The concept of Visual Hierarchy provides the appearance of hierarchy or order to the visual. It helps to direct the user's attention to specific area of focus, ordered without having the order forcefully defined as in an ordered list (numerical representation).

The developer has an order to the Lowes page by using size and colors:

1. The black area providing a 25% Discount
2. Brand recognition
3. Typical items of interest to visitors to the site/store like tools

Hick's law states that the more options or choices creates a sense of disarray and inhibits consumer decision. Having too many options on the page will cause the user to forego any decision at all.

The use of filtering will empower the user to limit the "field-of-view" to what is important to them and allow easier decision of the options available.

Etsy demonstrates this principle by organizing their options into a shortened list. Instead of placing all options on the screen at one time, they keep the site limited helping the consumer of the site to only see more options should they desire. You can see this with the "See more >" option at the bottom of the page.

Fitt's law states that the size and proximity an object has to the target has coorelation to the time it takes to move to the target. Further, mathmatical formulae can be applied to the effectiveness of the target use when size and distance are modified.

Cabelas uses Fitt's law with their "ADD TO CART" large green button contrasted with their "Add To Wish List". By leveraging Fitt's law, a consumer has an easier time of adding the item to the cart. Notice the proximity of the target (Add to Cart Button) to the Sale Price just above the button.

It is my belief that having the "ADD" button closer to the image could be more effective. Having it, both, at the top abd bottom of the item image/description would provide easier access. Maybe having the button float with the image until you got to the description would even be more effective.