eye movement - not directing them through a design is misguiding them. left to right, top to bottom. controlling eye movement within the composition is a matter of directing the natural scanning tendency of the viewers 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 will attract the eye, especially when adjacent to the dark. Diagonal lines or edges will guide eye movement.
optical center - the spot where the human eye tends to enter the page. slightly above the mathematical center and just to the left.
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 -
1. no more than two fonts
2. make sure that they compliment each other
3. Avoid uppercase of all caps.
4. choose the right type of font
5. do not overuse fancy or complicated fonts
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.
A crucial part of the process is to establish an order of elements, a visual structure, to help the viewer absorb the information provided by a design.
Establish visual hierarchy...
1. What do i want my viewer to look at first?
2. What about second....third...fourth....fifth...etc.
THE GRID
- a way of organizing content on a page, using any combination of margins, guide lines, rows, and columns.
- instituted by Modernism
- can assist the audience by breaking info into manageable chunks.
- distinct set of alignment-based relationships
- every design is different and require a different grid structure.
- help clarify the message and unification of elements
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