Visual Organization

  Not directing the audience's is misdirection 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 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 the dark area.
-Diagonal lines or edges will guide eye movement.

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.


 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 through the information. The designer's objective is to lead the viewer's eye to the important elements or information.


Fonts
-No more than 2 fonts
-Avoid all caps
 -Headlines are okay
-Chose the right font
 -Chose accordingly to what you are doing
-Do not overuse fancy or complicated fonts

Visual Hierarchy
It 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 or elements, a visual structure, to help the viewer absorb the information provided by a design

Questions to ask
What do I want my viewer to look at:
1.first
2.second
3.third

The Grid
-A way of organizing content on a page, using any combination of margins, guide lines, rows, and columns.
-Instituted by Modernism
-Can assist the audience by breaking info into manageable chinks and est. relationships between text and images
-A grid 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 for the particular elements within the design
-A grid is used to help clarify the message being communicated and to unity the elements