it’s best to have several distinct levels of visual weight in your composition. For instance, most designs have one primary headline, rather than several. It’s important to avoid having multiple elements with similar visual weights, as that can cause elements to compete, and leave the viewer without any direction to absorb the content. When combining these factors in a design, they might not add up the way you’d think, so step back and look at where your eye goes first and follow it through. This factor doesn’t affect visual weight as much as the others, but is something to keep in mind when creating a layout. Because of this, our eye is naturally drawn to the top left and works its way down. In English, we read left to right and top to bottom. If you can see the connection, essentially the more of the background is obscured by the object, the heavier the object is. The bigger the object, the heavier it is visually. Keep in mind, darker colors have more visual weight on light backgrounds, but light colors have more visual weight on dark backgrounds. The darker the color, and the greater the difference between it and the background, the more it stands out. This font has the heaviest visual weight. Where does your eye gravitate? Probably to the Black because it’s the most different from the other text and the background. The boldness of a font, called “font weight,” directly correlates to its visual weight. Let’s take a look at some basic weight scales that you might already be familiar with. There are many factors that go into visual weight, and each can be added to one another to create complex hierarchies. Nothing is always heavy or always light everything is relative to other elements on the piece. Keep in mind that visual weight can be somewhat subjective and vary case by case. Text or graphics that have a lot of visual weight feel heavy, while those with little visual weight feel light. When you make something harder to see, or “quieter”, you’re removing visual weight. When you add a background or border to an element, you’re adding visual weight. Visual weight is how strongly something pulls at the viewer’s attention or, in other words, how “loud” it is. ![]()
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