Davis | Hierarchy

For an example of hierarchy, I the Southwest Airlines website. I assume that most people visit the Southwest website with the simple intention of booking a flight. So, it would make sense that that component of the website be easily accessible and within quick reach. And, for the most part, it is. However, the eye seems to go straight to the black and blue bar at the top, nothing of which mentions booking a flight (although, there is a butter with the obscure title "air"). Right below the bar, however, is the box to book a flight. From the sizing, it seems that the black bar is most important. However, to whom is it most important? My guess, is that Southwest is trying to drive people to the special offers, the travel guide, and the rapid rewards. Surely, the majority of people probably are not interested in that. The "My Travel" box must also be important, given that it is in blue. My opinion is that the box to book travel should stand out more (be in the blue) as opposed to the "my travel" box. The huge picture near the top adds a really nice element to the site. It's visually appeal, and is a nice way for Southwest to promote an especially important item.