Eye Movement
- 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 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 avove the mathematical center (exact) 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 information. The designer's objective is to lead the viewer's eye to the important elements or information.
- Use no more than two fonts on a page. Make sure the fonts complement each other.
- Avoid all uppercase letters.
- Choose the correct fonts to create a tone or theme.
- Don't overuse decorative or script fonts.
Visual Hierarchy
- Establishes focal points based on their importance to the message that's being communicated. A crucial part of the design process is to establish an order of elements to help the viewer absorb the information provided by a design.
- To establish a hierarchy, establish what the viewer should look at in what order.
- A way of organizing content on a page using any combination of margins, guide lines, rows and columns.
- Instituted by Modernism.
- Assists the audience by breaking info into manageable chunks and establishing relationships between text and images.
- Consists of a distinct set of alignment-based relationships that act as guidelines for distributing elements across a format.
- Every design will require a different grid structure to address the particular elements within the design.
- The grid is used not only to clarify the message being communicated but to also unify the elements.
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