When browsing a properly designed website you may be encouraged to view a large heading near the top of the page, or focus on a prominent graphic. Without realising, you are following a visual hierarchy; elements such as space, line, form, colour, shape and texture are guiding your eyes along visual paths.

This is not exclusive to website design, indeed, web design layouts borrow heavily from graphic design, industrial design, architecture and fine art to create a cohesive visual hierarchy. Charles Elena Design’s website design Melbourne studio understands the principals of website design.

Elements of visual hierarchy

Some of these components are:

• Space – the area provided for a particular purpose
• Line – the building block of two dimensional shapes
• Colour – used to draw attention. Colour can be segregated into warm colours (red, yellow and orange) and cool colours (purple, green and blue) and can be used to create contrast and harmony
• Shape – an area that stands out from the space next to it due to a defined or implied boundary
• Texture – perceived surface quality and
• Form – three dimensional objects

A visual hierarchy will integrate these elements to guide your eyes along a preferred path. A website skin should include at least some of these elements, as well as a visual structure for text. At Charles Elena, in our web design company Melbourne studios, we have specialist graphic and website designers who work with illustrators and photographers to create a dynamic website.

Text structure

Type size and placement are also used as visual devices. Key phrases and messages need to be inserted at certain points throughout the text to gain the utmost effectiveness. Text should be broken down into:

• Headline,
• Precede,
• Subheading, and
• Body text

in order for readers to segregate information effectively.

Premium design elements

Above all, before designing a home page, investigate your target market. Different markets will have different motivations and preferences. Their wants, needs and attitudes will shape which elements should be placed prominently on the page, with secondary and less important elements proportionately smaller in size.

Charles Elena Design is a website design Melbourne studio that understands the elements behind a compelling visual layout. Call us on (03) 9663 5433 today.

Corporate Branding Melbourne   |   Web Design Service   |   Email Campaign Management   |   Online Marketing Business   |   Business Branding