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 the eye movement within a composition is a matter of directing the natural tendency of the viewer's eye.
-The eye tends gravitate towards areas of complexity first. In the pictures people, the eye is always attracted to the face particularly the eye.
-Light areas of the composition will attract the eye, especially when adjacent to a 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 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
-Use no more than two fonts on a page. Make sure that they complement each other
-Avoid all uppercase unless necessary
-Choose the right font
-Don't overuse fancy or complicated fonts

Visual Hierarchy establishes focal points based on their importance to the message being communicated
What do I want my viewer to look at first?

The Grid
-a way of organizing content on a page, using any combination of margins, guidelines, rows, columns


-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 guides for distributing elements across a format


-Every design is different; therefore every design will require a different grid structure... one that addresses the particular elements within the design


-A grid is used to help clarify the message being communicated and to unify the elements