What are the best practices for creating a sense of hierarchy in motion design?

1 Use scale and position

One of the simplest and most powerful ways to create hierarchy in motion design is to use scale and position. Scale refers to the size of the elements relative to each other and to the screen. Position refers to the location of the elements on the screen. By varying the scale and position of your elements, you can create contrast, emphasis, and depth. For example, you can make the most important element bigger and place it in the center of the screen, while making the secondary elements smaller and placing them on the edges. This way, you can draw the viewer's attention to the main element and create a focal point.

3 Use shape and form

Another way to create hierarchy in motion design is to use shape and form. Shape refers to the outline or contour of the elements. Form refers to the three-dimensional quality of the elements. By using different shapes and forms, you can create variety, interest, and style. For example, you can use geometric shapes to convey simplicity, clarity, and stability, while using organic shapes to convey complexity, dynamism, and creativity. You can also use form to create a sense of realism, abstraction, and dimension. For example, you can use flat shapes to create a minimalist and modern look, while using 3D shapes to create a realistic and immersive look.

5 Use typography and iconography

Another way to create hierarchy in motion design is to use typography and iconography. Typography refers to the style, size, and arrangement of the text. Iconography refers to the symbols, images, and graphics that represent concepts, ideas, and actions. By using different typography and iconography, you can create clarity, readability, and identity. For example, you can use large and bold typography to convey importance, emphasis, and impact, while using small and light typography to convey subtlety, detail, and nuance. You can also use iconography to create a visual language, a metaphor, and a brand. For example, you can use icons to represent features, benefits, and values, creating a connection with the viewer and a recognition of the message.

6 Use hierarchy principles

The last way to create hierarchy in motion design is to use hierarchy principles, which are general rules and guidelines that help you organize and structure elements in a logical and effective way. Proximity, alignment, contrast, repetition, balance, and white space are the most common principles. Proximity involves grouping related elements together and separating unrelated elements apart. Alignment is aligning elements along a common edge or axis. Contrast uses different or opposite attributes for different elements. Repetition uses the same or similar attributes for multiple elements. Balance distributes the visual weight of the elements evenly or asymmetrically. White space uses the empty or negative space around or between the elements. By applying these principles, you can create a motion design with visual appeal and meaning, coherence, and memorability.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?