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Some businesses invest in mobile-friendly web design to follow the trend, but it’s far more than that. Mobile responsiveness isn’t just a fad that everyone should jump on but a need that demands attention, especially in the digital space. It was long ago when personal computers (PCs) were the only medium used for browsing the web and connecting with people online. Today, people carry PC-like technology (a.k.a. smartphones) with them practically all the time. These facts imply that the future is mobile and that creating a mobile-responsive website is necessary.

What Does Mobile-Friendly Mean?

Mobile-friendly design involves optimising and adapting a website or application for mobile devices like smartphones and tablets. With the increasing usage of mobile devices and the growing number of mobile users, having a mobile-friendly website is a priority to ensure a seamless user experience. Mobile design involves optimising layouts, elements, and functionalities for smaller mobile screens and touch-based interactions. It incorporates responsive design, which adapts the website’s layout to different screen sizes, ensuring the content is easily accessible and readable on any device. 

 

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A successful mobile-friendly design considers load times, image sizes, and the placement of action buttons and search functions, aiming to enhance the overall user experience and improve conversion rates. By employing mobile-friendly web design techniques, businesses can reach their potential customers more effectively, lower bounce rates, and achieve better visibility on mobile search engines.

Screen Sizes and Responsive Design

When it comes to web design, catering to the needs of mobile users is essential in today’s digital landscape. With the increasing popularity of mobile devices, ensuring that websites are optimised for various screen sizes and responsive design has become a top priority. This article will delve into the importance of screen sizes and responsive design in creating mobile-friendly websites that deliver a seamless user experience.

Screen Sizes:

One of the most critical considerations in mobile-friendly web design is accommodating various screen sizes across different devices. From smartphones and tablets to larger phablets, understanding the varying dimensions is essential in creating a website that looks and functions flawlessly on any screen. By employing responsive design techniques, web designers can adapt the layout and content of a website to fit different screen sizes, ensuring that users can access and navigate the site without any visual or functional hindrances.

Responsive Design:

Responsive design is an innovative approach that allows websites to respond and adapt to different devices and screen sizes, offering an optimised experience for users regardless of how they access a website. By using fluid grids, flexible images, and CSS media queries, responsive design enables the layout and content of a website to resize and rearrange itself based on the device being used. This ensures an optimised user experience, making it user-friendly and fully functional, whether accessed from a desktop computer, smartphone, or tablet.

Popular Screen Sizes for Mobile Devices

Popular Screen Sizes for Mobile Devices

When designing mobile-friendly websites, understand the popular screen sizes for mobile devices. Mobile users have a variety of devices with different dimensions, and accommodating these sizes ensures a seamless user experience.

Some of the most popular screen sizes among mobile users include:

  • 5.8 inches (iPhone X)
  • 6.2 inches (Samsung Galaxy S8)
  • 6.5 inches (iPhone 11 Pro Max)
  • 6.7 inches (Samsung Galaxy S21 Ultra)
  • 6.8 inches (Samsung Galaxy Note 20 Ultra)

These dimensions offer a glimpse into the variety of screen sizes designers must cater to. By optimising websites for these sizes, businesses can better engage with their mobile users and potential customers. It’s worth noting that these sizes are just a snapshot of the vast range of mobile devices available. 

To ensure a truly mobile-friendly experience, it is essential to consider responsive web design. This approach allows websites to adapt to different screen sizes, providing a consistent and enjoyable experience across devices. Understanding and accommodating the popular screen sizes of mobile devices is essential for mobile-friendly web design. 

By optimising websites for these dimensions, businesses can provide a seamless user experience and effectively engage with their mobile audience. Here’s how a web design should look like from a mobile perspective:

x, check, lorem ipsum dolor, mobile phone, smartphone, mobile-friendly website, hands, hands holding phone

On the left, the mobile browser retains the desktop version of the website. The one on the right matches the device’s width, making the content readable.

Why Make Your Website Mobile-Friendly?

1. Google Recognises Mobile Responsive Sites

For several years, Google has rolled out handy algorithm updates designed to improve the quality and relevance of Google’s search results. A relevant example of such an update is Mobilegeddon. Mobilegeddon is the name for Google’s search ranking algorithm designed to boost mobile-friendly pages in Google’s mobile search results. Released in 2015, this algorithm remains a relevant ranking factor.

This update was created to respond to consumer behaviour trending toward mobile. Google wanted searchers to easily find high-quality, relevant pages with readable content without horizontal scrolling. Suppose the search engine giant recognised the importance of mobile responsiveness; you should, too. Your website may provide you with search engine optimisation (SEO) gains, so you should start making mobile-friendly web design a priority.

2. Smartphone Ownership is Rapidly Increasing

Mobile technology is taking over the world. According to GSMA Intelligence, around 5 billion people own and use mobile devices worldwide, which is 67.03% of the world’s population. However, the growth in smartphone ownership to date varies across nations. The Pew Research Centre reported that countries with advanced economies have higher smartphone ownership than countries with emerging economies.

The survey also showed that younger people in the countries surveyed are more likely to have smartphones, access the Internet, and use social media. The majority of the people who own a smartphone in advanced economies are under the age of 35. Smartphone ownership is increasing, and mobile internet usage is growing steadily. According to Statista, in the first quarter of 2023, 58.33% of all web traffic comes from mobile phones and has been hovering around the 50% mark since the beginning of 2017.

Statista’s Percentage Of Mobile Device Website Traffic Worldwide From 1st Quarter 2015 To 4th Quarter 2022 Report

(Source: Statista’s Percentage Of Mobile Device Website Traffic Worldwide From 1st Quarter 2015 To 4th Quarter 2022 Report)

The figures say it all—almost everyone uses mobile phones. People might be using their devices differently, but another truth lies therein—browsing the web will always be one of those reasons. To ensure everyone who drops by your website becomes a customer, ensure your site has a mobile-friendly web design. A website that looks great and functions well on mobile can encourage people to stay and entice them to purchase.

3. Mobile Responsiveness Enhances User Experience

User experience (UX) is a critical factor in all business industries. If a business doesn’t fulfil the prospect or customer’s needs and goals, it leads to one thing—lost sales. In eCommerce, poor usability is the culprit behind cart abandonment (people don’t complete their purchases). Bad UX is basically like a box of burned chocolate cookies. No matter how much people like the treats, they won’t finish eating them because of the burned taste. The same thing applies to the world of the web. People who aren’t satisfied with the experience they get while browsing your website are likely to tune away from the first few minutes of their visit.

Suppose your site has jumbled texts and unaligned images everywhere and requires users to scroll through endless pages to find the necessary information. You’re not helping them choose. You’re putting obstacles between you and your prospects. Don’t let non-mobile responsiveness steal fantastic business opportunities away. Invest in a mobile-friendly web design. After all, your website is a crucial platform that influences your credibility, consumer behaviour, and many other things.

Desktop Version vs. Mobile Version

In today’s digital age, where mobile devices have become an integral part of our daily lives, having a mobile-friendly website design is crucial. A mobile version of a website is specifically tailored to provide a seamless user experience, ensuring that the website looks and functions optimally on mobile screens. This contrasts with a desktop version designed with larger screens and desktop computers in mind. With the increasing number of mobile users and the popularity of mobile search, businesses need to prioritise mobile-friendly web design to attract and retain potential customers. 

A mobile version of a website should have a responsive design, adapting to different screen sizes and ensuring that all design elements, such as action buttons and search functions, are easily accessible. Additionally, it should provide faster loading times, considering the limited loading speed and file size restrictions on mobile devices. Businesses can improve their mobile experience, enhance user satisfaction, and ultimately increase their conversion rates while reducing bounce rates by implementing mobile-friendly web design.

Differences between Desktop Computers and Mobile Devices

When it comes to web design, understanding the differences between desktop computers and mobile devices is crucial. Desktop computers typically have larger screens and more space to display content, while mobile devices have limited screen real estate. This means that mobile designs need to prioritise space and attention. Mobile users often have shorter attention spans and are more goal-directed than desktop users. They are more likely to scan content, look for specific information, or complete specific tasks. 

Mobile designs should simplify and specialise to cater to this behaviour, stripping away unnecessary elements and prioritising critical information and functions. Resizing is another vital aspect of mobile-friendly web design. Buttons, links, text, and images should be resized to ensure functionality and readability on smaller screens. The text should be legible without zooming in, and buttons and links should be large enough to tap without accidental clicks. Images should be optimised for faster loading times without sacrificing image quality.

Designers can create streamlined and efficient mobile designs by understanding mobile users’ space limitations, attention scarcity, and goal-directed nature. Simplifying content, resizing elements, and focusing on crucial functions can ensure a seamless user experience for mobile users.

Factors to Consider When Developing Both VersionsFactors to Consider When Developing Both Versions

Several factors must be considered when developing both a desktop and a mobile version of a website to ensure a seamless user experience across all devices. One of the most important considerations is the target audience. Understanding who will visit the website and their preferences and behaviours on different devices is crucial for designing effective versions.

The functionality and features required for each version should also be considered. While the desktop version might have larger screens and more processing power, the mobile version needs to be optimised for smaller screens and limited resources. Prioritising essential features and functionalities for each version is essential to avoid overloading the mobile version or compromising the desktop version’s user experience.

Crafting user friendly designs across platformsDesign elements also play a vital role in creating a user-friendly website. Adapting design elements such as fonts, colours, layout, and navigation to suit different screen sizes and user interactions is essential. Providing sufficient white space, optimising image sizes and quality, and using appropriate action buttons are all elements that can enhance the user experience across devices. Lastly, performance optimisations are essential for both versions. Mobile versions should have faster load times to cater to mobile devices’ slower internet speeds and limited processing power. 

File sizes should be minimised, and code optimised to ensure faster loading speed. Considering core web vitals, such as page speed, interactivity, and visual stability, is crucial for better rankings on search engines and improving the user experience on desktop and mobile versions. Considering these factors, a website can provide a seamless user experience and effectively appeal to its target audience on all devices.

Time to Make Your Site Mobile-Friendly

People use mobile devices to communicate with their friends online, check emails, and do online searches, among other things. These many uses of smartphones and tablets suggest the need for mobile-responsive sites. If you’re ready to make your site mobile-friendly, 2Stallions is the company to call. We create responsive, mobile-friendly designs focused on helping your users find information quickly and take action. Learn more about our website, app, and e-commerce design service here.

Originally published: 17 June 2021
Updated: 22 October 2023

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Frequently Asked Questions About Mobile-Friendly Web Design

What Is Web Mobile Design?

Web mobile design, often called responsive design, is designing websites to provide an optimal viewing and interaction experience across a wide range of devices, from desktop computer monitors to mobile phones. It ensures content is displayed efficiently and consistently, regardless of the device’s screen size.

What Are The Strategies For Mobile Web Design?

Strategies for mobile web design include:

  1. Responsive Design: Automatically adjusts to fit any screen size.
  2. Mobile-First Approach: Designing for mobile devices first and then scaling to larger screens.
  3. Touch-Friendly Navigation: Ensuring buttons and links are easily tappable.
  4. Prioritise Essential Content: Only show crucial information to avoid clutter on small screens.
  5. Optimised Images: Using adaptive or compressed images to ensure faster loading times.

What Factors Are Important To Make A Web Page Mobile Friendly?

Several factors ensure a web page is mobile-friendly:

  1. Readable Text: Text should be legible without zooming.
  2. Touchscreen Readiness: Links and buttons are spaced adequately for easy tapping.
  3. Mobile-optimised images: Reduced file sizes for faster loading times.
  4. No Flash: Many mobile devices don’t support Flash, so it’s best to avoid it.
  5. Fast Load Times: Optimise site speed to ensure pages load quickly on mobile networks.

What Is A Characteristic Of Mobile Web Design?

A key characteristic of mobile web design is its fluidity and adaptability. Elements such as images, grids, and layouts adjust dynamically based on the device’s screen size and orientation. Another distinctive feature is the prioritisation of simplicity and clarity, ensuring that the most vital information is presented clearly on smaller screens, with easily accessible navigation.

How Do I Know If My Website Is Mobile Friendly?

You can check the mobile-friendliness of your website using Google’s Mobile-Friendly Test tool. By entering your website’s URL, the tool will analyse your site and provide feedback on its mobile performance. Additionally, paying attention to user feedback, testing your site on various devices, and regularly monitoring your site’s mobile usability report in Google Search Console can also offer insights into its mobile-friendliness.

In a world increasingly dominated by visual content, web design has become a delicate balance between aesthetics and fundamental principles. Crafting a visually compelling website that captivates and guides users seamlessly through its content is an art form. This art is driven by the principles of visual hierarchy—a set of rules and techniques that determine how elements are organised and presented on a web page. In this comprehensive exploration, we will delve deep into the intricacies of visual hierarchy, unravelling its importance and providing you with the knowledge and tools to master this essential aspect of web design.

Whether you’re a seasoned web designer looking to refine your skills or a newcomer eager to understand the secrets behind captivating web layouts, this guide will equip you with the insights and techniques to create websites that stun their beauty and function impeccably. Join us as we uncover the secrets to creating web designs that balance aesthetics and usability perfectly, ultimately elevating your craft to new heights.

Why Visual Principles Are Vital in Web Design

Website owners try to remain at the top by producing quality content, developing cutting-edge marketing strategies, and dishing out stunning websites. Content may still be king, but no one wants to read anything on a poorly designed website. If you want your website to draw traffic, you need to think about the flow of information on your site. This means thinking about your site’s layout, graphics, and structure. It’s your job to ensure your readers can understand the information.

Smart and efficient web design is more relevant now that the universal display or resolution no longer exists. Mobile phones and computers now come in many screen sizes, making it essential to optimise your website to look good and function well on any device, i.e. to be responsive. For example, research shows that half of online shoppers expect a website to load in less than 3 seconds. 19% will close a website if it takes longer than 2-3 seconds to load, and 8% will leave after 1 second.

visual hierarchy in ux design -Justinmind’sSource: Justinmind’s Visual Hierarchy for Better UX

What Is Visual Hierarchy?

Designers can create normalcy out of chaos; they can clearly communicate ideas through the organizing and manipulating of words and pictures.”

Jeffery Veen, The Art and Science of Web Design

Visual hierarchy, one of the most important principles behind good web design, differentiates between a site that strategically influences user flow and decisions and a site that “looks nice.” It refers to the order in which the human eye perceives what it sees. A visual hierarchy describes which elements capture your user’s attention and draw their eyes most. There’s no right way to build a concrete hierarchy, and competitive designers must have perfectly unique methods – or invent new ones – to stay on top of the game.

Visual presentation of a web interface is essential for:

  • Informing Users
  • Communicating Content Relationships
  • Creating Emotional Impact

The end goal of your UI design should be to answer the following questions :

  • What is this? (Usefulness)
  • How do I use it? (Usability)
  • Why should I care? (Desirability)

Let’s describe the most basic elements, the essential building blocks necessary to support simple or complex hierarchies.

 

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1. Scanning Patterns: The Predictability of the Human Eye

Understanding how people read and consume information on a webpage is paramount to effective web design. One crucial aspect of this comprehension involves recognizing the human eye’s predictable scanning patterns when viewing content. For cultures that read from left to right, such as English and many others, two predominant scanning patterns emerge as influential factors in designing layouts: the F-pattern and the Z-pattern.

Eyetracking Heatmaps by Nielson Norman GroupSource: Eye-tracking Heatmaps by Nielson Norman Group

F-Pattern

Typically, the F-Pattern is prevalent amongst readers for text-heavy websites like blogs.

Readers scan in a vertical line down the left side of the text, looking for keywords or points of interest in a paragraph’s initial sentences. 

F-Pattern Scanning Pattern
Source : Understanding The F-Layout

When readers find something they like, they begin reading typically, forming horizontal lines. The result is something that looks like the letters F or E. As shown, CNN and NY Times readers use the F-Pattern to read the content. Jakob Nielsen of The Nielsen Norman Group conducted a readability study based on 232 users scanning thousands of websites and elaborates on the practical implications of the F-Pattern:

  • Users will rarely read every word of your text.
  • The first two paragraphs are the most important and should contain your hook
  • Start paragraphs, subheads, and bullet points with enticing keywords.

z-pattern scanning 2Stallions Digital Marketing AgencySource: 2Stallions Digital Marketing Agency

Z-Pattern

Z-Pattern scanning occurs on pages that are not focused on the text. If you were to access a Z-Pattern website, your eyes would wander horizontally over the top before sliding down at an angle. Your attention may be drawn to the menu bar or simply because you’re used to reading from left to right. When you reach the end, your attention shifts down and left (again based on reading habit), and repeat a horizontal search on the lower part of the page. The Z-Pattern applies to almost any web interface since it addresses the core website requirements such as hierarchy, branding, and Calls-To-Action. The Z-Pattern is perfect for interfaces where simplicity is a priority, and the CTA is the main takeaway.

Source: Understanding The Z Layout

Forcing a Z-pattern for a website with complex content may work better than the F-pattern, but a Z-pattern can help bring a sense of order to more straightforward layouts (and increase conversion rates). Here are a few best practices to keep in mind based on the image above:

  • Background: Separate the background to keep the user’s sight within your framework
  • Point #1: This is a prime location for your logo
  • Point #2: Adding a colourful secondary CTA can help guide users along the Z-pattern
  • Centre of the page: A featured image slider in the centre of the page will separate the top and bottom sections and guide the eyes along the Z path.
  • Point #3: Adding icons that start here and move along the bottom axis can guide the users to the final CTA at point #4.
  • Point #4: This is the finish line and an ideal place for your primary CTA.

Predicting where the user’s eye will go can be a huge advantage. Before arranging the elements on your page, prioritise the most over the least important ones. Once you know what you want your users to see, placing them in the pattern’s “hot spots” for the proper interactions is just a simple matter.

2. Size as a Tool for Emphasis

Bigger is more eye-catching, but it’s not always better. The simplest way to explain it is that your most important element should be the one that stands out, but when we get into the details, it becomes a little more complicated. The user exerts less effort to click more oversized items. This is especially true for calls-to-action, where you want to leave no question about where the user should go.

Layout Web Design - NikeSource: Huge Inc.

All the principles of size are visible in this screenshot from Huge Inc. The first thing you notice is the biggest, the stylistic H that serves as their logo. Next is “Nike Making,” whose large typeface and bold style create immediate weight. Next is the line of text directly beneath it, written in a smaller font size to not steal attention from the key visuals. If your eyes are still interested enough to wander, they’ll eventually notice the tiny logo and hamburger menu in the corners or the navigation bar to the right.

The hierarchy makes sense here. First, the large colourful H catches your eye. Soon afterwards, you’ll seek context for the unorthodox visual, immediately accessible with the hyperlinked “Nike Making” headline and secondary sentence. Visual hierarchy lays out the user path, while size hierarchy simplifies interaction by making the entire chunk of copy clickable and near its related visual. Without thinking about it, you click exactly where the designer wants you to go. Balance and moderation are essential. The design should not:

  • Be overpowered with an overly large focal point or
  • compromise user usability with secondary content that ends up too small.

3. The Impact of Colour & Contrast

We’re visually drawn to colour, especially when strategically highlighting important information or imagery. For example, a bright splash of red or yellow is hard to miss — whether it’s on a traffic sign on the side of the road or a flyer hanging in your local coffee shop. Clever use of colour can be one of the most visually interesting ways to differentiate elements on a page and draw attention where you want it. Your brain’s obsession with contrast will cause your eyes to focus on objects that stand out due simply to their difference in colour concerning the surrounding objects. Consider the following example:

color contrast in graphic designSource: YouTube Tarot App Landing Page

Colour plays a pivotal role in the design of the YouTube Tarot App landing page. It swiftly directs users to the three primary categories: Love, Wellness, and Fortune. The strategic use of colours further enhances this distinction. Purple is synonymous with divinity; pink, embodying the heart chakra, signifies wellness, while yellow, representing the solar plexus chakra, conveys wealth and fortune.

Hovering triggers an intuitive outline highlighting the selected option. The design seamlessly integrates the Z-pattern principle, ensuring effortless navigation. At the same time, strategically placed featured YouTubers and their respective categories are elevated as the focal point, contributing to an engaging and user-centric design.

4. Effective Layout Arrangement

One of the most straightforward ways to control your website’s visual hierarchy is through its interface. Placing a focus element front and centre allows you to follow up the visual hierarchy using rows and columns for a more organised and structured layout. This can help keep the chaos at bay and leave some space for CTAs or other chosen content at the end. It can be a tedious and fiddly balance, but it is crucial to avoid overcrowding your website with too many elements. The visual hierarchy can flatten, and very little will stand out in the design.

Visual Hierarchy in Web Design - NatroceuticsSource: Adoratorio

One of the most straightforward ways to control your website’s visual hierarchy is through its interface. Placing a focus element front and centre allows you to follow up the visual hierarchy using rows and columns for a more organised and structured layout. This can help keep the chaos at bay and leave some space for CTAs or other chosen content at the end. It can be a tedious and fiddly balance, but it is crucial to avoid overcrowding your website with too many elements. The visual hierarchy can flatten, and very little will stand out in the design.

gestalt principles of designSource: Exploring the Gestalt Principles of Design

The Gestalt Principles

Gestalt principles are foundational visual perception and design concepts that explain how humans naturally perceive and organise visual elements into meaningful patterns. These principles help designers create cohesive and visually appealing compositions. The fundamental Gestalt principles include:

  1. Proximity: Elements close to each other are perceived as belonging. Designers can use this principle to group related content and create visual organisation.
  2. Similarity: Similar elements, whether in shape, size, colour, or texture, are grouped by the viewer’s perception. It helps establish patterns and relationships within a design.
  3. Continuity: The viewer perceives continuous lines and patterns flowing more naturally than abrupt changes. Designers use this principle to guide the viewer’s eye through a composition.
  4. Closure: When presented with incomplete shapes, the viewer’s mind fills in the missing parts to perceive a whole object. Closure is used to create simplicity and encourage interpretation.
  5. FigureGround: This principle distinguishes between an object of focus (figure) and its surroundings (ground). It helps in prioritising elements and creating a visual hierarchy.
  6. Symmetry and Order:  Symmetrical and orderly arrangements are perceived as stable and harmonious. This principle contributes to balance and visual equilibrium.
  7. Common Fate:  Elements moving in the same direction are perceived as a group or related. Designers use this principle to imply movement or connection between elements.
  8. Past Experience: Familiar shapes and patterns are recognised more quickly. Designers leverage this principle to create relatable and easily understandable designs.

Applying Gestalt principles enriches design by tapping into human perception tendencies. Designers use these principles to create engaging, structured, and aesthetically pleasing compositions that effectively communicate messages and guide user experiences.

5. Role of Spacing & White Space

One of the most important yet often ignored design principles is using white or blank space and spacing. Failing to allow some blank space can leave your design overcrowded and confusing, drowning viewers with too much information. White space is your number one go-to for separating and organising the elements in your design. No one wants to spend time making sense of a design. You want an orderly, well-balanced site that is easy on the eyes.

Always plan for unused space. It’s essential for things like:

  • Giving the viewer’s eyes a place to rest and a path to travel through the design
  • Separating your layout into sections (the flip side of this is proximity – reducing space to place related items close together – also an aspect of good spacing)
  • Isolating focal points

Source: David Salgado and Mariana Perfeito’s editorial design

David Salgado and Mariana Perfeito’s editorial design does both above, leaving plenty of white space between and around each layout section while grouping related items. The result is a clean and balanced design.

6. Typography: Choosing Fonts Strategically

When typesetting, there are other aspects to consider besides Typographic hierarchy. Different aspects of the fonts can make or break the design, such as the category used, decorative, script, sans-serif, serif or script or even the use of uppercase, lowercase, bold or italic, the width of the strokes, etc. Notice how typeface affects the hierarchy order of the words in the web design below for The Tea Factory. “The perfect teas to keep you warm” is the focal point. Still, differences in type weight, italicisation, and word placement produce a more dynamic, less linear reading experience. “See our selection,” the call to action, is more strongly emphasised than the text above due to sizing and spacing.

7. Incorporating Style & Texture

Another way of drawing attention is to give content ample room to breathe.  A crowded site will render your visitors lost and later ask themselves, “What am I supposed to do here?” Ultimately, they click away, absorbing no information about your brand. If substantial negative space is left around a button or the lines in a text block are widely tracked, these elements will be more readily visible to readers.

Source:Source: Posters “Bright Pink” via Smashing Magazine

In the first image, the word “Sports” is higher in the hierarchy than “badminton” due to being higher, bigger and bolder. In the second image, the two terms are about equivalent. Thanks to a black rectangle that highlights “badminton” and sets it into its own space. In the third image, a background scribble interrupts the space of “Sports” but not “badminton.” Consequently, this results in a reversal where “badminton” is the highest in the hierarchy. Such a progression is difficult to predict, so designers often chalk it to a holistic sense of “texture.”

9. Harmonious Composition

Using some of the techniques in the article can help guide visitors to your website through your design and layout. Think of it as a first impression. At first glance, does your website leave a pleasant impression? Or will it scare visitors away because elements are all over the place? Overall, most designs will greatly benefit from putting in place an overall structure, more commonly known as the composition, which is made up of Implied Movement:

The Rule of Thirds – A Rule for Balanced Composition

The Rule of Thirds in DesignSource: Shutterstock’s Essential Guide to Working with the Rule of Thirds

Following the rule of thirds is one way of creating a dynamic composition. This is where your focal point isn’t predictably placed at the centre. Instead, this rule divides a layout into a grid (three equally spaced horizontal lines and three vertical lines). The focal point is placed either on one of the lines or, ideally, on one of the four points where the lines intersect.

The Rule of Odds

Rule of Odds in designSource: Essence of Photography: Rule of Odds

The Rule of Odds often involves threes as well. The idea is that an odd number of objects – perhaps the focal point surrounded by two or four –is always more interesting and pleasing to the eye than an even number.

“Good visual hierarchy isn’t about wild and crazy graphics or the newest Photoshop filters; it’s about organising information in a way that’s usable, accessible, and logical to the everyday site visitor.” – Failed Hierarchy, Brandon Jones (Web Designer Speaker, Author, Former editor for Tuts+)

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Conclusion

As suggested in the last section, it’s important to note that hierarchy can be used for both good and evil. Think of all the annoying Flash advertisements, popup windows and glitter banners that the web has been plagued with for years! While these ads succeed in grabbing attention, they ultimately fail the site owner. They also fail the viewer by breaking the visual hierarchy within a site.

Similarly, if a designer builds a visual hierarchy with certain critical pieces of information that are nearly impossible to find, the designer will have failed at his task. Brandon Jones put it best when he states that good visual hierarchy isn’t about wild and crazy graphics or the newest Photoshop filters; it’s about organising information in a way that’s usable, accessible, and logical to the everyday site visitor.

Originally published: 2 November 2017
Updated: 18 September 2023

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