Discussion Point- Lucy Threlfo

With the emergence of digital technologies visual hierarchies have become more complex. Traditional technologies limit the potential complexity of visual hierarchies to elements like point size, leading, colour,  varying typefaces and bolded type if available. With the rise of technology these elements are still highly relevant for creating an effective visual hierarchy, however now designers are spoilt for choice with the digital alternative allowing them to create any colour, use any of the ready set typefaces and even download or create custom typefaces as well as play around with any number of leading or point size combinations.

Digital technologies also allow for more complex grid systems to be tried and tested by designers also. It may be possible to create such grid systems with traditional technologies however this would be time consuming and perhaps not cost effective. These new complex grid systems have allowed for more variety for the viewing audiences as well the ability for the designer to express individuality.

Perhaps, the biggest advantage for using digital technologies for creating a visual hierarchies and grid systems is the ability to critique as you create.  

In the two examples shown the freedom now available to designers is evident.

In 'The Insect Circus' example mimicking the style of traditionally printed posters, the grid system is clear and defined through the use of a border as well as lines dividing the name of each act. There are literally fingers telling the viewer where to start reading from and the visual hierarchy also relies upon the image and border to draw the eye and the variation of typefaces as well as the variation of red, blue and black colours to direct the eye down the page.

Like 'The Insect Circus' example the 'Cirque du Soleil Iris' poster also uses an image to draw the eye of the viewer as well as varying typefaces and point sizes. However, the amount of information provided on this poster in the form of text is a great deal less. Also used in a photograph which has obviously been digitally altered, instead of a more traditional illustration seen in the insect example. More variation in colour is also seen as well as the use of a custom typeface. The grid system in this example is also harder to define due to the lack of a border though the text does all align to the centre perhaps indicating an element of this system.