Design Like a Pro: How to Use Hierarchy to Create Visually Stunning Graphics

Just a quick background of me (Mary Jacobs), I have a BA in Graphic Design from The Art Institute of Dallas. The school was fast-paced and I learned how to design and market products in the best possible way. Surprisingly, there’s a lot of rules to follow for good design, and these are the tips I’d like to share with you.

What is Design Hierarchy?

Well, it’s a design principal that refers to how elements are arranged in a design. The hierarchy helps designers lay out each element in a logical manner that helps the visual be digested properly.

This means, the header will be at the top with the largest font. Then everything after that is sized based on importance. It’ll help your audience better understand the flow, so they know where to look first.

1.    Size Impacts Visibility

Bigger is better, right? While that’s still up for debate, size is arguably the most effective way to emphasize hierarchy. It’s the reason why newspaper headlines appear in larger font, and major stories often have even larger headlines than articles on the rest of the page. In any design, larger elements – whether they be words or images – not only will be most noticeable, but they also will carry the strongest message.

            Without a headline pointing you in the right direction and you see the left example – What is the story about? Is it about the Moon or the Astronaut? It’s hard to know without making your main focus larger than the supporting element.

2.   Perspective Creates an Illusion of Depth

By utilizing perspective, you can create an illusion of depth ranging from a few inches to several miles. Because we see similar illusions in the real world, we generally perceive larger objects as being closer than similar small objects, and, therefore, they usually command attention before any other object on a page.

In a bird’s eye view, a group of trees could look like dots on a page. You don’t realize until the perspective has changed, and it is revealed to be the trees at an incline.  

3.   Color and Contrast Draw Attention

Just as larger elements are perceived as more important than smaller elements, bright colors usually draw greater attention than duller hues. For example, if a single element in a block of hearts is highlighted with a bright color, it immediately grabs readers’ attention. 

Color combinations used in a design and how they relate to one another, are known as a color scheme. It can create unity, harmony, rhythm, and balance within a creation, but it can also create contrast and emphasis. 

4.   Fonts Organize Design

Think about a business card. Generally, each is comprised of several sizes of type, with major headings in a larger point size than other bits of information. Typeface hierarchies can be created with various sizes, weights and spacing. Even if a single font is used throughout a design, varying its size and weight not only draws attention to more important elements, but creates an overall composition that is easy to read and understand.

5.   Space provides Emphasis and Movement

According to the Rule of Space, an aesthetically pleasing design requires its fair share of clutter-free negative space. It’s usually referred to as “white space,” regardless of the actual background color. Strategic spacing can even draw viewers’ eye across the page in a targeted sequence, by contributing to page-scanning patterns.

            Readers tend to scan pages based on patterns, observable through their eye movements. When you want your audiences to notice elements in a particular order, you often rely on the most common patterns – reading from left to right. So in the example, I’ve left white space for enough text to complete a tea party invite in the “Z-Scanning Pattern”

6.   Proximity Suggest Relationships

Proximity, or where elements appear in relation to one another, is one of the most basic elements of composition. Simply speaking, placing related elements close together suggests to readers that they are, in fact, related.

In my example, I’m starting with images of women powering together. If I want to get my point across of unity or togetherness, I want all of them to stand closely. If I left one all by its lonesome, it’ll be confusing to my reader.

7.   Negative Space Emphasizes

Just as grouping items near each other suggests their relation, including white space around elements singles them out as separate groups of information. Negative, empty space not only makes information easier for readers to digest by grouping it into compartments, but it also creates focus as it helps eyes zero in on individual items.

Compositions lacking ample negative space can result in a jumbled, confusing and chaotic design. Less is more. You can even utilize the blank space to suggest an additional visual message. Like adding the heart in the larger hand.

8.   Alignment Directs Eyes

Alignment is part of the structure by which elements are placed in a design. It dictates that visual components, whether they be text or images, are not positioned arbitrarily throughout a composition. Many visual designs are centered or justified, which means they are spaced across a page, so they share both left and right margins. If words were just scattered randomly across a page in every direction, they would create quite the confusing scenario.

In the Sangria example, it’s easier to follow the fruit dropping straight into the pitcher, rather than it being spaced out. Your eyes might stretch over to the glass, which isn’t our main focus.

9.   Odd-Numbered Groups Create Focus

The Rule of Odds allow you to emphasize a particular image by placing them in the center of a group. When you place an equal number of neighboring objects on either side of the focal point, you’re creating an Odd Numbered Group. The result will point to the most important visual element, located in the center. Groups consisting of an off number are almost always considered more interesting and aesthetically pleasing than even numbered groups. Why?? People feel more comfortable with balance.

10. Repetition Unifies a Composition

Just as contrast emphasizes and draws attention to design elements, repetition creates unity, which boosts understanding and recognition. Whether it’s a font, color, shape, or size of an element, consistency helps define your hierarchy.

In the example, you get a much clearer design when you have equal repetition. This also includes our last tip with the bench being the odd number in the middle and the trees balancing it out. 

11.  Lines Suggest Movement

Movement is one of the most effective ways to attract viewers’ attention, especially when it’s implied within a still design. Lines are obviously efficient in pointing to items of emphasis – like an arrow – but they don’t have to physically appear on the page to do the trick. For example, by slanting an object up or down, lines can be created that suggest flight or descent.

12. Grids Organize a Design

The most effective designs are composed through some type of grid. Artists, photographers and graphic designers have long employed the rule of thirds to improve the overall balance of their compositions. The rule involves mentally dividing your composition into a grid composed of two horizontal and two vertical lines (or 9 equal boxes) and then using only two thirds of the space. Using this photo, for example, you’re getting a lot more out of it when you take up two thirds of the space for the subject. That also works for the background – where the water is two thirds horizontally, and the mountains are just starting at the one third mark. Don’t get me wrong, there is a moment when you want your subject to be dead center, but it’s always more appealing when it isn’t.

There’s a lot of tips to think about when designing your next Chapter flyer, but if you start simple and pick out 2 or 3 tips that’ll work best for you, then you’ll be making amazing looking designs in no time.  

Thank you!

The following is a post by Deborah Gill, CPA, FSDA, that was originally shared on SDA's private forum, Social Link.

Nine Facts about HSAs that might surprise you

I've always thought and tried to educate employees on the benefits for an HSA far beyond paying for current medical expenses tax free.  I finally found an article that enumerates the benefits very clearly.

"Health savings accounts (HSAs) are projected to surpass $100 billion in assets in 2023, showing that consumers are realizing the potential power of HSAs, including as a significant wealth-building tool (there were nearly 34 million accounts in June 2022, according to research by HSA investment company Devenir). The fact that the HSA individual contribution limit is lower than that for deductible contributions to an individual retirement account (IRA) has led to HSAs often being overlooked in financial planning.

However, when best practices are used over the decades of a typical working person's career, a sizable balance can be accumulated. Pair that with health care expenses as the biggest unknown in most retirees' financial plans, and having a pot of tax-free money set aside specifically to cover those expenses can make tax and withdrawal planning in retirement much simpler." 

Current law prohibits HSA contributions when any other coverage is in place, including Medicare, so individuals must take advantage while they are currently working. That is why firm controllers and HR managers should make a concerted effort to work with employees to educate them about the best uses of this tax-savings powerhouse.  

Here are nine facts about HSAs that many account holders don't know but are key to making the most of this important retirement planning tool. The full article can be found here. You will want to read the whole article.

https://www.journalofaccountancy.com/news/2023/jan/9-facts-hsa-that-might-surprise-your-clients.html?utm_source=mnl:fpd&utm_medium=email&utm_campaign=31Jan2023 

1. HSAs are fully portable at any time.

2. Trustee-to-trustee transfer and rollover rules are similar to those for IRAs.

3. Account holders can make a one-tim IRA-to-HSA rollover.

4. There is no time limit on HSA reimbursements

5. All future expenses are eligible, regardless of enrollment when incurred.

6.  Other coverage, including spousal FSA, negates the ability to contribute to an HSA

7. HSAs can be used to pay certain insurance premiums.

8. HSAs are not subject to probate.

9.  HSAs are taxable to anyone beside a spouse who inherits them.

SDA is committed to encouraging and supporting personal growth, and professional development of individuals working in the AEC Industry. One way SDA delivers on this commitment is offering the CDFA credential. Reaching CDFA status includes passing an exam that covers five core areas of the AEC Industry business: project management, marketing, finance, office administration and human resources.  SDA's Certification Committee works diligently to provide study materials and resources that will aid in preparing for the exam. However, it still takes commitment and effort on the part of each individual. To acknowledge those who have reached CDFA status, and to inspire others to follow in their footsteps, the Certification Committee is pleased to spotlight these accomplished individuals.

Spotlight: Lisa Morris, CDFA You Are Worth It!

What motivated you to earn your CDFA certification?

I wanted to grow in my career and having certification shows that this is more than just a job to me.

Did you have any concerns, or fears, about taking the exam?

I was nervous, as I haven't taken a test for many years! The support from the study group and weekly practice really helped me feel confident.

What study tools did you find most useful?

I found all of the tools helpful! Flash cards were a huge help! Meeting weekly with the study group was helpful as well.

Did you learn anything new, or surprising, while preparing for the exam?

I did learn that we are all not that different. Much of what we covered was very familiar.

What section of the exam was the most difficult for you?

Human Resources and Insurance Coverage. This is something I really don't get involved with at my firm, so I wasn't as familiar.

What role, if any, has your CDFA played in advancing your professional or personal development, growth, network, or career? 

I was recognized at my company as being career minded. I even got a raise!

Was your employer supportive of your CDFA goals and accomplishments?

They were absolutely supportive! They allowed time for me to studying and were very encouraging.

What is your top tip to someone considering the pursuit of a CDFA designation?

Don't give up!! Get involved with a study group and make those flashcards. You are worth it!

What has obtaining your CDFA meant to you?

I feel accomplished and know that this is my career. I am invested in continually learning and growing.