6:5 Establish Level of Importance
Strength of Evidence:
Document Type: Guideline
Page Structure - General
Establish a high-to-low level of importance for information and infuse this approach throughout each page on the Web site.
The page layout should help users find and use the most important information. Important information should appear higher on the page so users can locate it quickly. The least used information should appear toward the bottom of the page. Information should be presented in the order that is most useful to users.
People prefer hierarchies, and tend to focus their attention on one level of the hierarchy at a time. This enables them to adopt a more systematic strategy when scanning a page, which results in fewer revisits.
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Frequently accessed information is at the top. Information that is used less often is at the bottom.
Title: Prioritize: Good Content Bubbles to the Top
Description: If everything is equally prominent, then nothing is prominent. It is the job of the designer to advise the user and guide them to the most important or most promising choices (while ensuring their freedom to go anywhere they please).
Title: Web Style Guide: Document Design
Description: This style guide recommends putting the most important information at the beginning of the page.
Related Usability Guidelines: