Space and texture

Another way of drawing attention is to give content ample room to breathe. If there is substantial negative space left around a button, or the lines in a text block are widely tracked, these elements will be more readily visible to readers. As you see in the image...

Size

This one is simple enough: people read bigger things first. If your eye goes to “performance” before “cracking” in the below ad for the Young Vic theater, then you should get in touch with a perceptual psychologist immediately: you can probably make some good money...

Color and tint

Here’s another no-brainer: bright colors stand out from muted colors or grayscale, while lighter tints appear more “distant” and thus fall lower on the hierarchy than richer, darker ones. The website for Where They At contrasts highlighter yellow and color...