Visual Organization

Eye MovementThe 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.
Eye tends to 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  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 (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 the 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 or information.

Visual Hierarchy
-establishes focal points based on their importance to the message being communicated.
-establish a visual order of elements, a visual structure, to help the viewer absorb the information provided by a design.
-What do I want my viewer to look at first?
-Use principals of emphasis, contrast.

Tips
-Use no more than two fonts. Make sure they complement each other.
-Avoid all uppercase unless absolutely necessary.
-Choose the right font. Work with the tine and design.
-Don't overuse fancy or complicated fonts.

The Grid
-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 chunks and establishing relationships between text and images.
-consisits 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 a design.
-used to clarify the message being communicated and to unify the elements.