I’ve come to rely on two design terms that really help in these situations. One term is visual weight, which means how strongly something draws our eye toward it. If a design element is so bold and stands out so well that we can’t help but look at it, it has strong visual weight. In the case of “pop”, the person was asking for more visual weight, not a small explosion.
The second term is visual hierarchy. This means the order in which our eyes are drawn to objects on a page. In a solid design there is a clear visual hierarchy that focuses attention on the right elements and therefore the right message. In a weak design there is no clear hierarchy, so the message is potentially different for everyone and becomes weaker as a result.
Posted on September 6, 2007 by Señor Wences