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First Principles: Hierarchy – Guide the Eye

Not all content is equally important. Visual hierarchy tells customers what to read first, second, and third—guiding them to action.

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📊 Hierarchy – Guide the Eye

Not all content is equally important.
Visual hierarchy tells customers what to read first, second, and third.

Why Hierarchy Matters

When customers land on your page, their eyes scan in a predictable pattern. Visual hierarchy guides that scan:

  • Primary: The most important message (headline, main offer)
  • Secondary: Supporting information (subheadings, benefits)
  • Tertiary: Details and fine print

👉 Hierarchy creates a visual path from attention to action.

Hierarchy in Digital Marketing

Common hierarchy mistakes:

  • Everything the same size (nothing stands out)
  • Important CTAs buried in small text
  • Headlines smaller than body text
  • No clear visual path

How to create hierarchy:

  • Size: Bigger = more important
  • Weight: Bold = more important
  • Color: Contrasting = more important
  • Position: Top/center = more important
  • Whitespace: Isolated = more important

The Business Impact

Clear hierarchy:

  1. Guides attention: Customers see what matters first
  2. Speeds decisions: Clear path = faster action
  3. Increases conversions: Prominent CTAs = more clicks

👉 Hierarchy = Guidance → Guidance = Action → Action = Sales.

Takeaway for SMB Owners

Create clear visual hierarchy:

  • ✅ Make headlines 2-3X larger than body text
  • ✅ Use bold for important points
  • ✅ Make CTA buttons prominent
  • ✅ Use color to highlight key elements
  • ✅ Give important content more space

Guide the eye. Win the sale.