not directing the audience through a design is misdirecting them
eye movement-left- right then up and down
controlling eye movement
eye tends to gravitate towards areas of complexity first. in pictures of people, the
light will attract especially when its something dark
lines will guide eye movement
optical center- spot where human eye goes to on image. tends to be mathematical (or exact).
pulls your eyes away from a compelling element
Z Pattern- our visual pattern make s a sweep of the page in the shape of a z. leads the human eye through the image to import info or elements. Ex: Cigarettes
Fonts- no more than two fonts throughout composition. should complement together when used, avoid caps, choose right font, don't overuse complicated fonts (use as headline), www.typography.com/email/2010-03/index.htm
visual hierarchy- focal point on the message sent to the audience
ask yoursef:
what do i want my viewer to view first second third and fourth and last?
must come together
grid- way of organizing on a page such as columns, rows, margins, or guide lines
modernism was when we started seeing simplified designs, breaking info into chunks and creating relationships between text and image (50's)
distinct set of aligned based relationship that act as guides for elements across a format
different structure also means different grid
helps the message go through
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