The typical eye moves left to right and top to bottom.
Controlling eye movement within a composition is a matter of directing the natural scanning tendency of the visual eye.
The eye tends to gravitate towards areas of complexity first.
Light areas of composition also attract the eye.
Diagonal lines or edges will also guide eye movement.
Optical center: Spot where human eye tends to enter the page. It is slightly above mathematical center and just to the left.
It takes a compelling element to pull your eye away from the 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.
1. Don't use more than two fonts per page. Make sure that the fonts complement each other.
2. Avoid all caps unless NECESSARY.
3. Choose the right font.
4. Do not overuse complicated or fancy fonts.
www.typography.com/email/2010_03/index.htm
The Grid
Needs to come together to communicate
Way of organizing content using margins, guidelines, rows, and columns.
Inspired by modernism
Can assist the audience by breaking up information into small
chunks and bridging text and images
Consists of a distinct set of alignment-based relationships to guide elements across a format
Every design is different and requires a different grid structure to addres the elements within a design appropriately.
Used to clarify the message being communicated and to unify elements.
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