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 eyes 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 the 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 the page. Optical center is slightly above mathematical ( or exact ) center and just 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 is to lead the viewer's eye to the important elements or information.


Fonts
-Important to pay attention to fonts
1.Amount of fonts used - no more then 2 fonts in a composition
     -Fonts need to compliment each other 
     -Contrast
2.Avoid Uppercase
     -Use for Emphasize 
     -Comes across as yelling
3. Choose the Right Font
     -Fits the Theme and the Tone of your Design
4. Don't over use Fancy Fonts 
     -Scripts
     -Calligraphy 
     -Use as Headlines


Visual Hierarchy 

• Establish vocal points based on their importance to the message thats being communicated. 
• 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 visual hierarchy:

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?

 

All design involves problem solving on both visual and organizational levels.

 

The Grid

• A way of organizing content on a page, using any combination or margins, guide lines, rows and columns.
• Instituted by Modernism
• can assist the audience by breaking info into manageable chunks.
• A grid consists of a distinct set of alignment-based relationships that act as guides for disturbing 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 element.

Using/Pairing Fonts
www.typography.com/email/2010-03/index.html