- Misdirecting: not directing the audience through a design; be clear at what you want the audience to notice
- The typical eye moves left to right, and top to bottom
- Controlling the eye movement within a composition is a matter of directing the natural scanning tendency of the viewer's eye
- The eye tends to gravitate towards areas of complexity first. In pictures of people, the eye is always attracted to the face and particularly the eye
- Light areas of a composition will attract the eye, especially when adjacent to a dark area
- Diagonal lines or edges will guide eye movement
- The spot where the human eye tends to enter the page. Optical center is slightly above mathematical (or exact) center and just to the left.
- It takes a compelling element to pull your eyes away from this spot
Z Pattern
- Our visual pattern makes a sweep of the page, generally, in the shape of a " Z "
- effective page design maps a viewer's route through the information. The designer's objective is to lead the viewer's eye to the important elements or information
Fonts
- No more than two fonts total in one composition.
- Make sure they complement one another and that they are not confusing or distracting.
- Avoid Uppercase!!
- Choose the right font for the composition
- Fits the theme and the tone of your design
- Do not overuse fancy or complicated fonts
- Dont use as base font.
- Scripts and calligraphy are examples
- Use to add emphasis to something
- www. typography.com/email/2010-03/index.htm
Visual Hierarchy
- Will establish focal points based on their importance to the message that's being communicated.
- Establish an order of elements, a visual structure, to help the viewers absorb the information provided by a design.
- To establish Visual hierarchy you must ask yourself....
- What do I want my viewer to look at first, second, third, etc.?
The Grid System
- A grid is used to help clarify the message being communicated and to unify the elements.
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