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 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.
- Optical Center:
- The spot where the human eye tends to enter a page. Optical center is slightly above mathematical (or exact) center and just the the left.
- It takes a compelling element to pull your eyes away from this 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.
Font Guidelines:
1. Use no more than 2 fonts within a page. Make sure that those two fonts complement each other.
2. Avoid all uppercase letters unless it is necessary. Usually only in headlines.
3. Choose the right font.
4. Do not overuse fancy and complicated fonts.
http://www.typography.com/email/2010_032010_03/index.htm
Visual Hierarchy
- Visual hierarchy will establish focal points based on their importance to the message that's being communicated. An order of visual importance.
- 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.
- To establish a visual hierarchy, ask yourself the following:
1. What do I want my viewer to look at first?
2. What do I want my viewer to look at second?
3. What do I want my viewer to look at third?
4. What do I want my viewer to look at fourth?
The Grid
- A way of organizing content on a page, using any combination of margins, guide lines, rows and columns
- It was originally instituted by Modernism because everything is much simpler.
- It can assist the audience by breaking information into manageable 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; therefore every design will require a different grid structure...one that addresses the particular elements within the design.
- A grid is used to help clarify the message being communicated and to unify the elements.
- 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.
Font Guidelines:
1. Use no more than 2 fonts within a page. Make sure that those two fonts complement each other.
2. Avoid all uppercase letters unless it is necessary. Usually only in headlines.
3. Choose the right font.
4. Do not overuse fancy and complicated fonts.
http://www.typography.com/email/2010_032010_03/index.htm
Visual Hierarchy
- Visual hierarchy will establish focal points based on their importance to the message that's being communicated. An order of visual importance.
- 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.
- To establish a visual hierarchy, ask yourself the following:
1. What do I want my viewer to look at first?
2. What do I want my viewer to look at second?
3. What do I want my viewer to look at third?
4. What do I want my viewer to look at fourth?
The Grid
- A way of organizing content on a page, using any combination of margins, guide lines, rows and columns
- It was originally instituted by Modernism because everything is much simpler.
- It can assist the audience by breaking information into manageable 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; therefore every design will require a different grid structure...one that addresses the particular elements within the design.
- A grid is used to help clarify the message being communicated and to unify the elements.
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