- Not directing the audience through a design is misdirecting.
- The typical eye moves left to right, 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. I 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 goes to, it takes a compelling element to draw eye way
- Z Pattern- how the eye sweeps through a page in a Z motion
- job as graphic designer= lead viewers through page
Fonts
- no more than 2 fonts total that complement each other in one composition
- don't use all upper caps
- chose the right font (fits theme & tone)
- don't over use fancy or over-complicated fonts
- www.typography.com/email/2010-03/index.htm
Visual Hierarchy
- will establish a focal point based
- create an oder of elements
The Grid
- a way of organizing content on a page, using any combination of margins, guidelines, rows, and columns
- instituted by Modernism (1950s)
- can assist the audience by breaking info into manageable chunks and establishing relationships between text and images
- a grid consists of a distinct 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
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