It’s a common dark pattern sites use when they don't want you to take action at all (e.g., to cancel your membership). When you place equal weight on the items on your page you are confusing your users. When there is no hierarchy or places for our eyes to go, we cannot focus, and must use more of our attention to discern where we need to go next. When you add a bit of hierarchy to a page, now attention is drawn to the top of the page and people will read the headline at the very least. When there is no place like that, you simply ignore it. You are looking or scanning for places to anchor onto and glance at. Look at this example of a web page with no hierarchy. We must design experiences that give users clues as to what each area is about, and let them decide if that is what they want to dig into more. There is no way we can read every word that we see, just like we cannot focus on every image we see or sound we hear. Designers use it intentionally to guide people to the areas they want the most attention on. Advertising, art, and journalism all use it. Visual hierarchy is something that permeates all types of communication. If you read in the order in which it said you would, you’re not alone. I’ve seen lots of these posted online and it's true. This is a popular meme, but we're not sure who originated it. If we cannot quickly understand what we see, we become frustrated and will likely leave the experience. Lack of visual hierarchy and poorly aligned content interrupts your brain's ability to scan and zone in on areas of interest. People will understand whatever it is that you’re wanting them to do more quickly, with less effort. If you understand the levels of attention each item on your page will get, it will help you design better pages / apps / software. In the broad sense, understanding visual hierarchy means understanding how our brains help us see and comprehend the world around us, by scanning, and how that affects our behavior when interacting with digital interfaces. Master visual hierarchy to make your UI more effective and easy to read When proper hierarchy and alignment are implemented your site or app will be easy to scan and better for comprehension. Understanding how and where your users will focus their attention will allow you to design more effective and easy-to-use products. Just like the Terminator, your brain is always scanning what it sees, looking for cues on where to focus your attention. Learn how to drive users' attention and guide them to the next action. Proper element hierarchy and alignment will make your website or app easy to scan.
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