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Visual Hierarchy in a
Mobile Design World
Waylon Baumgardner
Director of Web Applications Development
California Baptist University
HighEdWeb Annual Conference - Sacramento, CA
October 23, 2018
@waylonrobert
What’s this presentation about?
• Learn about visual hierarchy
• Discuss “the problem”
• Identify tactics to solve “the problem”
What’s hierarchy?
– Ellen Lupton and Jennifer Cole Phillips
excerpt from, “Graphic Design: The New Basics” ©2015 Adams
Media.
“Hierarchy is the order of importance…”
What’s visual hierarchy?
Founded in Gestalt Psychology
• Developed by Max Wertenheimer
• 5 “laws”
• Helps explain how humans perceive
organization
–Kurt Koffka
(contemporary of Weternheimer)
“…the whole is different from the sum of its
parts.”
What defines visual hierarchy?
– Pete Faraday
“… the order in which information is
communicated to a user.”
Faraday, P., "Visually Critiquing Web Pages", Proceedings of the 6th Conference on Human Factors the Web, 2000, pp. 1-12.
Examples
Fantastic Mr. Fox (2009)
Directed by Wes Anderson
https://www.imdb.com/title/tt0432283/ ©2009 Twentieth Century Fox Home Entertainment
©2009 Twentieth Century Fox Home Entertainment
Grand Budapest Hotel (2014)
Directed by Wes Anderson
https://www.imdb.com/title/tt2278388/ ©2014 Twentieth Century Fox Home Entertainment
©2014 Twentieth Century Fox Home Entertainment
https://www.nasa.gov/content/space-station-flight-control-room
So, what’s “the problem”?
3 areas:
Content Priority
Cognitive Load
Design Constraint
Content Priority
• Lots of content needs from many campus
stakeholders
• Everyone wants their content on the
homepage
• “Enrollment-driven” eclipses everything
else
Cognitive Load
• If there’s too much to process, the brain
struggles
• If it’s too hard to find, it won’t be found
• The way information is presented
matters
Design Constraint
• Finite screen space to work with
• Vendor products dictate what we can
and can’t do
• Websites are messy because of
governance issues and/or stale content
How do we bridge the gap?
Visual Hierarchy!
But how?
3 Tactics
1. Study your site
• Take a screenshot of a page on mobile and on
desktop screens, then blur them
• What do you see? Where do your eyes go? Can you
identify where important information should go?
• Ask other users what they see
• Record the results
2. Find out what’s important
• Catalog entire website’s content
• Review analytics to find out where users
are going (and not going)
• Develop and measure user tasks
• Perform usability testing on those tasks
3. Design for the user
• Remove what your user doesn’t need
• Create consistency with how your
content is presented
• Use task-based navigation
Final Thoughts
Thank You.
Questions?

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