Eye Movement-
- 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 viewer's eye
- The eye tends to gravitate to the 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 when adjacent to a dark area
- Diagnol lines or edges will guide eye movement also
- The spot where the viewers eye tends to enter the page. Optical center is slightly above mathematical (or exact) center and just to the left
- It takes a very compelling element to pull your eyes away from this spot
- Our visual pattern makes a sweep of the page, generally in the shape of a "Z"
- Effective page design maps a viewers eye throughout the information. The designers objective is to lead the viewers eye to the important elements or information
- Use no more than two fonts on a page
- Make sure that they compliment each other
- Avoid all uppercase letters unless its absolutely necessary
- Choose the right font, make sure that the font can work with the tone or theme
- Don't overuse fancy or complicated fonts, Scripts and calligraphy cant be used for body text
Visual hierarchy will establish 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, a visual structure, to help the viewer absorb the information provided by a design.
What do you want your viewer to look at first?
The Grid-
Organizing content on a page, using a combo of margins, guide lines, rows and columns
Can assist the audience by breaking info into managable chunks and establishing relationships between text and images.
A grid consists of a distinct set of alignment based relationships that act as guides for distributing elements across a format.
Every design is different, every design will require a different grid structure...one that addresses a particular elements within the design.
Grid is used to help clarify the message being communicated and to unify the elements
