Humans are visual creatures. Despite the ever-evolving changes in technology and consumer preferences, the importance of viewing and processing visual information has never lessed. It’s visual influence that plays a large role in spontaneous purchase decisions, which is why it’s important for businesses to use visual hierarchy to trigger into impulsive consumer reactions throughout the sales funnel.
In terms of web design, visual hierarchy refers to the strategic way pages are laid out. It’s the mapping out of cues that help form depth, such as size, color, contrast, shape, positioning, and arrangements. Getting it right takes a bit of trial and error, as all eCommerce sites and offerings are different. However, there are some basics that are relatively universal.
Determine Scanning Patterns
How do you expect people to scan your content. Most sites are arranged to have visitors consume content from the top down, and reading from the left to right. Also, content is typically scanned over, so it is important to have items be “skim-friendly” to hold onto the attention of visitors. One interesting point to note is that text-heavy posts are typically scanned in an “F” pattern, while visual-heavy pages are more so scanned in a “Z” pattern. It’s important to keep these points in mind as you instruct your web designer on how to create/enhance your eCommerce website.
Leave Room For White Space
Initially, many people tend to get out off at the idea of leaving white space on their website, thinking it may look too empty. However, white space is very special because it eliminates clutter and helps achieve an overall clean look. The simplicity of it helps improve focus and direct attention towards the elements that matter most, such as product images, headlines, CTA buttons, or links to additional content.
Repeat Design Components
People respond well to things they are familiar with, and repetition helps achieve that very quickly. In terms of web design, it will help establish a rhythm of sorts. One example would be to have all products featured in identically sized rectangles, and all sale products with a red border around it. This form of repetition helps make the content on your site easier to consume and be familiarized with.
Overall, visual elements on your website serve a far greater purpose than just being artistic. It’s essential for them to be strategically placed to make the customer journey down the sales funnel effortless.