Visual Orginization

-Not directing the audience through a design is misdirecting them-

Eye Movement

• The typical eye moves from left to right and top to bottom
• Direct the natural scanning tendencies of eyes
• eyes gravitate toward complexity
• in faces we are attracted to the eye
• light areas attract
• diagonal lines/ edges move 

Optical center:

• spot slightly above exact center and a little to the left
• where our eyes tend to go first
• takes a compelling element to pull away

Z- Pattern:

• Generally eyes sweep the page in a z pattern 

Effective page design maps a viewers eye route to the important elements

 Fonts

• Generally, no more than two fonts
• two fonts should complement each other
• Avoid ALL CAPS, unless its necessary
•  Do the right thing, choose the right fonts: consider theme and tone
• www.typography.com/email/2010_032010_03/index.htm  

 Visual Hierarchy

• Establish order- define how eye moves through focal points by importance of visuals
• Before ask:

1. What do I want my viewer to see first?
2. Second?
3. Third?
4. Fourth?

The Grid

• A way of organizing content with a lot of aspects
• Aligning stuff 
• Things can break the grid for variety
• Rose with the dawn of modernism 
• Breaks info into manageable chunks
• a grid consists of a distinct set of alignment-based relationships that act as guides for distributing elements across a format
• used to unify elements