To create contrast with your type, ask what is the essential element?

Typography works best with a hierarchy.

This version has no hierarchy, and your eye won't know where to look.

Typeface weight and thickness give you countless options to create hierarchy and harmony.

Whether you're using a sans serif or serif typeface, adjust the weight of the typeface family. 

Copy with no weighting or size difference is flat because it lacks hierarchy. 

When choosing a typeface family, make sure there's enough variation in weight. Sometimes you'll want a typeface that has thinner and thicker weights. 

Use size to get contrast if a typeface has limited weight options. 

Typography and letters are shapes. 

An I is a rectangle. 

The letter O is a circle. 

Here the shapes and typography are flat because there's no hierarchy. There's no visual focus. 

For the Pacioli design, decide what is important to the viewer?

I'd say it's Pacioli. So let's make Piciolli the most critical piece of information. 

Size it up. 

Place it within a third of the frame. Use more weight on the Pacioli type.

The promo sale is a classic example. 

Without contrast from weight or size, the promo doesn't sizzle. And it doesn't grab your attention. 

A free gift is the most crucial element or piece of information the viewer needs. 

A free gift is straightforward and most important. Sized up. With thicker font. 

The larger and smaller shape element create contrast. 

Bolder and thinner sizes of shapes create emphasis. 

It's clear where the viewer should focus their attention. 

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