Visual hierarchy is how a design shows what matters most, what belongs together and where the user should look first. Size, contrast, colour, position, space and typography are used to prioritise information. Hierarchy makes content easier to scan and understand.
What does visual hierarchy involve in practice?
In practice, the main action and key message should be clear without everything competing for attention. Headings, introductions, body copy, buttons and supporting information need noticeable differences. The hierarchy should also work on mobile, where space and attention are more limited.
Visual hierarchy is relevant on every page with several messages or actions. See Layout, Typography and Nielsen Norman Group's guide to visual hierarchy.
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