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 eye movement within a composition is a matter of directing the natural scanning tendency of the viewers eye. The eye tends gravitate towards areas of complexity first. In pictures of people, the eye is always attracted to the face of and particularity of the eye. Light areas of a composition will attract the eye, especially when adjacent to 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 a sweep of the page, generally, in the shape of a "Z".
Font guidelines-Use no more than 2 fonts. Two fonts have to complement each other. Avoid all caps. Choose the right font. Do not overuse fancy and complementary fonts. www.typography.com/email/2010_032010_03/index.htm
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