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Week 10 Visual hierachy.html
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<h1 class="tagged-with">The following posts have been tagged <span class="tag">week 10</span></h1>
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<span class="ornamentation_r">☞</span> <span class="week week_10">Week 10</span> <span class="ornamentation_l">☜</span>
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<p>We have many words for the frustration we feel when an interface isn’t directing us to what we need to know. Loud, messy, cluttered, busy.</p>
<p>These words have been appropriated from other parts of life, of course, but we need them to express our feeling of being overwhelmed visually by content on a screen or page. We need them to express how unpleasant a user experience it is to not know where to direct our attention next. </p>
<p>A better term, one that graphic designers have used for a long time, is <em>visual hierarchy</em>. It’s a bit more technical than our favorite words, but it nicely encapsulates the problem we’re dealing with and the solution we can strive for. </p>
<p>Visual hierarchy suggests there is a proper way to view content visually: in a hierarchical way. In other words, there is a pecking order to things…some content should be viewed first, some second, some third, and on down the line. The most important content is at the top of the hierarchy. It’s the visual element you look at first, which then directs you to what to look at next. Just like a great writer starts with a interesting lead that sends you breathlessly into the next paragraph, a thoughtful designer will efficiently move the viewer from one piece of content to the next. </p>
<p>And just as a writer wouldn’t put the climax of their story at the beginning you wouldn’t put the call to action button at top of a landing page. That would leave the user with no context about why they should take that action. In this way you use hierarchy to tell a story, to provide context that culminates in the action being taken.</p>
<p>The best visual hierarchies lead users to take the action confidently. They have a clear, obvious order in which to view and act on things, with the most important things first. If you’re creating a sign-up screen, for example, the hierarchy might be made up of a catchy headline, some supporting motivational copy (perhaps features & benefits of using the service), a signup form, and a submit button. These elements should be visually coherent, looking like what they are, so that users are guided through them in the right logical order.</p>
<p>Weak hierarchies, on the other hand, don’t set appropriate context. They may leave out something important, <a title="Makers of Frames" href="http://52weeksofux.com/post/396763415/makers-of-frames">they may frame their topic incorrectly</a>, or they may place design elements in the wrong order. Weak hierarchies fail to organize information in a helpful way and leave users without a clear idea of what to do or read next. When this happens…unfortunately we know all too well what to do. We borrow a word from somewhere else to state our displeasure. We say “there is too much going on here”. But what we’re really talking about is <em>visual hierarchy</em>, one of the most important principles in all of user experience. </p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-03-12T15:17:02-00:00"></span>March 12, 2010</span>
<span class="hcard">by <span class="fn">Joshua Porter</span></span>
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<p>Visual weight reinforces a page or screen’s <a href="http://52weeksofux.com/post/443828775/visual-hierarchy">visual hierarchy</a> by contrasting the size, color and/or position of elements in the design. By adding visual weight to elements that are of primary importance and reducing the visual weight on elements of less importance you help guide the user and strengthen the overall design of the page or screen.</p>
<p>Just as you would consider each and every word as you write a story, you should consider each element in your design with the understanding that you are crafting a visual narrative. Each decision you make has a measurable impact on the overall flow and coherence of the page. Something as seemingly insignificant as line-height can have a dramatic impact on how the user understands the screen they are looking at. </p>
<p>For example, by not allowing enough space between lines of text, you can unintentionally create a section that is visually dense and often more difficult to read and distracting from the established VH of the page. By employing proper line-heights, you allow the text to breathe and the surrounding headings, images and other text to retain their priority and balance in relationship to the text. </p>
<p>Color is another key in establishing Visual Weight and is often utilized to draw attention to actions that can be taken on the screen. Take the well-established practice of using the color blue for links; when scanning a page, the use of blue links within the sea of grey text becomes an clear signal for action. A call-to-action will often employ the combination of size and color to emphasize this primary action on the screen.</p>
<p>Visual weight, just like visual hierarchy is an important tool in conveying and establishing the order of importance on the page. Mistakenly applied, it can cause confusion and frustration to the user—but when done correctly—can provide a visual framework for the user to navigate and successfully use your product.</p></div>
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<span class="date" title="posts on this day"><span class="published updated" title="2010-03-12T15:16:00-00:00"></span>March 12, 2010</span>
<span class="hcard">by <span class="fn">Joshua Brewer</span></span>
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/bokardo" class="url" rel="me">Joshua Porter</a></span> is a long-time interface and product designer and is currently Director of UX at <a href="http://www.hubspot.com/" title="All in one marketing software">HubSpot</a>. He is also the publisher of <a href="http://bokardo.com/">bokardo.com</a> and wrote the book <a href="http://bokardo.com/archives/designing-for-the-social-web-the-book/">Designing for the Social Web</a>. <a href="http://www.twitter.com/bokardo">
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<p class="hcard"><span class="fn"><a href="http://www.twitter.com/jbrewer" class="url" rel="me">Joshua Brewer</a></span> is a designer with a love for beautiful, usable products. He is currently Principal Designer at <a href="http://www.twitter.com/">Twitter</a> and the former Director of UX at Socialcast.com. <a href="http://www.twitter.com/jbrewer">Follow Josh Brewer on twitter</a>.</p>
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