Use white, or negative, space to create emphasis and draw attention to important elements. Conversely, running body copy usually calls for less emphasis than headings and subheads, and is commonly set flush left, which is easier to read. Centering, for instance, conveys a sense of importance, and is frequently used for titles, headlines, announcements and invitations. How elements are aligned can imply their relative level of significance. The byline is set in all caps, as weights and type sizes are fine tuned to reinforce the hierarchy. Generally speaking, bold, decorative, or more distinctive typestyles command attention and denote importance, but so can an ultra light typeface in the right setting.
Typeface and weight play a key role in establishing typographic hierarchy, especially for headlines and subheads. The following factors contribute to developing an effective typographic hierarchy: Type style To begin the process, it’s essential to understand the relative importance of all components of the content which can include headline, subhead, body text, pull quotes, listings, column headings, as well as other elements and then design to visually reinforce this. This organizational system, or roadmap, is achieved through the use of both typographic and spatial elements in combination, they create the desired effect. The styling and placement of all elements both type and images should guide the viewer through the content in order of importance. This refers to presenting the content in a way that visually conveys where to look, and in what sequence. One of the most important aspects of communicating with type is to establish a strong typographic hierarchy.