You're only King for a Day

December 30, 2024

Most, if not all, of us have probably heard the phrase "Content is King." In his 1996 essay titled "Content is King," Microsoft founder Bill Gates first used the now-famous phrase. The essay itself discusses the business of using the Internet to provide low-cost information and advertising to a large audience. Fast forward to today, and that phrase still carries the same weight as it did in 1996, with one important caveat. Content is king, but only if our users can find and use it.

One of my design thoughts is about content—not just how to create it or judge its quality, but how to design it so users can easily find what matters most to them.
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One way to accomplish this is to incorporate visual hierarchy into our designs. What is the definition of visual hierarchy? As you might expect, there are numerous excellent definitions of visual hierarchy, but I particularly liked what The Nielsen Norman Group defined as visual hierarchy in terms of 2D displays (webpage, graphic, print, etc.).

"…The organization of the design elements on the page so that the eye is guided to consume each design element in the order of intended importance." - NNG Group

When there is no visual hierarchy or design structure, users may become overwhelmed and unable to comprehend what we are attempting to communicate. That is why it is essential to organize our design elements so that they make sense to the human eye.

With a clear visual hierarchy, we can establish a focal point, provide users with a way to navigate our designs and guide them to easily find, understand, and comprehend important information, like our content.

These are a few visual hierarchy rules to follow when creating more user-friendly designs. These rules apply to all design disciplines, including graphic, UX, industrial, product, and fine art design.

• Color – Bright colors are more noticeable than muted ones. Complimentary color schemes can bring harmony to a design, whilst contrasting colors can draw attention to a single design element.
• Contrast – Contrasting elements, such as different fonts or colors, have a built-in dramatic impact and draw a user’s eye and attention.
• Size – Larger elements are easier for users to notice than smaller elements.
• Proximity – Elements that are close together appear to be connected.
• Alignment – Out of alignment elements are more noticeable than those that are in alignment. Something will stand out if it is placed slightly out of alignment.
• Texture and Style – Using a range of visual elements will give the design more texture and appeal, and more textures can help bring attention to features that aren't very notable or prominent.
• Repetition – Repetition of visual styles can also help the user in grouping specific ideas together. The presence of repeated pieces can indicate that the content is related.
• Whitespace – Elements stand out more in areas where there is extra space. Elements will stand out and become less cluttered if there is negative space around them.

Ultimately, incorporating good visual hierarchy into our work is a component of good design. Regardless of medium, good design is about influencing and creating meaningful experiences for our users. Visual hierarchy can assist us in making our designs more organized, aesthetically pleasing, and informative. Because a clear visual hierarchy makes a design easier to understand, resulting in a better user experience.

“Content is King” is and will be for the foreseeable future, but only for those who create relevant content that remains relevant to their audience. Visual hierarchy is one of the puzzle pieces that helps to ensure that our content is relevant and meaningful.