CREATE VISUAL HIERARCHY

Lead the eye, don't confuse it. Humans process information hierarchically; a design that ignores this is ignored. Hierarchy guides attention, emphasizing what matters most.

Case Study

The New York Times online homepage uses size, weight, and placement to prioritize stories, directing the reader naturally through content.

In Practice

• Newspaper front pages: Size and position communicate importance instantly.
• Apple's website: Clear hierarchy guides users from headline to detail to action.

Key Takeaways

1. Use scale, color, and contrast to indicate importance.
2. Organize content logically from primary to secondary elements.
3. Test whether users can discern key points at a glance.

Business Lens

Amazon's 'customer obsession' as #1 priority: Clear hierarchy of values.