What is visual hierarchy in design?

Whether you want to create a mobile app or an engaging website, understanding how to capture and guide the attention of your users with visual hierarchy is vital.

The ways in which you present and organise information plays a key role in the overall success of your UX design. By following the core principles of visual hierarchy, it’s possible to create more user-friendly, engaging and effective websites and mobile apps.

An overview of visual hierarchy

Imagine that you’ve just landed on a web page which contains both text and imagery. If all that text was the same size, font and colour, there would be nothing to stand out and capture your attention first.

As a result, designers offering professional website design Surrey, such as www.akikodesign.com/design/web-and-digital, will expertly use things like larger fonts, bolder text and colour to guide your eye.

Why does visual hierarchy matter so much?

There are a number of reasons why visual hierarchy is so important, as it will influence the way visitors interpret and interact with your content.

1. Guide your visitors with visual hierarchy

When a web page utilises visual hierarchy well, users are guided around the page in a way that makes it easier to take in the information on the page, which will ultimately also aid their understanding of what is being presented.

2. Improve usability with visual hierarchy

When a web page is well-structured, users are better able to find the information they are looking for quickly and efficiently. Web forms are one example of a feature that benefits from solid visual hierarchy, as this ensures that users input important information in the right places and in a logical order.

3. Create interest with visual hierarchy

This Forbes article explains that visual hierarchy is a design element that can significantly boost your user engagement metrics.

When information on a web page is properly organised, it also improves the aesthetic appeal and makes it more likely that your visitors are going to want to continue engaging with your online presence, which presents you with more time to showcase the benefits of your brand.

Summary

Visual hierarchy is how a design guides the eye to what matters first, using size, weight, colour and placement. The article explains why it matters for websites and apps: it guides visitors around a page, makes information and forms easier to use, and makes content more engaging, which can improve how people interact with a site.

Questions this article raises

• Which visual cues draw attention first on a busy web page?
• How can you test whether a page’s visual hierarchy is working?
• Does visual hierarchy need to change between desktop and mobile layouts?