Visual Organization

Visual Organization- not directing the audience through the design is misdirecting them.
Eye Movement- the typical eye moves left to right, 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 the 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 to an adjacent 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 lightly 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 two fonts on one page, fonts should compliment each other.
• Avoid all caps, except on emphasized words. 
• Choose the right font, font should fit the theme and the tone of the design.
• Don't over use fancy or complicated fonts.
• www.typography.com/email/2010-03/index.htm 

Visual Hierarchy- 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 of elements, a visual structure, to help the viewer absorb the information
• To establish Visual Hierarchy: Ask yourself, What do I want to viewer to look at first, second, third..? 

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 info into manageable chunks and establishing relationships between text and images.  
• A grid consist of a distinct set of alignment-based relations 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.