Hierarchy Principle

• Users look for information by importance
  • Text (typography)
  • Graphics
  • Colour and Contrast
  • Object Position
  • Closeness (Proximity)
  • Consistency (Repetition)

Gestalt Principle

• Users see the holistic shape of the webpage before the details

Page Layout Theory (Ratio and Proportions)

• Users like structure and organisation
  • The Golden Ratio
  • Rule Of Thirds
  • The Grid System (or columns)

Images And Visual Direction

• Users can be subconsciously directed to areas on the webpage
  • Images point into page or to key information
  • Humans focus on faces

Page Reading Theory

• Users scan webpages for information
  • F-Layout
  • Z-Layout

Colour Theory

• Users attach emotions to colours
  • Contrasting Colours
  • Vibrant Colours
  • Complementary Colours
  • Triadic Colour Scheme
  • Compound Colour Scheme
  • Analogous Colour Scheme

Font Theory

• User attach emotions to fonts

Web Metrics

• Are used to make decisions linked to areas like:
  • User engagement
  • Future development needs
  • User profiling