Understanding Web UI Visual Hierarchy

More than being creative, a good artist must also consider subtleties like composition, colors, size, what to include, and — perhaps more importantly — what to leave out. That’s no easy feat, which is why we hold the masters like da Vinci and Van Gogh in such high regard.
a website is a form of visual art in its own right, and follows many of the same rules as more traditional artforms. It is the science of aesthetics, mixed with the principles of business, and an extraordinary website interface must feel effortless yet enticing.

Scanning Patterns

Just as with a scurrying movement in the corner of your eye or a sexy walk from someone across the street, the human eye is drawn automatically to certain points of interest. While some of this depends on the person, the majority of people tend to follow definite trends — including how they view a web page.
Typically for text-heavy websites like blogs, the F-Pattern comes from the reader first scanning a vertical line down the left side of the text looking for keywords or points of interest in the paragraph's initial sentences. When the reader finds something they like, they begin reading normally, forming horizontal lines. The end result is something that looks like the letters F or E