Page load speed, a compelling headline, social proof, and a clear call to action. All these are some basic conversion rate optimization (CRO) factors.
How these factors appear is a big part of visual hierarchy. A clear visual hierarchy can reduce distractions, improve user experience (UX), and ultimately boost conversions.
But first, as always, let’s start with the basics.
What is Visual Hierarchy in UX Design?
Visual hierarchy is a basic rule in UX design about organizing visual elements to show their importance.
In other words, think of a visual hierarchy as a subconscious guideline for the user that helps them grasp all the necessary information and reach a decision.
It’s the invisible force that shapes how users process information on your website or app, determining what they notice first, second, and so on.
Why is visual hierarchy important?
Today, users make split-second decisions about whether to engage with your solution—literally. Users form their first impression of a website in merely 50 milliseconds, leaving little room for error.
A strong visual hierarchy can:
- Decrease cognitive load by presenting information in an easily digestible format
- Steer users naturally toward conversion goals
- Boost engagement and the time users spend on the page
- Enhance overall user satisfaction and retention
- Improve brand perception and professionalism
- Lower cart abandonment bounce rate
Ideally, users choose to take the action you wanted them to take in the first place.
Here’s how it works with an example, namely Atlassian’s home page: Once you visit the website, the company lures you in with a compelling headline and a call to action on the very first screen.
You notice the tagline and the button because of their size and rich color. And if you’re not sure it’s time to take action, the home screen page conveniently offers you to look at a custom use case tailored for your industry.
Now, let’s take a closer look at what components make a killer combination for your design.
Key Principles of Visual Hierarchy
1. Size & scale
According to this principle -and some common sense- users tend to notice larger elements more easily, so you should use larger fonts or bigger animations for the elements users should see first.
The logic is simple: The human eye is naturally drawn to larger elements first. This instinct is based on our evolutionary need to identify bigger potential threats or opportunities in our environment. In digital design, size hierarchy can be applied to:
- Create clear entry points for users.
- Emphasize key messages.
- Establish connections between various content elements.
- Guide users through complex information.
For example, when you go to Apple’s home page, the first thing you see every time is a large image of their latest product with a headline and a clear CTA to learn more about it. Since their primary goal is to draw attention to the product itself, there’s no point in adding more information and distracting a potential customer.
💡 Tips for size & scaling:
- Aim for a size ratio of roughly 2.5:1 between primary and secondary elements
- Maintain a consistent size hierarchy across similar elements
- Be mindful of responsive design factors such as breakpoints when planning size relationships
Color & contrast
Color and contrast are essential for creating visual appeal and focusing on key components of your flow.
Think of Netflix and its black, red, and white color palette. Working with seemingly basic colors, the video streaming team has a solid branding strategy behind them.
For example, black is a versatile foundation for the library, giving the whole experience a darker, cinematic feel, while red encourages the user to take action and helps emphasize the requests and important information without blending in with the shows’ backgrounds.
💡 Tips for color & contrast:
- Use a primary color to guide users toward the most important actions, and leave secondary colors for less critical elements.
- Keep to a core palette of 3-5 colors to ensure a clean design that doesn’t overwhelm your user.
- Use different colors for hover, active, and disabled states to enhance clarity and provide visual feedback.
- Keep accessibility in mind by ensuring all text achieves a minimum contrast ratio of 4.5:1.
Spacing & proximity
The most common misconception about UX design and web design, in general, is that they use as much space as possible to provide the customer with all the information on one screen.
Sure, an average user might not scroll past the first screen. But when you overwhelm them with information, you can be 100% sure they’ll abandon the website in mere seconds.
The principle of spacing implies that the white space around the element prompts the user to pay attention to it. For example, using white space around the headline and a call to action in the hero section of your website will definitely increase the chances of conversion.
As far as proximity is concerned, the logic is simple: when you place the elements together, users perceive them as related.
Airbnb is an excellent illustration of this principle. When you’re looking for locations, all the information related to a specific place (title, location, price, etc.) is lined up close to each other to create a sense of connection and separation from the other offers.
💡 Tips for spacing & proximity:
- Use white space around key elements to make them stand out and attract attention
- Group related items closely to show connections, making content easier to follow
- Keep spacing consistent across elements to maintain a clean, organized look
- Avoid overcrowding to prevent overwhelming users; less is often more
Typography
Ever since the introduction of printed media, we’re used to scanning information based on typography. For example, we associate large font sizes with headlines and a quick summary of the message or assume italics are used for titles or quotes.
Typographic hierarchy is one of the most important elements of your UX design, as it helps you shape a specific message in a way that compels and encourages immediate action. It allows users to quickly scan content and grasp the relationships among various text elements while realizing which message is more important.
Using the same schemes in your design automatically helps the user distinguish between various types of information and understand your offer better.
💡 Tips for typography:
- Use a maximum of 3 font sizes for body text.
- Maintain consistent line height ratios.
- Consider the psychology of font pairing.
- Ensure that content is readable on mobile devices.
Now that we’ve covered the basics of visual hierarchy in UX design, it’s time to focus on its real-life applications to your work. We’ve highlighted five major recommendations to follow in your upcoming projects.
1. Prioritize CTAs
Calls to action, or CTAs, are the backbone of your website’s success, as they ensure the user proceeds with the next step (sign up, purchase, demo) and increase the conversion rate.
That’s why, no matter how many elements you add to your screen, they should all support your CTA.
Take a look at Dropbox. When you go to the home page and scroll down, every screen has one clear CTA: getting started with the product for free. The copy is different, making sure the user will find the most compelling reason to convert, but the desired action is the same.
No confusion. No misleading promises. And no drawing attention away from the end goal.
Key takeaways for your design:
- Make your primary CTA the most visually prominent element on the page, using a combination of size, color, and positioning to stand out
- Make sure your text button is action-oriented (“Get started,” “Sign up,” “Get my promo code,” etc.)
- Maintain adequate spacing around CTAs
- Test different positions and sizes, adjusting the ratio for different devices
2. Create Clear Visual Pathways
You already know users don’t want to spend much time exploring your page. So, instead of examining everything you add to the page, they scan it for the most important bits of information. What is known as skimming.
The two most common visual pathways to remember are the F- and Z-patterns.
Since it’s something users are used to, even the most popular companies in the market don’t go against human nature and make their interface easier to scan.
For example, when you go to Uber’s home page, you can clearly spot a Z-pattern that guides the user from the navigation bar to the action button.
Key takeaways for your design:
- Use directional cues and visual elements to guide the user through the page
- Implement progressive disclosure to minimize informational noise
- Create clear content sections for users to spot crucial information
3. Use Contrast and Color
Since the strategic use of color can impact conversion rates by drawing attention to key elements, using contrast and color psychology is always a benefit for your product.
Even though there’s a common belief that color has little to do with your marketing strategy, research shows otherwise. Even a single change of the CTA button color from green to red can lead to a 21% increase in conversions.
With this knowledge in mind, HubSpot favors contrast and color highlights in its own CTA buttons.
Key takeaways for your design:
- Use a maximum of 3 primary colors to keep your visual storytelling consistent
- Implement a 60-30-10 color ratio (60% of primary colors/30% of secondary colors/10% of accent shades) to balance your color palette and build a strong association between the palette and your brand.
- Test color combinations with your target audience to know what works best
- Consider cultural color associations
4. Add Whitespace for Focus
Can you imagine music without pauses, just continuous notes? Or the longer pauses, that make a statement, from the ‘drop’ in electronic music to the ‘rest’ in classical.
Just as pauses between notes give the listener time to absorb and appreciate each sound, whitespace around design elements gives users a moment to focus on and process the content.
Accordingly, whitespace is your secret weapon to channel the user’s attention to the right target.
A perfect example of using a lot of whitespace is no other than Google’s. When you go to the home page, you see nothing but a search bar. And since searching is exactly what Google expects you to do, there’s little to no risk you shift your focus to another action.
Key takeaways for your design:
- Maintain consistent spacing ratios to save the extra space for more information
- Use micro-whitespace within content blocks and macro-whitespace between sections to visually divide the information
- Adjust whitespace for different screen sizes
5. Highlight Trust Elements
If everything you add to your home screen is about taking action, users should know the action is actually worth their time. A great way to emphasize your expertise is to add social proof as a trust element of your hierarchy.
Place testimonials, reviews, client logos, or case studies near key CTAs. For instance, a user is more likely to click “Sign Up” if they see a testimonial from a satisfied customer nearby. By positioning social proof high in the visual hierarchy, you reinforce trust right at the decision-making point.
For example, if you go to PDF Guru, a platform that helps users create a PDF in different variations, you’ll see two major trust elements: the number of active users and the TrustPilot rating of the tool.
Key takeaways for your design:
- Position social proof next to the CTA to amplify their impact
- Use authentic customer testimonials to increase user trust
- Display security badges and certifications relevant to the user
- Highlight key statistics and achievements
Conclusion
Visual hierarchy isn’t just about aesthetics. It’s also about intention.
By strategically organizing the elements we mentioned, you direct attention to where it matters most—helping users intuitively understand what’s important, what to do next, and how to navigate through the content.
We hope this article helped you find useful tips for increasing conversion rates from your design. And if you’re looking for even more ways to grow your business through the power of UX, we’re here to help.
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I write for GrowthRocks, one of the top growth hacking agencies. For some mysterious reason, I write on the internet yet I’m not a vegan, I don’t do yoga and I don’t drink smoothies.
