The Principles of Design: Visual Hierarchy

The Daily Post

Hi bloggers! My name’s Kjell Reigstad, and I’m a designer at Automattic. This is part two in my monthly series on “The Principles of Design.” In this series, I share some of the basic tenets of design, and we explore how to apply them to your blog.

Last month, we explored Clarity.

As I mentioned in last month’s column, the main goal of any design is to tell a story. Just as any good story has a beginning, middle, and end, a good design story does too! It’s up to a designer to make sure that people progress through their stories in a way that makes sense. One of the key ways to do that is to establish a clear visual hierarchy to guide the viewer’s eyes through the design.

Let’s go through a quick example. Take a look at the image below. Which of these two…

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