Visual hierarchy directs attention using scale, weight, contrast, color, and space — so the primary story is obvious in a 2-second glance.
One focal point per view
If everything shouts, nothing is heard. Sequence headline → supporting detail → actions. De-emphasize secondary paths.
Typography as system
Limit steps of size and weight; pair consistent line heights; align to a grid. Jumping font families without reason adds noise.
Color discipline
Reserve high-chroma hues for CTAs and status; keep bodies neutral. Too many accent colors flatten hierarchy.
Practices
- Type scale with named tokens (display, title, body).
- Dim metadata compared to primary labels.
- Crop images so faces or products guide gaze toward CTA.
Common pitfalls
- All caps paragraphs (hard to read).
- Multiple “primary” buttons stacked.
- Underline on non-links for emphasis.