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Hierarchy is subtraction

Most weak layouts are not missing emphasis. They have too much of it.

4 min readComposition

Emphasis is a budget

If three things shout, nothing is loud. Hierarchy is not the act of making the important thing bigger; it is the act of making everything else quieter. Most weak layouts already contain a strong idea, buried under three competing ones.

Two steps, not one

Choose one primary element and demote everything else by at least two steps of size, weight or colour. A single step reads as an accident. Two steps reads as intent.

Hold the line

Resist adding a third level until the first two hold on their own. When a page needs a third, ask whether the content itself has too many jobs.

Contrast is a budget. You get to spend it once.

Try this

Take a layout you are working on and delete every emphasis: one size, one weight, one colour. Add emphasis back one decision at a time and stop the moment the page reads.

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