DIRECT THE EYES
"If the viewer's eyes are permitted to wander at will through a work, then the artist has lost control"
Importance of Attention
Attention can be captures pre-attentively through bottom-up processing driven by a stimulus...or can be captures during conscious attention through top-down processing. Designers can take advantage of either.
Enhancing Cognitive Processes
Promotes speedy perception - Viewers are known to overlook important details in complex illustrations unless they are shown where to attend.
Improves processing - Viewers can be distracted by powerful but irrelevant visual information that captures their attention even against their intentions.
Increases comprehension - Visual cues!!!
Applying The Principle
POSITION - The frame has a powerful effect on a composition. Objects in the top half of a picture are considered to be more active, dynamic, and potent. They have more visual weight.
EMPHASIS - A successful design uses contrast at varying levels so that every element has a place in the hierarchy - avoiding a competition for dominance.
MOVEMENT - Direction of visual forces is determined by 1) 3 factors 2) attraction exerted from the visual weight of surrounding elements 3) visual direction and action of the subject
EYE GAZE - We automatically shift our eyes in the direction where someone else is looking. We are drawn to pictures of people.
VISUAL CUES
Arrows & the like - helps the viewer filter out extraneous info and focus on the essentials.
Color Cues - helps viewers rapidly search through a large quantity of visual info to locate what is most important.
