Blog 2: Typographic Hierarchy, Emphasis, & Punctuation

Typographic hierarchy is achieved by:

  • Having a part of the typography be the focus of attention so that the viewer will be eager to take a look.
  • Emphasizing the most valuable information by making it easy to see.
  • Think about using subheads, drop caps, and paragraph lead-ins to help keep apart and make more known different parts of the text.
  • Also think about using design elements such as pull quotes, sidebars, bulleted lists, and tint boxes to make large amounts of text easier to read by making them separate.
  • Take care when using text alignment and column width.
  • Set the margins, gutters, and other spatial elements with purpose, and negative space gives a significant impression.
  • Support the typographic hierarchy with color.
  • Lastly, always be consistent.
Screenshot from Inspired: Frank Lloyd Wright on Vimeo

Screenshot from Inspired: Frank Lloyd Wright on Vimeo

This example mostly achieves typographic hierarchy because a drop cap is used to lead the viewer in, however the text using the regular weight is hard to read over the background of the flowers. The bold weight appears to be twice the weight of the regular weight used so that’s a good thing.

Brian Regan - Kinetic Typography on Vimeo

Brian Regan – Kinetic Typography on Vimeo

Here is an example of good typographic hierarchy because the text is separated into columns with appropriate column widths. Also, the text is organized well so the viewer is able to read what is being shown on screen well as the quote is showing. I would say they achieved typographic hierarchy.

Conan O'Brien Kinetic Typography on Vimeo

Conan O’Brien Kinetic Typography on Vimeo

The technique for emphasis, Italics or Obliquesis is depicted well in this video. Conan O’Brien was emphasizing how amazing his staff and crew at NBC are during his farewell address.

A Very Vimeo Valentine on Vimeo

A Very Vimeo Valentine on Vimeo

In this video, the type size technique for emphasis is used. The words are grouped in varying point sizes for dramatic effect, and I believe that the use of the type size technique achieved emphasis.

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