When viewing your website, users take less than two-tenths of a second to form a first impression.

Learn how to keep them hooked using visual hierarchy!

Visual hierarchy is a powerful tool in design. You could decide where you want visitors to your website to focus their attention, with a few simple choices. Keep reading for a quick study in influencing viewing behavior.

A clear visual hierarchy increases engagement

Pulls the viewer’s attention to the entire page
Leads them through the different sections
Establishes an order of priority for easy consumption

Ready to experiment with visual hierarchy? Here are 8 elements in your control.

1Size: Larger text and images get noticed first

2Typography: Different sizes/weights organize the content

3Alignment: Structured layout guides eye movement

4Proximity: Elements placed together signify they are related

5Color: Contrasts draw focus while maintaining balance

6Whitespace: Strategic use of space breaks the clutter

7Movement: Subtle leading lines can direct attention

8Repetition: Consistent designs create a unified piece of work

Commonly observed page viewing patterns

The F-Pattern

Users’ eyes track in a F-shape across the screen
Typically seen in text-heavy pages like news websites and blogs

How to optimize?

Organize content into short paragraphs/bullets with H2, H3, H4 headings
Use text highlights or bolding for important keywords

The Z-Pattern

Users’ eyes track in a Z-shape across the screen
Typically seen in landing pages, ads and designs with minimal text

How to optimize?

Place CTAs and interactive elements along the path of the Z
Ensure your logo is either at the top or bottom right of the layout

Remember, don't highlight everything or the user’s takeaway will be nothing.

Understand the customer journey
Know the purpose of your communication
Bring focus where required through visual hierarchy

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