Visual Hierarchy and Viewing Patterns

Introduction

Design isn’t just about looking good - it’s about communication. Every color, motion, or placement choice shapes how people interact with your interface. At the center of it all is visual hierarchy: the art of guiding your users’ eyes (and attention) through content in the order that matters most.

When paired with smart information architecture, visual hierarchy doesn’t just improve usability - it can boost engagement and conversions too. Let’s break it down.

What Is visual hierarchy?

Visual hierarchy is the order in which users see and process elements on a page. You can think of it as your interface’s “reading path.” It tells the brain what’s important, what’s connected, and what to focus on first.

When done well, visual hierarchy makes a design feel effortless. Users intuitively know where to look, what action to take, and how to move through a screen - without even thinking about it.

Viewing patterns: how people actually scan your design

Before we talk techniques, it’s key to understand how people look at screens. Our eyes don’t move randomly - we tend to follow certain subconscious scanning patterns. The two most common are:

1. Z-Pattern

The Z-pattern follows a zig-zag path: top-left ➝ top-right ➝ bottom-left ➝ bottom-right (for western countries). It’s ideal for pages with light text and clear structure - like landing pages, portfolios, or marketing websites.

Pro tip: Place core information - like logo, navigation, and calls-to-action - along the Z path. Use bold elements at the four corners to anchor attention.

2. F-Pattern

The F-pattern is the most common on text-heavy pages, like blogs or articles. It mimics how we read: across the top line, then down the left side scanning for something interesting, then occasionally across again.

Pro tip: Use clear headings, bullets, and bold text to make scanning easier. Keep key messages on the top and left areas - they get seen most.

3 ways to create strong visual hierarchy

Here’s how to apply visual hierarchy to your designs in practical, intentional ways:

1. Size and scale

Big elements grab attention first. Size helps users prioritize what’s most important on the page.

Use it to:

• Make headlines pop

• Emphasize primary CTAs

• Create entry points to content

Also worth noting: Fitts's Law says larger interactive elements are easier to click or tap. So size isn’t just visual - it improves usability too.

2. Color and contrast

Bright, saturated, or high-contrast colors catch the eye faster than dull ones. Use color to emphasize and direct - not just to decorate.

Try this:

• Use bold color on CTAs, links, or urgent messages;

• Use muted colors for less important or background elements;

• Stick to a consistent palette to avoid chaos.

Pro tip: contrast doesn’t mean more colors - it means the right contrast between elements.

3. Whitespace and alignment

Whitespace (or negative space) gives your design breathing room. It helps users focus by removing distractions and separating elements logically.

To make whitespace work:

• Remove clutter - if it’s not essential, cut it.

• Use padding and margins to group and separate content.

• Break big chunks of text into digestible parts.

• Don’t be afraid of empty space - it’s powerful.

Alignment, meanwhile, adds order. Use grids and spacing systems to structure your layout - and break the grid intentionally to draw attention when needed.

Final thoughts

Your job as a designer isn’t just to make things look good - it’s to help users move through your content smoothly. A strong visual hierarchy does just that. It creates flow, reduces friction, and makes everything easier to understand and act on. Whether you’re designing a landing page, product UI, or content-heavy article, visual hierarchy should be part of your toolkit from day one.

Design with the eye in mind - and the rest will follow.