![]() ![]() A little hierarchy goes a long way to engaging the user.Īlignment: Alignment can create order between design elements. ![]() This plays off against the lower section-the footer-where you’re showing the utility and safety side of the structures. By dividing your design in this way, you’ll draw the eye to the cheery living features of the forest-side apartments. You want to show the light, airy and eco-friendly buildings above ground, but you also need to show the strong, deep foundations and underground car park below. Imagine you want to make a design based on an architect’s plan for high-rise apartment blocks. Contrast helps you show what’s more important in your design. He’s seen you all already, though.Ĭontrast: Dramatically contrasting colors will catch the eye more than slightly contrasting colors. Unfortunately, Jim is wearing a smoky gray hoodie and matching sweatpants. You meet up with each other and start talking, asking where Jim is. Someone’s wearing a cream-colored long coat she’ll be harder to spot. One wears a hi-vis vest: he’ll stand out first the one in a deep burgundy trench coat will stand out next. Think of a foggy day, and you’re trying to find four friends. At the bottom of the color hierarchy are the grayscale or muted, subdued colors. Lighter tints follow, because they seem more washed out and distant. After bright colors, richer and darker ones will grab the eye’s attention. Yellow is richer and brighter than white (in the sense that white is more muted), so it stands out. We’ve probably all used a highlighter to mark outstanding points on a photocopied handout. Notice how it dominates, spurring you to find out what it’s about?Ĭolor: Bright colors are more likely to draw attention than drab shades. Your eye should go right to the headline. Let’s take a hypothetical “breaking story”. The newspaper uses that (large font) header text to signal what the rest of the text (in smaller font) will deliver. Size: The larger the element, the more attention it will attract, compared to smaller elements. Jones (2011) showed that the factors that affect hierarchy include: The way we perceive information is affected by several factors that contribute to how we rank the hierarchy of the content within the layout. Whether these were comics, coloring books, or story books, we could take in what was going on because we perceived the illustrations and interpreted the sequence of events alongside the easy-to-read text. The reading material we likely encountered as young children featured many pictures and larger print. Unlike computers, we’re at the mercy of our eyes’ natural tendencies. The human eye perceives information visually rather than as blocks of data. Hierarchy PrincipleĪuthor/Copyright holder: Digital Markketing. Each item that next draws attention is subordinate to the one before it. The item that first grabs the eye’s attention is at the top of the hierarchy. Users define the visual hierarchy of a website or app. We also use “hierarchy” to show relationships (where relationships exist) between content blocks. “Hierarchy” is simply a nicer way of saying organized from most to least important. Then, they deliver the rest of the content from highest to lowest priority. Designers try to organize content so that they present the highest priority content on any given page first. Menus go at the top, bottom, left, or right of the screen (or any combination of these). Once you understand how the human eye processes these, you’ll find yourself better able to arrange your elements more effectively.Ĭontent in any digital page layout will follow a specific hierarchy. Let’s look at a topic that deals with, oddly enough, how we look at designs. ![]()
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