Typography Essentials

THE WORD28 Hierarchy using position

LETTERS IN “PRIMARY” LOCATIONS receive visual priority. Upper areas are most prominent—the higher the better. With respect to horizontal positioning, statistics have demonstrated that focus groups have a slight preference for the right-hand side of the visible area over the left-hand side. So assuming all point sizes are equal, a higher-priority position indicates a higher level of importance.

ProjectInside page

Consulting Design DirectorLuke Hayman

DesignersRami Moghadam and Mark Shaw

ClientVibe

The headline is very low in the page but because of its size, its position in the hierarchy is evident. Its placement also serves as an anchor for the truncated photo, a reason for their tight proximity. Note the prominent ...