A clear visual hierarchy is another factor that helps decrease the cognitive load. Things like the absence of size, color, and shape hierarchy or weird placement can confuse users. What can designers do to smooth their journey?

• Rank business and UX objectives. Learn why users come to your product and organize content by priority accordingly. For example, the CTA button should stand out against other content and engage users to click it.
• Leverage scanning patterns. Prioritize important content and place it in the focal zones. The most common scanning patterns that users use to scan content include the F pattern, the Z pattern, and the layer-cake pattern, among others.^[1]
• Use headings and subheadings. Use headings and subheadings to capture users' attention and guide them to what's important.