Stefan Sagmeister's promo poster for Lou Reed

Fig. 3

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Type Weight

Altering type size is a simple, but effective, means of creating variety and adding emphasis. Obviously, large letterforms will stand out in a sea of smaller ones. That's why in Fig. 3 the words "sex," "heart," and "cry," as well as the name of the artist, are most prominent.

When increasing the point size of a font, however, it is important to remember to make the change noticeable. If the difference is too subtle, viewers will only be distracted by this vain attempt to add emphasis.

Letter/Line-Spacing
Hierarchy