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establish-visual-hierarchy

Design
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Determine what UI element draws attention first, second, third using size, weight, color, and de-emphasis strategies

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Skill: Establish Visual Hierarchy

Purpose

Determine what UI element should draw attention first, second, third. Visual hierarchy controls the order in which users process information using size, weight, color, and de-emphasis strategies.

Quick Reference

StrategyWhen to Use
Size + WeightPrimary headlines, important CTAs
Color ContrastSecondary content, supporting text
De-emphasizeWhen primary isn't standing out
Weight/Contrast BalanceIcons next to text, borders

Execution Workflow

Step 1: Identify Primary Element

  • What is the single most important thing on this screen?
  • What action should the user take?
  • What information is critical?

Step 2: Assess Current Hierarchy

Check visual weight of each element:

  • Size: Larger = more attention
  • Weight: Bolder = more importance
  • Color: Higher contrast = more prominent
  • Whitespace: More surrounding space = stands out

Step 3: Apply Multi-Factor Hierarchy

Don't rely on size alone:

  1. Use weight (600-700) for emphasis
  2. Use color (grey scale) to de-emphasize
  3. Keep sizes reasonable

Step 4: De-emphasize Competitors

If primary element isn't standing out:

  • Reduce contrast of surrounding elements
  • Use softer colors for secondary content
  • Remove unnecessary backgrounds

Decision Criteria

PASS

  • Most important element has highest visual weight
  • Hierarchy uses weight/color, not just size
  • Surrounding elements are subdued
  • Clear visual path: primary → secondary → tertiary

FAIL

  • Relying solely on font size
  • Everything equally emphasized
  • Critical elements buried
  • Decorative elements competing

Common Patterns

Pattern: Marketing Page Hero

H1: 48px, weight 700, dark    ← Primary
CTA: 16px, solid brand color  ← Secondary
Body: 16px, weight 400, grey  ← Tertiary

Pattern: Dashboard Card

Metric: 32px, weight 700      ← Primary
Label: 14px, weight 400, grey ← Secondary
Action: Text link, brand color ← Tertiary

Anti-Patterns

Anti-PatternWhy It FailsFix
Logo larger than headlineBrand over valueReduce logo, increase headline
60px headline, 12px bodySize extremesUse 40px + weight, 16px body
All bold textNothing stands outUse weight hierarchy
Large section titlesContent buriedMake titles smaller than content

References

  • references/size-isnt-everything.md
  • references/emphasize-by-de-emphasizing.md
  • references/ignore-document-hierarchy.md

Examples

See examples/visual-hierarchy/ for before/after cases.