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Chapter 7 ∣ Design and Layout
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Rhythm
The movement of a reader’s eye is often
determined by the shapes used in the image. The
square reflects horizontal and vertical movement.
The triangle reflects diagonal movement, and the
circle reflects a curve.
Rhythm in a design results when the
elements have been properly used to create visual
movement and direction. See Figure 7-34. Rhythm
can also be achieved through the use of a pattern
or repetition. Patterns can be used in contrast
with an element to create an effective design. See
Figure 7-35.
Hierarchy
Hierarchy is the distribution of elements in a
design based on their level of importance to the
message or objective. The designer is creating a
general road map that tells the viewer where to start,
where to go next, and where to finish. Designs that
do not have clear hierarchy are either boring and
nothing stands out, or they are chaotic and you do
not know where to focus. Generally, in an effective
design, the most important factor is where you
want the eye to start. Visually leading the viewer
throughout the piece is based on the structural
hierarchy you establish.
Unity
Unity, or harmony, is the proper balance of
all elements in an image, resulting in a pleasing
whole and an image that is viewed as one piece.
Every element must be in proper position to create
a harmonious image. The characteristics of a
design can be moved and manipulated to create an
interesting and functional combination of elements.
Choosing type styles is also important to
achieving unity. A unified design is the result of
viewing the layout as a whole and not as separate
elements. See Figure 7-36.
Goodheart-Willcox Publisher
Figure 7-34. Images that imply movement or direction give
rhythm to a design.
anusorn2005/Shutterstock.com
Figure 7-33. Using contrasting typefaces makes a design
more exciting.
Goodheart-Willcox Publisher
Figure 7-35. A balanced pattern provides rhythm by
contrasting with the rest of the image.