Hierarchy is used to guide the reader's eye to whatever is most important. In other words, it shows them where to begin and where to go next using different levels of emphasis. 

Establishing hierarchy is simple: Just decide which elements you want the reader to notice first, then make them stand out.

High-level items are usually larger, bolder, or different in some way. Remember to keep it simple and stick to just a few complementary styles. 

Effectively organizing content within a professional logo design so that it’s easy to understand and consume is one of a designer’s most important jobs.

And since much of the content designers work with is text-based, creating an effective typographic hierarchy is one of the most important things a designer can learn. 

While practicing and experimenting with creating an effective hierarchy is the best way to really master the skill, there are a number of guidelines designers should learn first, before setting out on their own.

After all, it’s impossible to break the rules effectively without first knowing what they are. 

How Humans Process Visual Information. 

When it comes to reading words, most cultures generally read top to button and left to right. Of course, there are exceptions but if you’re reading this now, it’s a safe bet that you didn’t start at the bottom. 

Reading visual information works in a similar, yet a slightly different way, and thanks to eye tracking, we know this to be true. Below are the two main ways (known as patterns) we process visual information.