Visual Hierarchies

The Ace Hotel New York City, Dana Tanamachi

This design by Dana Tanamachi uses typography to create visual hierarchy. The preattentive features in this design are the typefaces that say "Free" and "Dream". They are larger and much bolder than the rest of the text. This typeface stands out because it is bold and boxy with a drop shadow, making it look more emphasized. The text that says "Free" is at a different angle than the rest of the text, working as the main attention grabber. The bold font tells us that those words are important to this design because it stands out from the other text. If this design was on a bigger scale with more words illustrated, our brains would could create visual queries and tell us to look out for this boxy text in order to locate all the important words within the text. Similar to the example in the text about the oranges, our brains would seek out the bold text and ignore other details.