Arranging a slide can be a bit like putting together a puzzle. Understanding visual hierarchy is key to helping your audience see the most important pieces of information first. When visual hierarchy is poorly established, a reader will likely feel lost and lose interest in the presentation quickly.
Users prefer recognition over recall. As a result, the reader must be able to scan the slide quickly without having to work to remember anything. The intended order in which your graphic composition should be read should be obvious to the reader. Here are a few items to keep in mind for greater reader recognition with effective visual hierarchy.
Size
Size matters when drawing attention on your slides. Generally, larger elements draw the most attention. If other elements of visual hierarchy allow, the user easily recognizes items that are big first. They then go on to read the smaller elements sequentially.
Color
Muted colors garner less attention than bright colors. Using color to your advantage is key to effective visual hierarchy. Try making a bold statement by picking a color that will stand out to the degree you desire.
Contrast
Using contrast in your visual hierarchy heavily impacts its overall success. For instance, if your entire presentation is full of vivid color, then putting an important element in a bright color is not effective.
Alignment
Want a different way to draw attention to an element? Try shifting alignment. The eye naturally is drawn to components that are out of the ordinary. Practice moving elements even slightly to see how that can impact your visual hierarchy.
Repetition
Readers see patterns. If you repeat a style, that will suggest to your reader that the current information is related to the last time that style was presented. This recognition is a powerful tool to keep in mind.
While all elements are important, as a designer you will favor certain elements and that is fine. Size, color, contrast, alignment and repetition each boost efficacy considerably. Consider how each element relates to the other and find your unique style. Some designers lean into alignment more heavily while others obsess over the perfect color palette.
Finally, ensure a second set of eyes examines the visual hierarchy. Asking probing questions so each crucial element is guaranteed to be well-represented will make all the difference.
Stay tuned for more elements of visual hierarchy and how they impact your reader recognition. Can’t wait? Contact us for a free quote and let us partner with you on your deck!
