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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