Key principles of design - Elements and Principles of Design - page 55

Figure 56. The 'rule of thirds' as a compositional technique.
Hierarchy and dominance
The placement of specific elements within an image or design can set up a visual hierarchy
whereby some elements appear more dominant and, as a result, may be deemed more signi-
ficant; while other elements are arranged so that they appear proportionately less significant
than other elements with an image or design.
Elements such as size, as well as colour and light-dark contrast are often used strategically to
create visual dominance and, in doing so, create focus and direct attention within an image
or design. 9
In the following Figure, the proportional use of red varies. In the poster for Vantage Point
(2008) there is a minimal use of red and this tends to create focus and draw attention to
the word 'Point' and hence the film title. In a similar manner, the high proportional use of
red in the poster for Oceans Twelve (2010) creates a strong, intense impact which acts as a
strong graphic background while drawing attention to a key part of the film's title.