Hierarchy is created through differences in visual weight. Visual weight refers to how much attention an element attracts relative to its surroundings.
The greater the difference between the elements, the stronger the perceived priority. In other words, hierarchy depends on contrast. The visual weight of an element in isolation is not as important as how strongly it differs from what surrounds it.
Perceived priority of screen objects
Important elements should be represented with greater visual weight. Hierarchy provides an entry point for users and guides their attention through the screen.
Hierarchy is created through contrast in visual weight, using size, typography, color, framing, and position.
Size
Larger elements are perceived as more important and attract more attention.
Using size to add hierarchy
When elements share the same size, visual weight is equal and hierarchy is unclear. Increasing the size of primary content establishes a clear focal point.
Typography
Variation in text size and weight communicates structural levels and importance.
Using text size and weight for hierarchy
Varying typography scale and weight establishes clear levels of importance and hierarchy, improving readability.
Color
Elements with stronger color contrast or more saturated colors stand out relative to desaturated or neutral elements.
Highlighting content with color
Introducing strong color contrast establishes clear emphasis and guides attention.
Framing
Placing an element within a visual boundary, surrounding it with white space or applying distinctive styling, such as filled backgrounds or borders, increases its prominence.
Using framing to create emphasis
Without framing, elements blend into their surroundings. Clear visual boundaries increase prominence and establish focus.
Position
When visual weight is similar, elements placed higher or earlier are perceived first.
Perception order of elements of similar visual weight
Scanning Patterns
For elements where visual weight differs significantly, prominence overrides position. However, when visual weight is similar, position and natural reading patterns influence attention order.
Visual flow of a Board screen
Natural scanning tendencies (such as left-to-right and top-to-bottom in Western cultures) influence perception when elements carry similar prominence.
Design your screens so that they can be scanned and perceived following a logical order and flow.