visual orginazation

-not directing the audience through a design is misdirecting them!


eye movement- eye moves top to bottom and left to right
- controlling eye movement within a composition is a matter of directing the natural scanning tendency of the viewers eye

- eye tends t 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 a composition will attract the eye, especially when adjacent to a dark area

-diagnal lines or edges will guide eye movement

optical center-  the spot where the human eye tends to enter the page. optical center is lightly above the center and to the left.

- it takes a compelling element to pull your eyes away from the spot

Z pattern- our visual pattern makes a sweep of the page, generally in the shape of a "Z"
-effective page design maps a viewers route through the information. the designers objective is to leaf the viewers eye to the important elements or information

Fonts-
 use no more than 2 fonts on a page.
make sure that they complement each other
avoid all uppercase letter unless its necessary
choose the right font
dont over use fancy or complicated fonts

visual hierarchy- establish focal points based on their importance to the mesage being communicated..
-a crucial part of the design process is tp establish an order of elements
-what do i want my viewer to look at first?

the grid-
-way of organizing content of a page, using any combination of margins, guidelines, rows, columns
 
-instituted by modernism

-can assist the audience by breaking info into manageable chunks and establishing relationships between text and images

-a grid consists of a distinct set of alignment based relationships that act as guide for distributing elements across a format.

-every disign is different therefore that disign will require a different grid structure.