Using visual hierarchy effectively in web design

web design manchester

From your landing page, to your pop-ups, visual hierarchy can play a key role in increasing sales, and converting customers. And as a result, it is an integral part of effective website design. Well, here at Pumpkin Web Design Manchester, we are Manchester’s leading web design professionals. We work with companies in a range of industries, across Manchester and the surrounding region, including Wigan and Southport, to deliver high quality web design solutions that really get results. As a result, we have produced this guide to everything you should know about using visual hierarchy effectively in web design.

What are the considerations for using visual hierarchy effectively in web design?

Using visual hierarchy in web design effectively, means using elements of your layout to attract attention, and direct users through your website. To do this, you can use:

  • size
  • alignment
  • shape
  • colour

Size and visual hierarchy

The largest element or feature on your website will draw the most attention. And keep this attention for the longest period of time. Naturally, your users eyes will be drawn towards the largest feature on your landing page or website. And this will lead them to believe that this is the most important feature. As a result, you should use size changes carefully, and use them to present elements that your company feel will meet users principle requirements.  From product offers, to details of your services, find out why users are landing on your website, and use larger elements to show why they should stay.

Alignment and visual hierarchy

Alignment creates order and organisation between elements and features on your website. In terms of hierarchical content, alignment in the top right is the most effective and powerful position. This is because users naturally gravitate towards that corner, as one where account information, profiles or shopping carts will be found. And so any content in this position is likely to be noticed or read first, or after the largest element.

Shape and visual hierarchy

As humans we are all geared to see shapes everywhere. And using a different shape, that breaks the mould, will instantly grab our attention and pique our interest. Something as simple as rounded edges can easily be spotted on a page full of rectangles. As a result, using a call to action button that takes a different shape to the rest of the elements can be very effective. Position this prominently, and above less relevant content, and users will know that this is the most important part of your webpage.

This also works incredibly well for popups. Design your affirmative call to action button, as a larger shape, that is slightly different from anything else. And your negative button, that closes the popup, as a dull colour that blends into the popup colour scheme. This will indicate visually to all users, the desired action that you want them to take.

Colour and visual hierarchy

Colours that stand out from the rest of your page can be a good indicator of the importance of the content. Which is why you shouldn’t use too many colours on a website. It is also a very effective and useful tool for drawing attention to different features and elements. And directing users through your website. Outline important images or elements in a bolder colour, and use an attractive colour for any call to action buttons on your page too.

For more information or advice, get in touch with the professionals today, here at Pumpkin Web Design Manchester.