Definition
The order in which the eye reads the elements of a piece, defined by size, weight, color, position and space. What matters most appears first.
In practice
If everything is big, nothing is. One headline, one hero number, one button. The rest in support.
Editorial design & presentations
Sustainability report, guide, institutional book, sales deck. PDF, print and web.
Related terms
Keep reading
What we learn by doing.
Brand typography: how to choose your company's fonts
Two fonts, one hierarchy, one license. And a fallback for whoever doesn't have the original.
Sustainability report: how to design one the board actually reads to the end
Organize by outcome, not by org chart. One hero number per page. Real photos, not stock.
Sales deck: how to build one that sells without you in the room
The deck will be forwarded to the decision-maker — and you won't be there. It has to speak on its own.
Let's talk
Ready to amplify your brand?
Tell us what you need. Within one business day you'll get a direction — and, if it makes sense, a proposal.