Guiding the eye.
THE PRINCIPLE
Visitors do not read pages in order. They scan, landing on whatever stands out.
Your job is to make the right things stand out.
HOW TO CREATE HIERARCHY
- Size: larger elements are noticed first
- Weight: bold draws attention
- Colour: contrast attracts the eye
- Position: the top and left are seen first
- Space: an isolated element stands out
USE THEM SPARINGLY
If three things are emphasised, one stands out. If everything is, nothing does.
STRUCTURE
One clear heading per section Content grouped logically Related things visually close together Unrelated things separated
ALIGNMENT
Things lined up look deliberate. Elements slightly out of alignment look accidental even when the viewer cannot say why.
WHITESPACE
The most underused tool. Space around an element makes it more prominent, not less informative.
Cramming content in makes pages harder to use.
THE TEST
Squint at the page. What stands out? If it is not what matters, the hierarchy is wrong.
