Visual Hierarchy

16 min readSep 9, 2019

Communications Mini— Project 2

Brief Background on ReelAbilities

Initiated in New York 2007, ReelAbilities Film Festival was the first cinematic event held to shed light on the lives and voices of people with disabilities. Through the award-winning films, the festival brings the community together, promoting the shared human goals of inclusion and diversity.

Taking place in Pittsburgh from September 4–11, the festival screened several films at the SouthsideWorks Cinema. Finding time with my classmate Yoshi, I was able to actually experience this inspirational event for the first time.

We watched Hearts of Glass, a documentary film that recorded the tumultuous process of launching Vertical Harvest (VH), an innovative high-tech urban farm with an experimental social mission. A food production start-up that grows crops in a hydroponic greenhouse in Jackson, WY, Vertical Harvest also strives to integrate meaningful and equal employment for people with intellectual and developmental disabilities.

While such business drama was remarkable in its process for overcoming agricultural challenges (the greenhouse is located in a mountain town with extreme climate fluctuations), I found it more inspirational that VH never strayed away from their efforts to bring out the dynamic working environment. I recall how one of the business leaders quoted it was crucial that VH did not prioritize business over their social mission, especially during the harsh seasons when production goals were not being met. Overall, Hearts of Glass fulfilled their message, spreading awareness by proving the benefits of diversity in the workplace, where people and products can truly grow together.

Notes on the Event

Beyond the film, the cinematic experience was also notable from the moment I arrived to the theater to the series of steps until the actual screening. As it was my first time at the SouthsideWorks Cinema, I was initially confused, for there were no advertisements or information regarding the festival in any way. Instead, there were only small paper signs that directed me to the ticket check-in booth for ReelAbilities.

Diversity in audience: the age ranged from children to elderly, and the front rows were all filled with people with disabilities, who sat with their volunteers.The theater aimed to bring out an inclusive environment within the event itself.
This event also reminded me of one of the lectures during our How People Work class—the importance of empathy (emotional connection) with the people. Also, the Access+ Abilities gallery at Carnegie Museum of Art provided another research base to how I can develop this concept of finding opportunity/hope in disability.

Lesson on Hierarchy

Hierarchy in design establishes the order or importance regarding visual elements from text to graphics, allowing readers to navigate the poster in a purposeful way. The five main design principles of hierarchy include:

Dramatic shifts in contrast: differences in color (light to dark) or size (font stroke weight or boldness) signals something is different, immediately grabbing viewer’s attention.
Proximity creates visual organization by grouping similar/related content together or distinguishing them through clear separation. I found it interesting how lack of closeness could also indicate a conceptual/abstract relationship, like the architectural poster shown in class. (Text floats around the poster in a unique way)
Alignment is created through grids and columns that provide basic structure behind any form of visual layout. By aligning design elements in a purposeful way, this can also create text rhythm and flow.
Scale can be used in an effective way for attracting the viewer’s eye to a specific design element, since larger objects are more noticeable than smaller ones. Even subtle shifts in scale within text through headers, sub headers, and content bring out a clean sense of hierarchy.
Color is a unique tool for creating visual organization by emphasizing a specific element through a sudden bold color, or by using contrasting colors alongside each other.

Also, it is essential to note that each level of hierarchy can be presented through one or more cues, either by modifying the text or the graphic elements.

Hierarchy: Part 1 (Contrast, Alignment, Proximity)

I began the process by experimenting with 3 elements of visual hierarchy: contrast, alignment, and proximity. Using the font Neue Haas Grotesque Text Pro, I experimented different stroke weights, linespacing, and flush margins.

Stroke Weights (55 & 65)

Among the three, the left poster felt most comfortable to read (bold header immediately grabs attention from the most top of the page)

More reasonable to emphasize the top header and information (1st photo), creating a clear division without the need for line spacing.
Too many bolded text within the content creates distraction, especially when consistently alternating from bold to regular. It is more impactful to have minimal bolded text that stands out.

2. Linespacing

The organization for the 2nd poster was most logical (grouping the film, director, and date together).

Line spacing between lines creates a grouping effect, clustering related information together that eases readability. Narrower line spacing between text allows us to remember the content together.
I attempted to emphasize the main film information by separating each line (1st photo), but this only created ambiguity as if they are unrelated information.

3. Flush Margins

For the two flush margin, I tried experimenting with different tab spacing and placement of the text. However, they all feel distracting because the margins create more symmetry, having equal amount of text in both sides. This decreased the effect of hierarchy, since there wouldn’t be one area to spark immediate attention.
For the three flush margins, the most left poster had the clearest layout, dividing the content by header, content, and link.We tend to read from left to right, so I placed the most important text on the left.

Then during class, we posted sample assignments on the wall, which helped me to compare each exercise in a step-by-step manner, observing the various hierarchal effects.

Sample assignments posted along the entire wall

Effective posters were those that clearly showed contrast between main information (title of event, date, and location) and sub information. Some key takeaways from the class discussion:

Understand what needs to be read first in the poster (is it the main title/heading vs the content?)
Minimal use of technique to point out a specific area is more effective. Overusing a technique only creates distraction.
Use line spacing and margins to separate information

Lesson on Color

Now moving on to color, I learned how the various relationships within the color wheel could be effective tools for creating a particular mood and visual impact. Some key takeaways:

RGB vs. CMYK (RGB is an additive system for designing on screen, utilizing three primary colors to create a wide range of hues; however, CMYK is subtractive that is more ideal for printing process)
Hue (specific color), Saturation (purity of the color as it neutralizes into grey), and Luminosity (light to darkness of a color)
Using colors with contrasting values create emphasis and distinction between elements. Though complementary colors can create a vibrant look, it could be overwhelming if they are used at full saturation (not ideal for small text)

Hierarchy: Part 2 (Color and Scale )

Using one of the templates from the previous exercise, I experimented with how color and size could create a secondary impact. First exploring the wide variety of color choices, I came up with several schemes by digging through magazines.

After this small exercise, I realized how important color is for setting the overall mood of the poster. Reflecting back on the main message of my poster, regarding disability rights and accessibility, I felt drawn to colors that created a calm but warm and hopeful feeling. Initially, yellow sparked my interest, but

Color

2. Scale

Utilizing basic 12 by 12 grid structure while experimenting with text placement & size.

3. Color and Scale

Exploring how color can be used to direct one’s attention

Critique takeaways

Better use of the white space: Most of my composition is centered on the middle with almost equal amount of white space around the text. As a result, the posters already feel “full” with all the text with no real focal point.
Lack of scale difference: The big title font and content have similar text sizes that lessen the effect of hierarchy. In particular, the staircase structure could be improved if the above elements could be decreased to emphasize the bottom title.
One element that confused me was stroke weight vs. stroke size. I realized the contrasting impact is greater when both are modified together, rather than just one. Changing just stroke weight by bolding a few text may be effective for simply highlighting key words within the body content. But by also drastically altering the size, the text would immediately stand out as an emphasis point.

Hierarchy: Part 3 (Images)

Now the purpose is to choose one main image that could express the message of the poster.

The first abstract image caught my eye through color—the little blotches of bright orange mixed with light blue and turquoise created a feeling of hope. I was able to experiment with the composition more freely, using the orange areas for the main focus points like title and subtitle.
The second image evoked a magical mood but also mystery with the unknown rectangular element that reminded me of cinema (shining film screen). But one issue is that this may be too abstract—how much does this really portray the message of ReelAbilities? Is it too subjective?

On the other hand, the photographs are more direct, showing literal images of the film camera, film strips, and shadows of people. The first photo evoked a unique mood with the blurring light shining out from the sense, whereas the second photo felt more mechanical.

1. First Attempts with Photos

Initially, I thought that the silhouettes of people in front of the sunset brought forth a warm, hopeful mood. However, the more I examined, I realized the images and mood render a more commercial feeling (skateboarding ad).

Images that are still not appropriate for the concept of disability.

Main Takeaways:

Interpretation of photos: Currently none of the images truly portray the message I wanted to deliver regarding disability. The ones with people’s shadows evoke an image of skateboarding commercial or even a marathon. The film camera is way too literal without much depth.
Hierarchy of Text: All the text feels as if they were just pasted on the blank areas without enough consideration. Currently, the body text and the subtitle (date, location, and website link) all have very similar color and size, which also makes the content difficult to read from afar and up close.
Faded colors: The entire poster feels very faded and dark without any point colors. Except for the title ReelAbilities, the other film titles do not stand out.

2. First Attempts with Graphics

Pondering how I could better convey the message of disability, I attempted to try out a graphics approach by creating shapes in illustrator. Breaking apart the disability logo sign, I wondered if I could express the idea of hope and more dynamic energy.

However, there was still the continued problem with the overall faded tone of colors. The gradient patterns seem to be placed all over, floating around the blank space. As a result, the problem of reduced hierarchy arose once more.

Experimentation with Braille Alphabets

Continuing on with the graphics experimentation, I attempted to utilize Braille alphabets as a symbolic means of conveying accessibility.

I personally felt the colors worked effectively together as a complementary scheme, where the orange and blue evoked a vibrant and hopeful mood.
The biggest problem of this poster came along with the overall concept; the braille alphabets are created to aid in communication for the blind people through tactile means. However here in this poster, they are used more as a visual element of a poster, which turns away from the purpose.

Full Progression of the Abstract Watercolor Background

Struggling to find better imagery for my poster, I returned to my old piles of images that I had collected in the very beginning. One of the images that my professor was drawn into was an abstract watercolor background with a burst of complementary blue and orange colors. The unique swirling effect of the watercolor on the upper left that moves down intrigued me, and I tried to figure out ways to utilize the background space.

The biggest challenge for me working with this image was the composition and layout. It was extremely tough trying to figure out how to lay my text in an effective way that can draw information around the graphics.
Also, once I got to actually print the poster in full size, the colors came out a lot more muted than I had hoped. The orange and blue were way too saturated, and they clearly did not elevate the content; from afar, the poster looked like a big blur of blue and orange. The big empty space on the right in the first poster was also ambiguous— blank spaces should be used to emphasize a particular area of a poster, but just having the half left empty made it feel very awkward.
Since the background was an abstract one, I attempted to incorporate a descriptive phrase “shedding light on the lives of people with disabilities” within. However, the arrangement of this phrase on my current posters did not support the overall poster’s theme in any way. The main reason would be the way I placed the text on the poster—the indefinite size, similar color, and inappropriate location.

A couple of different approaches to text arrangement and hierarchy.

Photos from the Film

Taking in more consideration from the feedback I received from last class, I decided to do a little more investigation with the prompt. One of the biggest suggestions was to use a photo that conveyed more realism and emotion. Looking through every one of the film in the festival, I found two main photographs that immediately drew my attention.

(Two main photographs from the films Gurrumul and Princess of the Row)

The portrait of Gurrumul on the left provided a strong composition with a definite black and white contrast between his facial appearance and the white background.
On the other hand, the soft tone of the colors (light yellow, orange, khaki green, and beige) from Princess of the Row brought forth a warm, lovely mood despite the clear element of disability in the father’s blank eyes. The gentle hint of smile on the girl’s lips with her arms tightly bracing her father provided a beautiful image.

Initial experiment with placement of the photos around the page

Upon these, I gained some initial feedback from my professor and T.As.

Better choice of photos (better delivery with the emotional aspect) and color choices correspond well with the image
Needs better cropping (the orange post and the metal pole in the background creates a distraction
Still needs work on text hierarchy in the micro section (how can I create more emphasis on certain body text like movie title and author?)
Also, more exploration with composition and text placement around the photo. Is there a better way I can draw attention to the text without becoming overpowered by the image?

While there was a clear structural organization in layout, these samples reminded me of brochure pages, rather than posters. In order to solve this problem, I attempted to try out more different approaches, such as photoshopping the images background to let the people pop out more.

Attempt with a dark navy blue background

Photoshopping images background (black and white vs. lighter opacity)

Making the backgrounds lighter with gradation definitely seemed to let the two characters show up more. Before, all the colors were way too saturated, but now they seem to better complement with each other.

Different versions of the full-size image poster on white

Comparing the white background versus the dark, I felt that the white background evoked more of the warm and bright mood. Although the black posters did allow the text and colors to pop out more, I felt that the overall emotional delivery worked better with the white. Also, by having the image size up to fill the bottom space, there was a better effect of drawing our eyes to the man’s blank facial expression.

Final Poster

Reflection

As this was the first poster I attempted to design, I definitely struggled a lot. I found myself going back and forth in too many random directions in the beginning, trying out photographs, graphics, and even an abstract painting, although none of them really proved to be effective. And reflecting back at my overall process, I feel like my biggest problem was really the workflow. I lacked the in-depth research and idea planning in the very first step of the process; I was way too shallow and subjective in my thinking, choosing images that merely hinted on the “film festival” rather than the real purpose—finding ability within disability. I could have spent more time on brainstorming what are the main keywords that express the theme in a way that’s not overly straightforward/explicit.

Not only this, I realized a little too late upon the importance of finding good models and samples of posters for inspiration. I started off out of a pure blank canvas, which in a way intimidated my work process. And so for the entire time, I spent a lot of time trying to lay out the text around the paper in different locations, without much attention to other important details like text hierarchy, color, and scale. And particularly, the biggest lesson I learned was how I shouldn’t make too many variations in one concept, but make a variations with different concepts. Even if I had spent a lot of hours with an artboard, in the end, I would find just similar pages next to each other. I wish I could have been more bold with my exploration, rather than limiting myself too much on the image.

I still believe this poster needs a lot more development to look finalized. Although I was able to find an appropriate photo in the end, I wish I could have tried more bolder and tried new creative attempts with the design. Rather than a poster, the samples look like a dull brochure, basically a draft that any person could have easily thought of. How can I be more creative in delivering the message of the poster? How can I bring out the emotion by not depending on the image, but also through text style and color? These are some important questions I learned to ask for this specific poster project.