The Hierarchy of Type that Lupton elaborates on in the book Thinking with Type explains the reasoning behind why certain weight, placement, and sizes of text are used to attract a customer's attention. If every font was similar in size and weight, then the user would not know where to look to find the most important details. On the Macy's website, the hierarchy of type is utilized perfectly. The words that the web designers wanted you to see are very clear, big, and visable. "final days" and "home sale" are two big ideas that the consumer must see. One's eye is immediately drawn to those because of the size. Also, the spacing between the letters, and the sans serif font increase the readability. The size and the placement of the text makes it obvious what Macy's wants a customer to read first. As the size and weight decrease, that text becomes less important and more specific.
I definitely like the flow of Macy's website and its homepage. They organize their information in a comprehensible way and they use gestalt principles well too!
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