Everything has a skeleton. A skeleton is what keeps everything together. As so, typography and messages all have a given structure that is has to adhere to.
hierarchy in typography is determined by many things: size, weight, color, movement, etc. There are three different levels of hierarchy: primary, secondary, tertiary. Where things are placed and how determines hierarchy and movement.
Should you keep things how they are throughout your whole message? YES. If you have a certain hierarchy, you should keep it throughout the message. That way, everything looks and flows smoothly, like a charm.
