Design Hierarchy can be used to increase your sales, lead intake, product education and more by easing your customers into higher-effort information. You can build straight-forward, commanding content that directs your readers to take in and memorise information they might never have intended to pay attention to by using Design Heirarchy correctly. So what is it? We've got an example further down if you want to take a quick look, but we'll break the basics down first. The basis of Design Hierarchy's strong messages is built on the premise of having a 'Hook', 'Intrigue', and 'Information'. We are always instantly figuring out when we look at something how much work it will take to read or understand it, and the less interested we are in whatever it is, the less likely we are to put in the effort to engage with that content. So how does this affect you? If a customer doesn't know you, the more detailed your information, the more people will skip it. How do we fix this? We'll start with an example. If you look around, you'll notice a sort of shrinking order in all sorts of media both visual AND verbal. take a look at this Adidas 'Shoe Recycling Campaign' poster. When you look at this shoe poster, chances are, the first thing you looked at was the shoe being doused with paint, then the ad title, and lastly you may have read the actual information the ad is supposed to make the reader memorise about their offer. Did you feel any sense of resistance or boredom when reading through the actual reason for the ad?

The picture itself is interesting and doesn't take any work. It's just pretty to look at, and intriguing because you don't normally see paint being thrown on shoes. That tiny amount of work put in by your brain to acknowledge that though is enough that you're now willing to look at the next easiest bit of information, the title. The title is less visually exciting, but implies a bit more information about what they want you to know, 'that it's time to change up', that you can change something. And lastly, the information underneath the title now has enough investment that you're willing to read through it, and they outright tell you what they want you to know without any strain from yourself.

The less work your information takes to understand, and the more interesting visuals or information it offers, the higher the chance that someone will engage with it up front. When there's no investment, there's no reason to care about putting in the work to understand. You have to 'HOOK' your audience.
'INTRIGUE' them to learn more.
And deliver the 'INFORMATION' only after they're invested. The ability to hold your customer's attention comes from trading 'engagement' for'information'. Typically, what you want your customer to know is not always interesting to them, even if it's valuable, useful, easy and more. Using Hierarchy lets you control attention and move it from high engagement into lowengagement content with important information. Design Heirarchy Structure So,what makes for good hierarchy and how can you use it to get results you want? THE HOOK Low information value, high engagement value.
The hook is typically a visually interesting piece of media designed to arrest attention and nothing else. The sole objective of a hook is to capture attention which is why normally it will take up the majority of space in a design. THE INTRIGUE Moderate information value, moderate engagement value.
Without revealing too much, plays on curiosity from the hook to tie the hook to the information. The value of a strong 'Intrigue' point is that it needs to reasonably connect the information with the Hook, otherwise your material can come across as deceptive or unrelated and confused. Reveal the existence of the information here. THE INFORMATION High information value, low engagement value
This is the actual message you want your customers to hear. If you've used a good hook, and tied it to your information with good intrigue, it can be straight forward.

(Note: more engagement = more space, less engagement = less space) That's great and all, but how do I sell with it? I've used these simple concepts in conversational pitches and to create lead magnets which drew in targeted prospects for my clients. Offering engagement to the brain taps into habitual psychology and reciprocity. Because intrigue has led them down your content's hierarchy, they'll continue even if they weren't interested in the information up front to give themselves closure relating to the content. Engaging your customer with something interesting will also tap into their subconscious reciprocity. When we feel like we've taken something (including information),it's in our nature to offer something in return, and subconsciously this results in paying our 'attention' to your information seriously.

If you want to learn more about putting together content your customers will engage with, shoot us a text on 0434 194 318.