What is Visual Hierarchy

The primary aim of this book chapter is to propose a model that explains the influence of four elements of visual hierarchy—colour, size, alignment, and font/characters—on the user experience of e-commerce websites. The study's sample comprised 312 customers of e-commerce websites, with the four elements of visual hierarchy as independent variables, and the user experience of e-commerce websites as dependent variable. To analyze the data obtained from e-commerce website users, the researchers employed structural equation modeling to assess the relationships. The results of the analysis showed that the proposed model had acceptable fit indices and all the four elements of visual hierarchy had a positive impact on the user experience of e-commerce websites. While this book chapter examined the individual contributions of visual hierarchy elements, investigating how different combinations of visual hierarchy elements influence user experience could provide insights into optimal design strategies for e-commerce websites.