visual hierarchy in design

Understanding Visual Hierarchy in the Design of Websites

Creating and managing a website is essential for driving traffic toward your products and services. However, developing a website for your business can be challenging, especially if you don’t know the fundamentals of visual hierarchy in design. Experts from Abilene’s professional web design service discuss the visual hierarchy and how you can use it to accommodate potential customers.

The Basics of Website Design

As a business owner, your main marketing priority should be guiding customers toward your product listings, blogs, and sign-up forms. A functional and well-designed website can serve as an effective tool to accomplish this goal. 

Visual hierarchy in design ranks elements on your website in the order users will view them. To properly organize the visual hierarchy of your website, you must use an amalgamation of the following elements:

  • Color and contrast
  • Font style and font size
  • Images (jpg, png, gif, etc.)
  • Modules and buttons
  • Navigation bars and sidebars

These graphic elements will be the first things visitors see when they access your URL. Hence, correctly positioning them is critical to your design’s success.

Why Does the Visual Hierarchy of Website Design Matter for Your Business?

You can use the visual hierarchy to develop long-term leads, encourage users to finalize purchases, and navigate potential customers through the buyer’s journey without confusion.

Here are a few other benefits you will enjoy when using the visual hierarchy in design:

1. Improved Outreach

Developing an intuitive website will boost your company’s reputation with visitors. Any professional designer can tell that a web page’s user experience (UX) can mean the difference between a successful website and a forgotten one. 

Visual hierarchy places important information in easy-to-find locations. This way, your visitors save time during their browsing experience and receive answers to all their questions.

A good UX design may also lead to higher reviews and better visibility in the Google search engine.

2. Simplified Promotions

You can use the visual hierarchy in design to spotlight individual products in order of importance. 

For instance, suppose you struggle to sell a specific product from your inventory. You can feature this item on the front page of your website toward the top with a call to action. This method immediately exposes the visitor to your product when they enter the website — encouraging fast conversions.

3. Brand Consistency

Paying close attention to the visual hierarchy during your web design ensures that you stay consistent with your branding across all marketing channels. 

For example, suppose you own a plumbing company. In that case, your design could include a link to all your utility repair services within the first or second section of the homepage.

This design strategy ensures that your visitors know exactly what your company does at a glance. You can also use color and style to create seamless tone transitions between blogs and landing pages.

How Can I Improve My Website Design With the Visual Hierarchy?

Now that you know how the visual hierarchy can help your business, you may wonder, “How can I improve my existing website?” Explore the following methods:

1. Consider Layout

The layout of your website will dictate your visitors’ reading patterns.

For example, a Z-pattern design will guide the eyes from the top-left of the screen to the top right, then down through the center and back to the left. Visitors can quickly scan your website’s images and blurbs for essential business information. This design is practical if you don’t have much text on your web page. 

Alternatively, you could use an F-pattern. This design encourages users to follow a path that goes left to right all the way down the screen. F-patterns are best if you have large blocks of content on your web page.

2. Use Colors To Make Modules and Content Stand Out

Color psychology is essential to the visual hierarchy in design. In this case, color and contrast can highlight certain elements, like calls to action, and promote a sense of urgency. 

Imagine that your company logo consists of two colors — blue and black. It would be wise to ensure that your website design’s primary colors include different shades of blue and black to promote brand consistency. 

However, suppose you want to draw attention to an email list or “Buy Now” call to action. In that case, it may be a good idea to color buttons red to encourage actionability. Remember not to overuse this color, so that only the most important features on your website draw attention.

3. Scale Sections of the Page

You can use scaling to illustrate which pieces of content are more important. Avoid using more than three sizes of modules or sections, so differences are apparent as you scan the screen.

Your most important call to action or featured content should be large, while detailed text blocks should be medium-sized or small. 

4. Choose Fonts and Textures

Experiment with different fonts, background textures, and opacities to create visual flow across your web pages. It’s a good idea to keep the same styles across all your subpages to prevent the user from readjusting to the experience after every click.

5. Test Your Design

Test the composition of your website and its navigational flow after you complete your design. Ask yourself whether it welcomes users with a single, intuitive reading path or throws them into a tangled mess of information. Review the visual hierarchy in design if you worry that one or more of your changes creates confusion for the visitor.

It may also be worth sending a website satisfaction survey to existing customers to see what they say about your site’s user experience. 

Optimize Your Website Design With Help From Christina Davis Consulting

Learning how to make a user-friendly website for your business doesn’t need to feel overwhelming. Professional digital marketing consultants can walk you through design solutions step-by-step in a language you can understand. Enjoy higher click-through rates, increased conversions, and better reviews when partnering with the experts.

Contact Christina Davis Consulting in Abilene, TX, to learn more about the visual hierarchy in design. Call 325-977-0958 to schedule a consultation.