What makes a design look messy and unprofessional? More often than not, it's a lack of visual hierarchy—a structured way to guide the user’s eye through an interface.
Beginner designers often struggle with organizing content effectively. They may place elements randomly, use inconsistent spacing, or fail to emphasize key actions. The result? A cluttered design where everything competes for attention, making it hard for users to navigate and interact.
Humans naturally seek order and patterns. Our brains want to understand where to start and how to proceed. This is where visual hierarchy in design plays a crucial role—it helps designers arrange elements in a way that feels intuitive and structured.
At Eleken, we frequently help clients fix poor UX hierarchy in their products. So, we’ve talked with Darina Silchenko to get a solid grasp of its workings. With her help, in this guide, we’ll break down the core principles, essential rules, and real-world examples to help you master this fundamental UX concept.
Understanding the concept of visual hierarchy
What is a visual hierarchy? It’s the intentional arrangement of elements to create a clear, logical flow of information. A well-designed hierarchy of information ensures that key messages stand out, guiding users naturally through content.
A core rule in design hierarchy is:
If everything seems important, nothing is important.
If all elements have the same weight, users don’t know where to focus. But when structured properly, content hierarchy UX guides attention smoothly—from the most critical elements to supporting details.
How does the brain process visual information?
Our brains prioritize information based on visual cues, and design thinking always takes it into account. When interacting with a page, users don’t absorb content randomly—they scan, group, and focus based on:
- Size and contrast → Larger, high-contrast elements attract attention first.
- Reading patterns → In Western cultures, people read in an F-pattern or Z-pattern.
- Grouping and spacing → Elements that are close together are perceived as related.
Principles of visual hierarchy in UX
There are several basic elements that can make or break visual hierarchy.
1. Visual weight: Prioritizing important elements
Visual hierarchy meaning is largely influenced by visual weight — how much an element stands out compared to others. The more weight an object has, the more likely users are to notice it first.
How to evaluate visual weight:
- Blur test: Blur your design—what still stands out? That’s where users will focus first.
- Squint test: Squint your eyes—are the key elements still distinguishable?
For example, CTA buttons are often bright and bold, ensuring they stand out against the background. This application of UX design hierarchy makes interactions smoother for users.
2. Anchor elements: Placing focal points strategically
Anchor elements are key points in a design that grab attention and help structure the composition. These can be logos, main CTAs, or large visuals.
For example, websites typically place the logo in the top-left corner because it’s the first place users look. But it doesn’t have to be a logo. Apple’s homepage uses large, centered product images as anchor elements to direct focus.
By leveraging hierarchy UI effectively, designers can ensure a structured and intuitive interface.
3. Rule of thirds: Structuring layouts effectively
The rule of thirds is a grid-based design principle that helps balance elements visually. It divides a layout into nine equal parts, encouraging designers to place key elements at the intersections for a more dynamic composition. This approach is closely related to grid layout, which provides structure and organization in UI design.
As an example, you can imagine a hero section where the main product image is aligned with a grid intersection and so creates a more engaging focal point. This is an essential part of information hierarchy UX, ensuring content is easily digestible.
Essential laws for building effective visual hierarchy
To design interfaces that feel intuitive and easy to navigate, UX designers apply various design patterns, including Gestalt principles—a set of psychological laws that describe how users perceive and organize visual information. These principles help structure layouts in a way that naturally guides attention, reduces confusion, and improves usability.
Below are the core laws that form the foundation of effective visual hierarchy in design:
1. Proximity: Grouping related elements together
When elements are placed close to each other, users perceive them as related. This helps create logical associations between different pieces of information and improves content hierarchy UX.
Example:
- Navigation menus: Links to different sections of a website are grouped together for quick access.
- Forms: Labels are positioned near their respective input fields to indicate a clear connection.
- Product listings: A product name, image, and price are visually grouped to make scanning easier.
Best practice: Use spacing strategically—tighten spacing within groups and increase spacing between unrelated sections to clarify relationships.
2. Similarity: Ensuring consistency across design elements
Elements that share visual characteristics—such as color, shape, size, or font style—are perceived as related, even if they are not physically close. This contributes to a strong UX hierarchy, ensuring users can navigate interfaces intuitively.
You need to ensure:
- Consistent button styles: All primary buttons have the same color, size, and shape, reinforcing their importance.
- Typography hierarchy: Headings use bold fonts, while body text remains lighter for readability.
- Iconography: Similar icons indicate similar actions (e.g., a shopping cart icon always represents purchases).
3. Closure: Helping users recognize incomplete shapes
The human brain has a natural tendency to fill in gaps and perceive complete shapes, even when some parts are missing. This principle enhances visual hierarchy UX by allowing designers to create minimalist, engaging interfaces.
Example:
- Logos: Many logos (e.g., the WWF panda or IBM logo) use negative space to create recognizable shapes.
- Minimalist UI icons: A simplified envelope icon is immediately understood as "email," even if it lacks fine details.
- Interactive UI elements: Progress indicators with incomplete circular outlines still convey motion and completion.
You can use negative space and implied shapes to reduce clutter while maintaining clarity.
4. Symmetry: Creating balance and order
Symmetrical designs feel structured, harmonious, and professional. People are naturally drawn to balanced compositions, which make content easier to process and navigate. This plays a key role in hierarchy of information in UX design.
Example:
- E-commerce product grids: Items are arranged symmetrically, improving scanability.
- User profiles: Balanced placement of profile pictures, names, and action buttons creates a clean, professional look.
- Dashboard layouts: Widgets are evenly spaced, preventing overwhelming clutter.
Keep in mind that while symmetry enhances stability, asymmetry can be used deliberately to create visual interest and emphasize key elements.
5. Common region: Organizing content with visual boundaries
Elements that share a background, border, or container are seen as part of the same group, making complex information easier to digest. This technique is commonly used in information hierarchy UX to improve content scannability.
Example:
- Feature comparison tables: Different pricing tiers are visually separated but structured similarly.
- Cards and panels: Blog previews, product listings, and dashboards use cards to create self-contained information blocks.
- Sidebar menus: A background shade differentiates navigation menus from the main content area.
Use shadows, background colors, and dividers to visually separate sections without overwhelming the layout.
6. Common fate: Using motion to group elements
When multiple elements move together or follow the same animation pattern, users perceive them as part of a single group or function. This principle is an important part of UX design hierarchy, helping users understand relationships between UI components.
Example:
- Carousel sliders: A set of images moving horizontally indicates that they belong to the same category.
- Dropdown menus: Menu items appearing together reinforce their relationship.
- Loading animations: Skeleton loaders animate sections simultaneously to indicate where content will appear.
Use motion to enhance, not distract—animations should serve a purpose in guiding the user’s focus.
By applying these six principles, you can create visually organized layouts that make interfaces more intuitive, scannable, and engaging.
Importance of visual hierarchy in UX
A well-defined visual hierarchy UX goes beyond aesthetics—it enhances usability, improves conversions, and creates seamless user experiences. Let’s explore why information hierarchy UX is a must-have in design.
1. Enhances usability by guiding users effortlessly
When a design is structured well, users don’t have to think about where to look—the hierarchy UI naturally directs their attention. This reduces friction and makes interfaces feel more intuitive.
For example, a bold, high-contrast CTA button grabs attention immediately, ensuring users can take action without hesitation. And well-structured navigation bars make it easy to find the most important sections without searching.
2. Reduces cognitive load and improves decision-making
A cluttered interface overwhelms users, making it difficult to absorb information and take action. Design hierarchy reduces cognitive strain by prioritizing the most important elements first.
Example:
- E-commerce product pages emphasize key information (title, price, "Buy Now" button) while keeping descriptions secondary.
- Mobile banking apps highlight critical actions like "Transfer Money" while keeping secondary features accessible but unobtrusive.
Best practice: Use size, contrast, and spacing to make decision-making fast and effortless.
3. Improves accessibility and readability
A strong content hierarchy UX benefits all users, including those with visual impairments or cognitive disabilities. Proper use of contrast, spacing, and structure ensures that content is legible and accessible.
Example:
- Larger fonts for headlines help users quickly identify sections.
- Clear spacing and contrast ensure text is readable for users with low vision.
- Accessible button placements make navigation easier for people with motor disabilities.
Best practice: Follow WCAG accessibility guidelines to create designs that work for all users. For more insights on how accessibility improves both user experience and business outcomes, check out our article on accessibility.
4. Drives conversions and engagement
A well-structured UX hierarchy boosts engagement and conversions by directing users toward key actions. Whether it’s signing up, purchasing a product, or exploring content, good visual hierarchy in design makes the journey seamless.
Example:
- Landing pages use a clear headline → benefits → CTA structure to maximize sign-ups.
- Effective SaaS onboarding flows guide users step-by-step, ensuring they don’t get lost.
Best practice: Use progressive disclosure—show only the most relevant information upfront to keep users engaged.
Practical applications in web and UX design
Now that we’ve explored the principles and importance of visual hierarchy, let’s see how they apply to real-world UX and web design. Below are common interface elements where information hierarchy UX plays a crucial role, along with examples of best practices.
1. Navigation menus: Organizing links for effortless browsing
A well-structured navigation menu ensures users can quickly find what they need without confusion. The key is to prioritize important links while keeping secondary options accessible but not overwhelming.
Best practices:
- Use proximity and grouping to organize related links together.
- Apply contrast to highlight the most essential menu items.
- Keep secondary links in dropdowns or footers to avoid clutter.
Example: Airbnb's navigation separates primary categories (Stays, Experiences) from secondary links (Help, Account settings), creating a clear, scannable menu—an excellent example of UX hierarchy in action.
2. Product grids: Structuring e-commerce layouts for quick decision-making
E-commerce websites use grid layouts to display products in a way that’s visually balanced and easy to scan. A strong content hierarchy UX helps users compare options efficiently.
Best practices:
- Use symmetry and alignment for a structured feel.
- Make key details (name, price, CTA) stand out through size and color.
- Group elements using common region (background boxes) for better clarity.
Example: Amazon and Shopify highlight product names, images, and prices while keeping less critical information secondary.
3. Hero sections: Capturing attention with dominant visuals
The hero section is often the first thing users see on a website. It must immediately communicate the main message and encourage the desired action.
Best practices:
- Use large typography and high-contrast buttons to emphasize key points.
- Apply the rule of thirds to position focal elements naturally.
- Ensure supporting content (e.g., subheadings) has lower visual weight to avoid distractions.
Example: Apple’s website uses large product images, a clear tagline, and a CTA button positioned in a high-attention area—an effective application of visual hierarchy in design.
4. Call-to-action (CTA) design: Making key actions impossible to miss
CTAs drive user engagement and conversions. A well-designed CTA grabs attention instantly and guides users toward the next step.
Best practices:
- Ensure CTA buttons have high contrast against the background.
- Place primary CTAs in anchor positions (e.g., the top-right corner or the hero section).
- Use size and spacing to make the CTA stand out while keeping the page clean.
5. Content presentation: Structuring text for readability
Good information hierarchy makes long-form content easy to read and scan. Users should be able to grasp key points without reading everything in detail. If you want to dive deeper into best practices for making content clear and easy to understand, check out our guide on readability.
Best practices:
- Use heading sizes to define hierarchy of information (H1 → H2 → H3).
- Apply bold text, bullet points, and spacing to enhance readability.
- Align text and images in a logical flow based on reading patterns.
6. Forms and input fields: Streamlining user interactions
Forms and input fields are a crucial part of UX, whether for sign-ups, checkout flows, or lead generation. Good design hierarchy reduces friction and makes forms feel effortless.
Best practices:
- Use label proximity to clarify relationships between fields and inputs.
- Highlight required fields with color or an asterisk.
- Ensure the submit button has the highest visual priority on the form.
Example: Google’s login page keeps fields minimal, with clear labels and a bold "Next" button guiding the action.
Common mistakes and how to avoid them
Even experienced designers can struggle with visual hierarchy in design, leading to cluttered, confusing, or ineffective interfaces. Below are some of the most common mistakes beginners make—and how to fix them.
1. Overloading the design with too many focal points
The mistake:
- Everything on the page is competing for attention—large text, bright colors, multiple CTA buttons.
- Users feel overwhelmed and don’t know where to focus.
How to fix it:
- Prioritize key elements—use only one or two primary focal points.
- Apply visual weight strategically—make primary CTAs more prominent while reducing emphasis on secondary elements.
- Use the blur test to check which elements stand out the most—if everything is screaming for attention, nothing is truly important.
2. Neglecting spacing and alignment
The mistake:
- Tight or inconsistent spacing makes content feel cluttered and hard to read.
- Misaligned elements create a sense of visual imbalance and chaos.
How to fix it:
- Use consistent margins and padding to separate elements properly.
- Apply the proximity principle to group related items and improve content hierarchy UX.
- Leverage grid systems to maintain alignment and balance.
3. Making CTA buttons blend into the background
The mistake:
- Call-to-action buttons are low-contrast or poorly positioned, making them hard to notice.
- Users struggle to find the next step, leading to lower conversions.
How to fix it:
- Use high-contrast colors to make CTAs stand out.
- Place CTAs in high-visibility areas (e.g., near key content or in the hero section).
- Keep secondary actions subtle—avoid giving equal visual weight to "Cancel" and "Submit" buttons.
4. Using too many fonts and inconsistent typography
The mistake:
- Multiple fonts, excessive bolding, and inconsistent sizes create visual noise.
- Text becomes hard to scan because there’s no clear differentiation between headings, subheadings, and body text.
How to fix it:
- Follow a typographic hierarchy:
- H1 (largest) → for the most important titles.
- H2 (medium) → for section headings.
- Body text (smallest) → for regular content.
- Limit font choices to two complementary fonts (one for headings, one for body text).
- Maintain consistent sizing and spacing for readability.
Medium.com, for example, uses a clear hierarchy of information, making long-form articles easy to read.
Learn more about how typography influences user experience in our typography guide.
5. Ignoring mobile responsiveness and adaptability
The mistake:
- Elements that look great on desktop don’t scale well on mobile.
- Small text, overlapping elements, or poorly placed CTAs frustrate mobile users.
How to fix it:
- Apply fluid layouts that adjust based on screen size.
- Ensure touch targets (buttons, links) are at least 48px in size for mobile accessibility.
- Test designs on multiple devices to maintain UX hierarchy and usability.
6. Using color incorrectly (too much or too little contrast)
The mistake:
- Too many colors distract and overwhelm users.
- Low-contrast text makes information hard to read, especially for users with visual impairments.
How to fix it:
- Use color sparingly to highlight important elements.
- Maintain a strong contrast ratio (at least 4.5:1 for text and background).
- Ensure accessibility compliance by testing designs with color-blind simulators.
Google’s Material Design guidelines emphasize accessible, high-contrast color combinations for readability—an essential part of visual hierarchy UX.
7. Ignoring scan patterns and natural reading flow
The mistake:
- Text and images are arranged without considering how users scan content.
- Important information appears in low-attention areas.
How to fix it:
- Structure content following F-pattern (for text-heavy layouts) or Z-pattern (for visual-heavy layouts).
- Place key elements in natural focal areas (top-left for logos, center for CTAs).
- Use section breaks, bullet points, and visual dividers to improve content flow.
8. Failing to differentiate primary and secondary information
Users struggle to differentiate important actions from supporting content when all elements have the same weight. A well-structured hierarchy of information helps solve this issue. Another critical factor in user experience is information architecture, which ensures content is logically arranged for better navigation.
The mistake:
- Everything has the same font size, weight, and color, making it difficult to distinguish key elements.
- Users struggle to differentiate important actions from supporting content.
How to fix it:
- Use size and contrast to emphasize critical elements (e.g., primary buttons should be larger than secondary ones).
- Apply Gestalt principles (proximity, common region) to group related elements visually.
- Make primary headings bold and prominent, while keeping secondary text subtle.
Example: Slack’s UI clearly differentiates primary actions (messaging, file sharing) from secondary options (settings, preferences), demonstrating a strong hierarchy of information.
Conclusion & key takeaways
A well-structured visual hierarchy is the foundation of a great UX flow. Without it, users struggle to navigate, get overwhelmed by cluttered interfaces, and abandon interactions out of frustration. But when applied correctly, visual hierarchy in design makes content clear, scannable, and engaging, leading to better usability, higher conversions, and improved user satisfaction.
Key takeaways from this guide:
- Visual hierarchy guides user attention → It helps users instantly recognize what’s most important.
- Gestalt principles (proximity, similarity, contrast, etc.) structure content effectively → They create logical relationships between elements, making interfaces easier to navigate.
- Practical application matters → Whether in navigation menus, product grids, hero sections, or CTAs, UX design hierarchy ensures a seamless user journey.
- Common mistakes can ruin usability → Avoid clutter, poor spacing, weak contrast, and inconsistent typography to maintain a clean, intuitive design.
- Hierarchy isn’t just about aesthetics — it impacts business metrics → A well-structured information hierarchy UX increases engagement, conversions, and user trust.
At Eleken, we apply these principles daily in our UX redesign projects, helping businesses transform complex, confusing interfaces into seamless, high-performing experiences. If your product suffers from poor hierarchy UI, low engagement, or usability issues, our team of expert UI/UX designers can help you streamline and optimize your interface.
Let’s build intuitive, high-performing designs together! Get in touch with Eleken today.
