A short spoken excerpt (from a video titled “Typography Hierarchy Validation”) emphasizing that visual prominence does not always equal importance. The speaker prompts designers to consider user goals and business goals when evaluating typographic hierarchy, noting that context may make a secondary element (e.g., a pay button) more important even if it isn’t the largest element.
I think the hierarchy is pretty clear on this screen. Does it match what you intended to be most important? What do you mean? The title is biggest, so it's most important, right? Not always. What's the user trying to do? What do you want them to do? Sometimes the most important thing shouldn't be the most prominent thing. But that doesn't make sense. Shouldn't important things be big? Context matters. A pay button might be more important than the page title, but not bigger. So how do I know if my hierarchy matches my intentions? Ask yourself what what's the user's goal? What's your business goal? Does the visual hierarchy support both? All right, well, I'll double check because.
