Scale
The bluntest lever you have, and the most reliable. Big or small — and what happens when everything's the same size.
Scale is all about the size of elements in your design and how they relate to each other. It’s a simple concept — big or small — but it has a huge impact on how your design is read and experienced.
Think about magazines or corporate presentations: they often use different sizes of text, images, and graphics to create visual interest within a page full of words. That variation in scale keeps the eye moving and makes the content more engaging.
One lever, three outcomes
Same three lines, same order, same colours. The slider only changes how big the middle line is relative to everything else.
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When you’re designing, experiment with scale. Make photos larger or smaller, adjust text sizes, and move elements around. Think of the sizes of different elements as levers: the bigger something is, the more it draws attention.
If two things are nearly the same size, make them properly different or make them identical. Nearly-the-same reads as a mistake — the viewer can’t tell whether you meant it.
Use scale to guide the viewer, highlight the most important information first, and create interest so they keep exploring the rest of your design.