These elements can draw the readers' attention, assist the reader in identifying paths through the document, and improve the aesthetics and visual interest of the site. These elements can also distract and overwhelm the reader and draw attention away from the information provided by the text. When readers view web documents, the activity becomes interactivity. Hypertext and hypermedia provide the thinking reader with the opportunity to interact both intellectually and physically with the text, images, icons, and buttons on the screen. The primary task of graphic design is to create a strong, consistent visual hierarchy, where important elements are emphasized, and content is organized logically and predictably.
Visual hierarchy consists of horizontal as well vertical hierarchy.
The goal of good design is where there is an optimal balance between visual sensation and graphic or text information. Without the visual impact of shape, color, and contrast pages are often graphically boring and will not motivate the viewer to investigate their contents. Dense text documents without the contrast and visual variety offered by graphics and careful page layout and typography are also more difficult to read. Graphic design is visual information management using the tools of layout, typography, and illustration to lead the reader's eye through the page. Many readers see pages first as large masses of shape and color, with foreground elements contrasted against the background field.