Visual Organization

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 eye tends to gravitate towards areas of complexity first. In picture of people, the eye is always attracted to the face and partially the eye 

-light areas f a composition ill attract the eye, especially when adjacent to a dark area 

-diagonal lines or edges will guide eye movement 

Optical Center: spot where the human eye tends to enter the page

-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 though the information. The designer's objective is to lead the viewer's eye to the important elements to information

Four Guidelines:
-use no more than 2 fonts per page/ make sure they should compliment each other
-avoid all caps unless necessary
-choose the right font
-do not overuse fancy and complicated fonts

www.typography.com/email/2010_03_2010_03/index.htm

Visual Hierarchy
-establishes focal points
-establish your order of elements
-What do I want my viewer to see first?

The Grid:
-way of organizing content on a page, using any combination of margins, guide lines, rows, and columns
-can assist the audience by breaking into into manageable chunks 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
-used to help clarify the message being communicated and to unify the elements