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
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
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