Visual Hierarchy
Visual hierarchy is the principle of arranging visual elements in advertising to control the order in which viewers process information. It uses size, color, contrast, spacing, typography, and motion to guide attention through key messages in a deliberate sequence that maximizes comprehension and response. Effective visual hierarchy aligns with natural eye movement patterns and cognitive processing while accounting for platform-specific user behaviors.
Definition
Visual hierarchy is the principle of arranging visual elements in advertising to control the order in which viewers process information. It uses size, color, contrast, spacing, typography, and motion to guide attention through key messages in a deliberate sequence that maximizes comprehension and response. Effective visual hierarchy aligns with natural eye movement patterns and cognitive processing while accounting for platform-specific user behaviors.
Examples
Using larger text size and contrast for primary messages
Employing color contrast to highlight call-to-action buttons
Strategic white space to separate key information blocks
Motion design that guides viewer through key points
Typography hierarchy that establishes clear reading order
Supplemental Resources
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