ViSUAL ORGANiZATiON

Visual Organization

~not directing the audience through a design is misdirecting them

a. 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 towards areas of complexity first. In pictures of people, the eye is always attracted the face and particularly the eye

  -light areas of composition will attract the eye, especially when adjacent to a dark area

   -diagonal lines or edges will guide eye movement

b. 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

c. Z Pattern- our visual pattern make 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 of information.

FONT GUiDELiNES

   1) don't use more than 2

       make sure fonts complement each other

   2) avoid all CAPS [unless it is necessary, like headlines]

   3) choose the right font

   4) do not over-use fancy or complicated fonts

www.typography.com/email/2010_032010_1043_index.htm

Visual hierarchy

• Visual hierarchy will establish focal points based on their importance to the message that's 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
• ASK YOURSELF:
• What do I want my viewer to look at first?
• Second?
• Third?
• Etc...

Visual Organization:LAY-OUTS

The Grid

    =way of organizing content on a page, using any combination of margins, guide lines, rows and columns

    =instituted by Modernism (clarity in simplifying things)

    =can assist the audience by breaking info into manageable chinks 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; 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 elements