In our everyday life, we experience lots of things around us. Are all those things draw our attention? Or Can we recollect all the details as we see all through the day? Perhaps the answer will be a big ‘NO’ because a human brain can not keep all the details in his memory. It’s natural of not keeping every detail in mind, as we the objects that we see can not make an impression in our mind equally. Moreover, Our mind holds a thing only for 8 seconds and then it forgets. Only a few things haunt us frequently, cause an unforgettable impression in our brain for their color, shape, size, contrast, etc. What things do we store in mind? Perhaps those which have distinct features and characteristics.
The human race began to expose his insights from the early time of civilization. Even before the paper age, they would inscribe different shapes, symbols, the image on wood and stone to highlight the intention, anger, and fear of him. After the invention of paper, man has been using paper for drawing images and writing text on it. This jumbled elements can be presented haphazardly, that must be ordered. Because only a simple plain page never attracts others’ attention. It must be displayed in such a way that he can transmit his intended message. Then his target may be mitigated. What elements he tries to focus on will be displayed vividly.
The concept of visual hierarchy is based on a German native Gestalt’s, psychological Theory, a theory espoused in the 20th century. The theory is that-every brain has an innate organizing tendency incoherent way. That means the human brain structures the individual elements together to get an impression. As the visual elements knock at the perceptual nerves in our brain. The brain then disassociates the important elements. It can also categorize things automatically. The form, size, color, contrast, stature, alignment, etc. play a role to make an impulse in the brain.
Visual Hierarchy refers to such a concept of making things organized and present him vividly. Visual hierarchy emphasizes such a presentation to clarify which things are the most prominent and which are less. Here we can present an example regarding it: Suppose a dancer group is going to perform a public dance. The team must be led by the lead performer and the others are supposed to follow him or her. It is assumed that the lead performer is expert, experienced and skilled. The team manager wants to make the viewers focus on the chief performer. And so the chief performer is exclusively dressed in gorgeous costumes. As a result, he looks more attractive and distinct than the other co-artists. This same idea is applied on a paper page or web page to have the attention of the readers as well as viewers. Visual hierarchy ensures those things indeed.
It’s a tough job to influence what users will perceive, it is only possible through the visual hierarchy, a great tool to make readers’ eyes fix on a particular thing. A good design is only possible when all the principle is to be followed, in case of flouting one of them, it will be an odd artwork. Hereby, a web designer needs to follow the following principles of hierarchy.
- Layout: A layout directly controls visual hierarchy. It is an overall framework of how all the elements are to be arranged to make an impact. A better layout captures the capture of the mind of a visitor. So it is suggested that important content is to be placed in the middle of the template.
- Size: The content should not be presented in a similar font, it should be in various sizes. A variation in size will draw a reader’s concentration on the different elements on a template. The bigger size elements catch the attention easily than those in smaller sizes. The header may be here bold, bright and bigger in size, and the body is to be smaller in size.
- Texture: It is the overall arrangement or pattern of space, text and other detail on a page.
- Spacing: Spacing, a major tool of visual hierarchy. At any cost, it must be followed. It impacts in two ways: Negative and proximity spaces. White space or negative space a core component of each visual composition. It implies to the space between designed elements. Through this space, a designer can group or separate UI components so that they could create an effective layout. On the other hand, proximity is a more powerful tool for making a web page. Because users perceive elements closely placed for similar functions.
- Style: Texture and graphics consist of style. A style can be own creation. The arrangements of elements represent his/her style. It will add a new dimension to your site.
- Color: Color effect undoubtedly an exclusive and influential techniques to focus on the desired element. It draws attention over muted tones. Color combination makes one’s site standout. So, the choice of color is a fact here. The choice of color varies as per the designer’s objectives and intentions.
- Contrast: Colors become more attractive when they are given an exclusive mindblowing contrast. A reader’s eye will catch the image or text when it is organized with dramatic contrast. If two images or texts are juxtaposed parallelly, the importance of them can not be distinguished easily without having a tint of color contrast. Of two images one can be shown with bright color contrast and other with dim.
- Alignment: Of course, an alignment is an outstanding tool for making a template. A web designer has to keep alignment to present the textual or visual contents, but in case of breaking the alignment of others will attract more attention.
- Golden Ratio: It is a mathematical proportion of the elements of different sizes. The proportion equals 1: 1.618 and it is illustrated with seashell-shaped spirals.
Knowledge of Visual Hierarchy is essential not only for graphic designers but also for people at every level. It is especially needed for the designers who work on the web page and make many templates. When a web designer wants to make a web page, he/she has to frame out many templates for the presentation of particular things. Those things are presented giving more emphasis to some text, icons or UI elements. He has to organize digital content in such an order that he guides a reader to a certain goal as he intends.