Not directing the audience through a design is misdirecting them
Eye movement- The typical eye movies 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 to the face and particularly the eye.
Light areas of a composition will attract the eye, especially when adjacent to a dark area.
Diagonal lines or edges will guide eye movement.
Fonts
No more than 2 fonts total, they should compliment each other
avoid doing all caps
choose the right font, one that fits the tone
Do not use overuse fancy or complicated fonts
www.typography.com/email/2010-03.htm
Visual hierarchy- establishes focal point
crucial to establish an order of elements, a visual structure, to help the vieweer absorb the information provided by a design.. what you want your viewer to look at first, second, third etc
the grid- way of organizing content on a page, using ay combination of margins, guide lines, words, and columns, instituted by modernism, can assist the audience by breaking info into manageable chunks and establishing relationships between text and images, distinct set of alignment-based relationships that act as guides for distributing elements across a format, different designs have different grid structures, the grid is used to clarify the message and unify the elements
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