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How can I improve my Clarity and Focus scores?

This article explains what the Clarity Score and Focus Score mean, how they’re calculated, and practical ways to improve them for any visual design (ads, landing pages, emails, posters, social posts, UI screens, etc.).

Overview: two different scores, two different questions

  • Clarity Score asks: “Is this visually easy to process?”
    It measures visual simplicity (not predicted attention).

  • Focus Score asks: “Is attention concentrated or scattered?”
    It’s based on the predicted attention heatmap.

These scores are calculated independently and can move in different directions. For example, you can increase Focus by making one element dominant, while Clarity stays the same (or even drops) if the layout still feels busy.

Clarity Score: “Is this visually easy to process?”

What Clarity measures

Clarity reflects visual simplicity and how quickly a viewer can “read” the layout. It typically considers factors like:

  • Amount of text
  • Text size and contrast
  • Number of colors
  • Number of images / visual elements
  • Overall visual “noise” (how busy the layout is)

What a low Clarity score usually means

A low score often indicates:

  • Too much text or dense blocks of content
  • Too many elements competing at once
  • Small fonts or weak contrast
  • Busy backgrounds (especially behind text)

     

Too many styles (fonts, colors, decorations) without a clear hierarchy

What a high Clarity score usually means

A high score typically indicates:

  • Clean layout with breathing room
  • Fewer, more intentional elements

     

Strong readability (especially for the primary message)

Important: Clarity is not the heatmap

Clarity is calculated independently from predicted attention.

It is not derived from the heatmap, and it is not the same as Focus.

How to improve Clarity

Reduce visual load

  • Remove elements that don’t support the main message or action
  • Avoid “everything is important” layouts – prioritize ruthlessly
  • Use fewer visual components per screen/creative

Simplify text

  • Cut copy to essentials
  • Prefer short lines and short blocks (scannable chunks)
  • Avoid multiple paragraphs when a few lines will do
  • Make sure your typography is legible (size, spacing, contrast)

     

Simplify styling

  • Use one primary font family (or a very limited set)
  • Limit accent colors; keep a consistent palette
  • Avoid stacking multiple decorative treatments (shadows + outlines + gradients + patterns)

Improve background and contrast

  • Keep text on clean backgrounds
  • If using imagery behind text, add a solid overlay or ensure strong contrast
  • Avoid patterned or high-detail textures behind critical content

Focus Score: “Is attention concentrated or scattered?”

What Focus measures

Focus is based on the predicted attention heatmap and evaluates whether attention is:

  • concentrated around one or two primary focal points, or
  • spread across many competing hotspots

It typically depends on:

  • Number of strong hotspots
  • Size of those hotspots
  • How concentrated they are
  • Whether elements compete with each other

What high Focus usually looks like

  • One clear focal point (often the headline, product, or CTA)
  • Secondary elements are present but visually quieter
  • The path is obvious: primary → secondary → supporting details

What does a lower Focus usually indicates

  • Multiple elements with similar visual weight (many “equals”)
  • Several CTAs competing
  • High-contrast decorations, badges, icons, or shapes are stealing attention
  • Strong imagery is competing with the intended focal point

Key idea: more attention ≠ better focus

Focus is about concentration, not total attention.


You can get strong attention overall, but still have low Focus if attention is split across too many elements.

How to improve Focus

Make one element clearly dominant

  • Choose one primary goal: one message or one action
  • Increase visual priority of the primary element (size, contrast, placement, spacing)
  • Put the primary element in a strong position (often near the visual center or along natural reading paths)

Reduce competition

  • Remove secondary CTAs or demote them (link style, lower contrast, smaller)
  • Reduce contrast and emphasis on decorative elements
  • Avoid giving multiple blocks the same “headline-level” prominence

Strengthen hierarchy

  • Use fewer “peak” elements (ideally one)
  • Create a clear step-down: headline → primary CTA → supporting info
  • Use spacing to separate the focal area from secondary content

Quick checklist for improving both scores

  1. One clear primary message or goal
  2. Fewer, more intentional elements
  3. Strong readability (contrast + typography)
  4. Clear hierarchy (one dominant focal point)
  5. Secondary items are visually quieter than the primary
  6. No decorative distractions competing with what matters

Common misunderstandings

  • “High attention means success.”
     Not always – attention can go to distractions or visually dominant but unhelpful elements.

     

  • “High clarity is always the goal.”
    Clarity is a strong indicator of simplicity, but some formats require more information. Optimize clarity without sacrificing necessary content.

     

  • “Clarity and Focus should always increase together.”
     They measure different things. It’s normal to improve one without moving the other much.
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