Whether you’re making a dashboard, website or poster, there are TWO main criteria to meet when creating any visual product:
(1) get the message across concisely and efficiently
(2) retain audience interest /attention
In other words, make something visually appealing that’s easy to read and comprehend. Plot twist, this can be greatly achieved by using visual hierarchy.
What is visual hierarchy?
Visual hierarchy is a method of arranging design elements into a certain order to guide the viewer’s eyes to certain parts of a visual, usually based on an order of importance instead of aesthetics or design style. A few good examples are when you’re writing a to-do list, you’d have the most important task at the top and the less important ones at the bottom.
Why is it important?
Visual hierarchies controls the delivery of the user experience. The concept of visual hierarchy is based on Gestalt’s psychological theory, that the human brain has innate organising tendencies when looking at individual shapes, elements or forms into a coherent whole. By applying this concept, we can effectively communicate concise and effective concepts more effectively to users visually and subconsciously.
The Design Elements
In no particular order, here are some of top design elements to keep in mind:
Position
When it comes to position in visual hierarchy, one thing is clear: where you place elements on the page matters. In Western cultures, we’re used to reading from left to right and top to bottom, so placing your most important information in the top-left corner is a surefire way to grab attention first. There are also two common reading patterns—the Z-shaped path and the F-shaped path. The Z-shaped path is often used for light, easy-to-skim content like banners or ads, where the eye moves across the top, diagonally down, and across again. On the other hand, the F-shaped path is typical for text-heavy content (think blog posts or articles), where the eye naturally scans the top line, moves down the left side, and then sweeps across in short, horizontal motions. Understanding these patterns can help you place elements where they’ll get the most visibility and ensure your message is read in the right order.
Colour and Contrast
When it comes to color and contrast, less is often more. Using too many colors can overwhelm your viewers and make your design feel chaotic. The key is to use color intentionally—each hue should serve a purpose and be consistent throughout your design. Whether you’re designing a website or a dashboard, a cohesive color palette helps create harmony and guides the eye. Contrast plays a huge role, too—it’s what makes certain elements stand out. For example, coloring important icons in a bright, contrasting color against a dark background can draw attention exactly where you want it. But don’t forget to keep accessibility in mind! Tools like WebAIM can help you check your color contrast to ensure it’s legible for all users, making sure your design is both visually appealing and easy to navigate.
Size and Scale
When it comes to visual hierarchy, size and scale play a huge role in how we process information. Size is pretty straightforward—bigger elements naturally grab our attention first, so they’re often used for the most important stuff. Scale, on the other hand, is about comparing sizes to one another. When things are different sizes, it creates contrast and helps lead the eye to the most important parts of the design. Together, size and scale help direct the viewer’s focus and keep the design organized, making sure nothing important gets overlooked.
Alignment and Proximity
Placing elements together (or in close proximity) suggests to the viewers that the elements are related, this helps create a clear structure and signals which items are connected. Alignment ensures that elements are visually linked in a consistent and orderly manner, making the design more cohesive and easier to follow. Together, they enhance clarity and readability by directing focus and creating logical relationships between elements.
Enclosures
Enclosures are all about using shapes or boxes to group things together. When elements are placed inside a border or a background, it helps show that they’re related or belong together. This visual cue makes it easier for the viewer to quickly understand which parts of the design go together, and which ones stand apart. Enclosures are super handy for highlighting key information or organizing content in a way that’s easy to follow. They just give everything a bit more structure and clarity.
Conclusion
To wrap it up, visual hierarchy is all about guiding your audience’s eye and making sure the most important information stands out. Whether you’re using position, color, contrast, alignment, size, scale, or enclosures, each element plays a role in shaping how your design is understood. The best part? There’s no one “right” way to apply these principles—it’s all about experimenting and finding what works for your unique style and message. The goal is always the same: create a design that’s clear, easy to follow, and visually engaging.