How do you create a clear typographic hierarchy in a layout?

What the interviewer wants to hear

• Use differences in size, weight and colour
• Limit typefaces to one or two families
• Use spacing and leading to group content
• Keep body text readable in size and line length

Model answer

I first decide the levels the content needs, for example a headline, subheading, body text and small captions. Then I make each level clearly different using size, weight and sometimes colour, so the reader knows what to read first. I usually keep to one or two type families and use different weights instead of adding more fonts. Spacing is just as important: more space above a heading than below it ties the heading to its paragraph. I set comfortable leading and keep line length around 45 to 75 characters for long text so it is easy to read. I align text to a grid for order. Finally I check the design from a distance or as a small thumbnail. If the main message still stands out, the hierarchy works.

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