Recently we’ve been working on several redesigns, both for work we’ve done and for work completed by others. In each case the topic of visual weight has come into play.

Compare your site in a desktop browser, then on an iPhone zoomed all the way out. Do they feel different? It’s probably more drastic than you think.

Visual weight reinforces a page or screen’s visual hierarchy by contrasting the size, color and/or position of elements in the design. By adding visual weight to elements that are of primary importance and reducing the visual weight on elements of less importance you help guide the user and…