Good hierarchy guides the eye through a page in the order you intend: the main message, the supporting detail, then the action. When everything is emphasised, nothing is.
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Tools of hierarchy
- Size: larger elements read first
- Contrast: strong colour or weight draws attention
- Spacing: whitespace groups and separates
- Position: top and left areas get noticed early
Test with a squint
Blur your eyes or view a page at thumbnail size. The elements that stand out should be the ones you most want seen, usually the headline and primary call to action.
Common mistakes
Several competing primary buttons
Give one action clear priority on each screen.
Frequently Asked Questions
It shapes where attention goes, so unclear hierarchy can hide the action you want taken. Test changes rather than assuming.
Keep reading
- Above the Fold: Above the fold is the part of a page visible before scrolling. It decides first impressions and whether a visitor sees the answer or a wall of ads.
- Hero Section: The hero section is the first full-width block at the top of a page, usually holding the main headline, a supporting line, a visual and the primary CTA.
- Call to Action: A call to action is the prompt, usually a button or link, that tells a visitor what to do next, such as start a trial, book a demo or read more.
- Scannability: Scannability is how easily a reader can skim a page and find what they need, using headings, short paragraphs, lists, tables and visual cues.
- A/B Testing: A/B testing compares two versions of a page or element by randomly splitting visitors between them and measuring which performs better on a chosen goal.
- Color Contrast: Color contrast is the difference in luminance between text or controls and their background, measured as a ratio that WCAG sets minimums for.
- Conversion Rate Optimization: Conversion rate optimization is the practice of raising the share of visitors who take a chosen action, using research, page changes and controlled tests.
- Customer Logos: Customer logos are a row or grid of client company logos shown on a website to signal that recognizable organizations use the product.
