Type hierarchy helps a piece to flow. Most design briefs are intended to communicate a message and as designers, we want to ensure we are as clear as possible.
Even if you have a lot to say, you can implement Type Hierarchy to break down the info so the viewer understands the message without feeling overwhelmed. Here’s an example:
Photo by Banter Snaps on Unsplash, flyer designed with a template from Canva
A Tale of Two Flyers
The first design is much easier on the eye and offers a range of text sizes and formatting. The second design is all the same size, meaning some messaging is lost and some is much stronger than it needs to be.
The viewer struggles to understand the message of the piece and is much less likely to take the desired action. Meaning, as a designer, you have kind of let the side down and probably won’t get recommend or hired again. Soz.
The Basics of Type Hierarchy
Try to include a distinct text style for the following element of your marketing designs and your work will both flow and communicate the message effectively.
This is the first thing the viewer should see. You can make it stand out by using high contrast (dark on light colour schemes and vice versa), choosing a bold or heavy font variation or just ensuring it is a little bit bigger than the rest.
This isn’t always necessary but can be useful for adding that little extra detail once you have the viewer’s attention. This should still be prominent, but smaller than the Header. Try using a font from the same typeface family but choose a lighter version.
This is the meat of the messaging, but be careful not to go overboard. Too much Body Text won’t hold a viewer’s attention for long. Keep it short, well spaced and smaller than the other text on the page. This is also a great place to use mixed casing for the text, whereas either all caps or all lowercase works better in Headers and Sub Headers.
Call to Action (CTA)
This is likely the most important part of the design as it inspires the viewer to take action. This means your design is working and your client gets more leads and gives you a Whole Lotta Love.
CTAs should stand out, but not detract from the Header and overall message of the piece. Try making them smaller than the Header, but bigger than the Sub Header. Also experiment with spacing, it is currently really on tend to include websites as a CTA but include lots of space between the individual characters. Be playful but follow these rules loosely for better design results.