Visual hierarchy

There is some scientific evidence for visual hierarchy using eye tracking. For example, one study found that when people agree that a graphic design is good, they exhibit more similar eye movements; measured by the Fréchet distance. ==Theory==

The concept of visual hierarchy is based in Gestalt psychological theory, an early 20th-century German theory that proposes that the human brain has innate organizing tendencies that “structure individual elements, shapes or forms into a coherent, organized whole,” especially when processing visual information. The German word Gestalt translates into “form,” “pattern,” or “shape” in English. When an element in a visual field disconnects from the ‘whole’ created by the brain's perceptual organization, it “stands out” to the viewer. The shapes that disconnect most severely from their surroundings stand out the most. This is commonly encapsulated as the Von Restorff effect, which states that isolation attracts attention. Physical characteristics The brain distinguishes objects based on differences in their physical appearances. These characteristics fall into four categories: color, size, alignment, and character. Each type of contrast can be used to construct a visual hierarchy. The same characteristics are also sometimes categorized (especially among cartographers) according to the visual variables of Jacques Bertin. • Color encompasses the hue, saturation, value, and perceived texture of forms. When viewed out of focus (or from a great distance), the viewer is not distracted by details, but can only see overall (gestalt) patterns such as visual hierarchy. All of the above patterns, except some aspects of character, are recognizable by this method. ==Application==

Visual hierarchy is an important concept in the field of graphic design, a field that specializes in visual organization. Designers attempt to control visual hierarchy to guide the eye to information in a specific order for a specific purpose. One could compare visual hierarchy in graphic design to grammatical structure in writing in terms of the importance of each principle to these fields. Cartography In cartographic design, visual hierarchy is used to emphasize certain important features on a map over less important features. Typically, a map has a purpose that dictates a conceptual hierarchy of what should be more or less important, so one of the goals of the choice of map symbols is to match the visual hierarchy to the conceptual hierarchy. The Visual hierarchy of a map may apply to individual geographic features (such as making a single country stand out), to map layers of related features (e.g., making lakes stand out more than roads), and to the entire layout of map and non-map elements (e.g., making the title look more important than the scale bar). Like the main map elements, such features have weight, and the properties that apply to visual hierarchy of map layers also apply to other elements on the page. Size and alignment are the two main determinants of the visual hierarchy for these features. Cartographers often utilize principles of negative space and figure-ground contrast to design an appropriate visual hierarchy by employing contrast between unused space and layout features. ==See also==