Eye Movement
- typical eye moves left to right; top to bottom
- make it natural for someone to scan through the page, control eye movement
- eyes move too the areas with the most complexity. eyes are attracted to the face, particularly the eyes
- light areas attract the eye, especially next to dark areas
- diagonal lines/edges guide eyes
- optical center: the spot where the human eye tends to enter the page. slightly above the exact center, to the left. it takes a compelling element to pull your eyes away from the center
- Z Pattern: visual pattern making a sweep of the page, in a general "Z" shape.
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.
Fonts
- no more than 2 fonts on one page total, make sure they complement each other
- avoid all caps, use only on important words
- choose the right font, fits the theme of the tone and design
- do not overuse fancy or complicated fonts, use as headline only
- www.typography.com/email/2010-03/index.htm
Visual Hierarchy
- establishes focal point based on their importance to the message that's being communicated
- establish an order of elements, visual structure to help the viewer absorb the information
- To establish Visual Hierarchy ask yourself:
What do I want my viewer to look at first? second? third?
The Grid
- way of organizing content on a page, using any combination of margins, guidelines, rows, and columns
- modernism: can assist the audience by breaking info 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 without the design
- a grid is used to help clarify the message being communicated and to unify the elements
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