Some experience design aspects have more “weight” than others in different settings. People perceive that one aspect is a scene is more important than others. This weight creates hierarchy in a scene—where more noticeable aspects get more attention or override other aspects. For example, a beautiful sunrise can get so much attention that drivers can take their eyes off of morning traffic in front of them. A screaming child in a restaurant can override the quiet, romantic setting in a nice restaurant. A large banner image that spans a webpage can grab a user’s attention—causing them to read an advertisement for shaving cream. A global ad campaign can demand a significant amount of copywriting, design, and client management and in turn can dominate a design agency’s resources to produce and maintain, taking resources away from other client work. Aspects of an experience design scene have an order. Those aspects that get more attention and resources increase in hierarchy, and other aspects decrease.
