Hierarchy

The order in which things are meant to be seen. Good hierarchy is an argument made silently, with size, weight and space instead of words.

Every surface makes a claim about what matters most, whether the designer decides it or not. Hierarchy is deciding it: one thing is loudest, a second supports, everything else waits its turn. Size does the obvious work; weight, colour, position and surrounding space do the finer grading between levels.

The discipline is subtraction. When three elements share the top rank, the page has no top rank, and the reader is left to arbitrate. On every layout we can name, in order, what should be seen first, second and third; if the finished page answers differently, the hierarchy has failed, however handsome the parts.