The Visual Hierarchy | Conversion Rate Optimization Minute | Episode 121

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Here’s the transcript of “The Visual Hierarchy,” Episode 121 of the Conversion Rate Optimization Minute:

Hi Tim Ash here, and today I want to you about the visual hierarchy. We experience life as an unfolding visual movie, but not all visual experiences are created equal.

The least important is text on a page. Text is represented by little squiggly lines or marks and it requires our conscious brain to process.

Stronger than that are graphics, images and graphics. Those will capture attention and override looking at text.

But even more powerful that graphics is anything involving motion, because motion has survival value. If anything is rapidly moving in your visual scene you need to react to it to survive. So we can't override that need to react to motion.

So, think of it this way, the visual hierarchy overrides things at a lower level. In the presence of stronger signals, the weaker ones won't be given their due weight or attention. So text, graphics, and motion, the visual hierarchy.

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Fantastic content – We work very hard to program the best event possible, and last year got our highest speaker scores ever. This year we are bringing back only our top-rated speakers plus talented experts from a wide variety of fields. Choose from four parallel tracks of actionable content to customize the exact program that you need (and bring the team for maximum learning). Most session have a single speaker who will provide in-depth and practical insights. Stay an extra day to attend your choice of three optional hands-on workshops. This show will pay for itself many times over – if you are not satisfied with your learning experience, conference chair Tim Ash will personally refund your attendance fee.

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