Visual Hierarchy Relates to Impressions of Good Design

Here we examine an untested assumption among graphic designers that a concept called “visual hierarchy” is tied to theperception of good design. Visual hierarchy refers to the sequence in which graphic elements in a design are seen. From adesign perspective, a stronger visual hierarchy means that a graphic design, such as a poster, will lead to more similar eyemovements among its audience. From a psychology perspective, stronger visual hierarchy may mean that information forguiding overt attention is being more effectively communicated. The consequent cognitive ease may facilitate an aestheticexperience, thereby explaining how visual hierarchy could be linked to perceptions of good design. In an empirical test, wesee that when people agree that a design is good, their eye movements are more likely to be synchronous.