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 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.
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 the optical center.
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.
guidelines: no more than 2 fonts a page, make sure they compliment eachother. avoid caps lock, choose the right font. Do not overuse fancy fonts www.typography.com/email/2010_03/index.htm
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