“Hierarchy and “Scale"

Hierarchy is direction in which the illustrator wants you to look first. The illustrator sets a certain arrangement that brings an order of where your eyes look. For example, the image on the left says "enjoy" in a larger font, that way your eyes would be brought there first. then the coca cola bottle to grab your eyes after.

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Scale is when you use different sizes that relate to the same object. Artists use this principle of design to develop contrast. For example, the image on the left associates with the alphabet, they used different sizes and contrast colors, yet all associate with the alphabet.