Visual Organization

- not directing the audience through a design is misdirecting them

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 toward areas of complexity first. In pictures of people, the eye is attracted to the face and the eye.
• Light areas of a composition will attract the eye, especially when adjacent to a dark area.
• Diagonal lines will guide the eyes movement.

Optical Center:

• The spot where the eye tends to enter the page. It is normally slightly above the exact center and a little to 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 it to lead the viewer's eye to important elements or information

Fonts Guidelines

• use no more than 2 fonts with in a page, make sure they complement each other
• avoid all caps
• choose the right font according to the overall tone of your design
• do not over use fancy and complicated fonts (curly, decorative, script)

www.typography.com/email/2010_03/index.htm

Visual Hierarchy

• establishes focal points based on importance of the message being communicated
• establish order of elements, a visual structure, to help the viewer absorb the information provided by a design
• ask yourself: What do I want the viewer to see first/ second/ third/ etc.?   

The Grid

• a way of organizing content on a page by using margins, guide lines, rows and/ or columns
• instituted by modernism
• can assist the 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
• every design is different so every design has a different grid structure
• clarifies the message and unifies elements