When you open a web page, you tend to look at the visual elements in a certain order. First, you see the header, then the large hero image or video. You notice a CTA and click on it. It is as if an invisible hand guides you. The fact is, there is such a hand. It is called visual hierarchy in web design.

The Techtio web development team knows the best strategies for visual hierarchy and will discuss them later in this article. First, we want to explain what is visual hierarchy, known as (literally) the building blocks of great user interface (UI).

What Is Visual Hierarchy in Web Design?

Visual hierarchy represents the way in which graphic elements are arranged on a web page. In this context, graphic elements include:

• Block of text
• Photos
• Videos
• Animated gif
• Any kind of graphic elements, including buttons and arrows for navigation.

These elements are carefully placed on the web page to guide the user’s attention to specific elements, from the top to the bottom of the page.

It also helps ease eye fatigue and prevent user distraction (navigating away from the key point of interest).

The Core Principles of Hierarchy in Web Design

The main elements that create visual hierarchy in web design are as follows:

1. Reading Pattern

The best strategies for visual hierarchy depend on the main content of the web page. If it contains a mix of texts, videos and graphics, the best reading pattern is Z-shaped:

• The user’s eye is attracted to the top left corner of the page by a logo
• Then they are directed to look across the page to the top right corner
• The user is guided to look down at the bottom left corner and then to the bottom right corner.

This type of pattern is very common for home pages.

If the main content of the page is written text, the reading pattern is F-shaped. The user starts at the top and continues scanning down the text, following visual cues: subtitles, bullet points, and lists.

2. Colours and Contrasts

The colours and contrasts they create are extremely important in visual hierarchy in web design. Strong, bold colours attract the eye, while muted colours help prevent eye fatigue.

This is why we talk of colour palettes when we discuss the design of a new website with a client. The Techtio team knows that colours create specific emotional responses in users. Also, too many colours can become distracting and prevent the user from focusing on the most important element on the page.

3. Typography

When we start creating a visual identity for a new customer, one of the first things we ask them if they want us to create their unique font. The typeface used in written materials – both online and in print – has a powerful impression on readers.

The right font inspires trust, is easy to read in various sizes and types of formatting (bold, italic) and simply feels like the right fit for a brand. The wrong type of font can ruin the entire message by creating a sharp disconnect between the content and the impression it creates in the reader’s mind,

4. The Rule of Thirds

What can be used to improve visual hierarchy when a page contains text, video and a CTA button and all of them are equally important? The answer is: apply the rule of thirds.

Designers use a grid pattern dividing the page into thirds both vertically and horizontally. The elements are arranged in the grid in a manner that guides the eye from one to another smoothly and seamlessly.

5. White Space

Also known as negative space, it is a crucial element in visual hierarchy in web design, although it does not contain any element. It is the blank space between paragraphs, between a block of text and an image or a video and at the right and left sides of the web page.

White space offers readers a break from visual elements, allowing them to maintain focus and avoid developing eye fatigue. It also gives the web page a neat and clean overall look.

The Best Strategies for Visual Hierarchy

Marinating an effective hierarchy of visual elements across all your web pages requires a strategic effort that involves:

• Creating a visual style guide which all the designers working for your brand must use
• Creating basic layouts for web pages containing the main elements: headers, footers and menu elements
• Categorising graphic elements based on user tasks and types of content
• Keeping layouts flexible and adaptable to any kind of content: text, video, photo gallery, etc.

Techtio can help you create your style guide and strategy for visual hierarch in web design. Contact us today to redefine your online presence!