![]() Her gaze is pointed to the headline, which uses implied lines to subconsciously guide the viewer’s eye around the layout to hit all the of the most important elements of the page. Pay particular attention to the gaze of the young woman in the photo. In the example in Figure 4-16, the designer who created this older Uber home page used several techniques to guide the eye around the screen from the use of the blue call to action buttons, to the use of a grid to bring harmony to the composition, to the size of the headline in comparison to the subhead. ![]() This creates a visual narrative for the viewer to follow. So, how do you create a good visual flow? One simple way is to use implied lines, either curved or straight, to connect elements on the page. The best commercial graphic artists are masters at setting up focal points to manipulate what you see first. The next time you pick up a magazine, look at some well-designed ads and notice what your eyes gravitate toward. A good visual hierarchy uses focal points to pull eyes to the appropriate places in the correct order. You tend to follow them from strongest to weakest, and skillfully designed pages have only a few-too many focal points dilute the importance of each one. ![]() When faced with a monotonous page of text, that’s what you’ll do naturally but if there are strong focal points on the page, they can distract you from the usual progression, for better or for worse.įocal points are the spots your eyes can’t resist going to. For those raised in Western culture, one is our tendency to read top to bottom and left to right. Several forces can work against one another when you try to set up a visual flow. It’s intimately related to visual hierarchy, of course-a well-designed visual hierarchy sets up focal points on the page wherever you need to draw attention to the most important elements, and visual flow leads the eyes from those into the less important information.Īs a designer, you want to be able to control visual flow on a page so that people follow it in approximately the correct sequence. Visual flow deals with the tracks that readers’ eyes tend to follow as they scan the page.
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