Graphic designLesson 1 of 1 in the course Layout and composition

Visual Hierarchy: Contrast, Attention, and Design Applications

5 flashcards · 5 quiz questions · 5 match pairs · 5 fill-in sentences · English

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Summary

Visual hierarchy describes the perceived order of importance among elements in a visual field. Designers use it to help viewers notice and interpret information in a deliberate sequence.

Gestalt psychology is an early 20th-century German theory proposing that the brain organizes individual elements into coherent wholes, or patterns. Gestalt can be translated as “form,” “pattern,” or “shape.” When an element does not fit with the whole that the brain perceives, it can stand out.

All flashcards

What is visual hierarchy?
The perceived order of importance among visual elements, often created by differences in contrast and appearance.
What is the Von Restorff effect?
The principle that an isolated or distinctive element is more likely to attract attention or be remembered.
Which four physical characteristics can create visual contrast?
Color, size, alignment, and character; differences in these characteristics can make elements more prominent.
What is the squint test?
An informal check that uses an out-of-focus or distant view to reveal broad patterns of emphasis.
What is the goal of matching visual and conceptual hierarchy in a map?
To make the features that matter most for the map’s purpose visually prominent.

Quiz questions

  1. For a map about lakes, how should its visual hierarchy relate to its purpose?Answer: Lakes should be more visually prominent than less relevant features, such as roads.
  2. At which levels can cartographic visual hierarchy be applied?Answer: Individual features, groups or layers, and the overall layout.
  3. How can visual hierarchy support people using a website or interface?Answer: It can prioritize navigation and content so users can find relevant controls and information.
  4. In interface design, how should color contribute to visual hierarchy?Answer: Color can guide attention alongside size, placement, and other contrasts.
  5. What did eye-tracking research report about people who agreed that a graphic design was good?Answer: Their eye movements were more similar, with similarity measured using Fréchet distance.

Based on the Wikipedia article Visual hierarchy, licensed CC BY-SA 4.0. Adapted into a summary, flashcards and quizzes.

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