Eye movement:
- The typical eye moves from left to right and top to bottom.
- Control an 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, our eyes are always attracted to the face especially the eyes.
- Light areas of a composition will attract the eye, especially when adjacent to a dark area.
- Diagonal lines or edges will guide your eye movement.
- The spot where the eye tends to enter the page. It is slightly above the normal center and just to the left.
- It takes a very compelling element to pull the eye away from this spot.
- Our visual pattern makes a sweep of the page, generally in the shape of a "Z".
- Significant items go at the top, insignificant go towards the bottom.
- Effective page design maps a viewer's route through the information. The designer's job is to lead the viewer's eyes through the important elements or information.
- Use no more than two fonts.
- Make sure they compliment each other.
- Avoid using all upper case unless absolutely necessary.
- Choose the right font (fit the tone of your composition).
- Work with the feel or theme of your composition.
- Don't overuse fancy or complicated fonts.
- www.typography.com/email/2010-03/index.htm
- Will establish focal points based on their importance to the message.
- It's important to establish an order of elements, and a visual structure.
- What do I want my viewer to look at first?
- Way of organizing content on a page, using any combination of margins, guide lines, rows, and columns.
- Instituted by modernism.
- Can assist 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 guides for distributing elements across a format.
- A grid is used to help clarify the style of the design.
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