Direct the Eyes
Intro
Our eyes are attracted to prominent features.
Designers need to be aware of this and make sure the important info is most prominent
Usually viewers start in the upper left corner. Left- to right, Top to bottom movement.
Importance of Attention
Eye movements reflect mental processes.
The focus of our eyes reflect what is being processed in the working memory.
Enhancing Cognitive Processes
Well designed eye paths:
Promote speedy perception
Improves processing
Increases Comprehension
Position
Where things are develop the hierarchy
Three levels: Primary, secondary, and equivalent
Usually, elements at the top are most important
Objects in the tp seem more active, dynamic and potent "heavier"
Movement
The designer can put visual cues in the design to create the illusion of movement in a static picture
Use lines and shapes:
Curved lines/undulating shapes = Smooth movement
Jagged lines create tension and sharp movements and pauses
Left-right movement is easier to perceive.
Perspective
Eye gaze
People's eyes are powerful
We follow their eyes to "see what they are looking at"
Visual Cues
Signals where the viewer's eyes should go
"visual shortcuts"
Increase recall
Arrows give direction and dynamism
Arrows need to have enough weight to capture attention, but not overpower the composition
Color Cues
Color contrast directs the eyes
Helps the viewer see what's important
Limit the number of colors
