Unit 2 Intro to Typography Design

Lesson 3: Don’t forget about Visual Weight

Every element on a page exerts a visual force that attracts the eye of the viewer. The greater the force, the more the eye is drawn. These forces also appear to act on other elements, imparting a visual direction to their potential movement and suggesting where you should look next. We refer to this force as visual weight. Visual hierarchy and weight are essential concepts to understand if you want to create flow, rhythm, and balance in your composition.