THE WORD
32 Hierarchy using contrast

HIGHER CONTRAST SEPARATES background from foreground. Separation can also be emphasized using outlines, hard drop shadows, soft drop shadows, and any combination of these effects. Especially when there is a complex background, whether an image or typographic texture, extra care must be taken to create sufficient contrast between the type and what is behind it.

Project
Show poster

Company
Alphabet Arm Design

Art Director
Aaron Belyea

Designer
Ryan Frease

Client
The Boston Conservatory

A “faux” sign provides a strong background contrast for the text; an interesting mix of styles uses outlines and drop shadows to stand out.

Project
Cover

Company
Hopkins/Baumann

Creative Director
Will Hopkins and Mary K. Baumann

Designer
Wenjun Zhao

Images
Saturn: Nasa/JPL/
Space Science Institute
Planets: Medialab, ESA

Client
Kids Discover

Hierarchy is created here using size and weight, but moderated by color. For example, though some of the text in blue is larger, the smaller text, some of which is in shades of gold and yellow, stands out more because its relative contrast against the background is greater.

Project
Single page

Creative Director
Scott Dadich

Design Director
Wyatt Mitchell

Designer
Margaret Swart

Photo Editor
Zana Woods

Photo Assistant
Sarah Filippi

Photography
Todd Tankersley

Client
Wired

Generally, white text on a black background is widely considered to be the ideal for lengthy passages of text. Large quantities of white body copy on a black background can be difficult for many readers due to a “sparkle” effect. But, with proper attention to style, weight, and size, it is possible for a modest length of text to be legible and comfortable to read. Here, white sans serif text on a black background works; at this size, and with no thin serifs to “disappear” into the inky depths, all of the text is functional.