Have you ever visited a website and half a minute later felt like leaving? We are sure that such situations have happened to everyone. Getting to know a website begins with an overview of the interface, general appearance and design. Usually, the reason for a quick exit is content overload, outdated design or lack of visual hierarchy.
In this article, we answer guangdong cell phone number list the question of what visual hierarchy is, why it is important to adhere to its basic principles, and how this will help improve conversion on the site?
Content:
What is Visual Hierarchy? Definition and Key Benefits
Elements of visual hierarchy
size and scale
color and contrast
alignment of elements
page scanning templates
closeness and similarity
repetitions are never superfluous
font hierarchy
spaces create space
Conclusions
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What is Visual Hierarchy? Definition and Key Benefits
Visual hierarchy is a method of systematizing graphic elements in design by level of importance. The principle of correct hierarchy helps designers and developers structure visual components so that users can easily navigate the site, quickly find the necessary information, and understand the content. Logically located elements, as well as their color, size, or contrast, affect positive perception and direct the user to perform the desired actions.
According toClutch analytics, 94% of users believe that convenient navigation is the most important feature of a website, and 83% appreciate it when a resource looks attractive and modern.
Visual hierarchy controls the user's eye so that it doesn't have to think. Key graphic elements automatically attract attention in the order in which it should notice them.
Such information architecture on the site improves conversion. With the help of the tool, designers pay attention to such important elements as the registration form, the call-to-action button, other marketing messages, which motivates the potential client to interact with the site and continue communication with the brand.
Elements of visual hierarchy
Designers use the following elements in visual hierarchy:
Size
Scale
Color
Contrast
Alignment
Page scanning templates
Closeness and similarity
Repetition
Font hierarchy
Spaces
Let's consider each of them in more detail.
Size and scale
Size affects visibility because visually larger elements are considered important. This is the most effective way to emphasize them. In simple terms, larger elements attract correspondingly more attention. For example, headings are displayed in a large font. In design, such graphic elements - text or images - will not only be the most noticeable, but will also carry the strongest message.
The scale of an object in relation to another helps create balance in the design and focus on the dominant parts of the page. An individual element, no matter how large or small, has no scale until it is compared to another.
What is a visual hierarchy?
Read also : What is a pixel in web design?
Color and contrast
People are drawn to colors that evoke emotion and have cultural or social significance. In design, color is useful for drawing attention to individual elements. Contrast, on the other hand, shows the difference between elements on a page or draws attention.
The color scheme creates harmony and balance in the design, helps to place accents. Using colors on the site, you can focus attention on the CTA. When choosing a color, you should consider its saturation and paint only important elements with a bright shade. Also, choose no more than 4 colors (2 primary and 2 additional), since a large variety of colors can cause a negative reaction in the user.
Alignment of elements
The design of the page layout is done according to a grid of vertical and horizontal lines. This means that the visual components are not placed arbitrarily in the composition, but have a structure that creates focal points for the viewer and order between the design elements.
Page scanning templates
People have similar behavior, including how they scan a page. Most users have similar eye movements according to a certain pattern.
In design, there are two most common page scanning patterns:
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F-shape - the user scans the page from left to right along the top and, accordingly, moves to the beginning of each line of text until they reach the bottom of the page. Designers often use this pattern because it makes it easier for people to perceive text, following their natural habits. Reading in the other direction is simply inconvenient.
The Z-shape is used primarily to place images. The brain processes images faster than text. Readers quickly scan the page, looking at the top of the page from left to right, then down diagonally before finishing the scan by going left to right again. This creates the letter "Z." Designers use this method to emphasize certain elements by placing them along the general eye movement pattern.
What is a visual hierarchy?