PRWR 4800 Lecture Notes - Lecture 3: Foveal, Saccade, Eye Tracking
13 Nov 2017
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Layout & design principles: contrast and hierarchy. Compositional factors and visual analysis: compositional factors: Evaluating documents according to the relationship between: content, visual composition, audience-appropriateness and utility. Contrast: use of opposite qualities to create visual tension, separate parts and build hierarchy, arranging elements that are opposite. Such as light/dark, large/small, di erent colors/ positioning variations. To create a guide/map/schema for viewers: locate strongest contrast in focal area(s) Di erentiation and hierarchy: di erentiation refers to basic methods and rationales for making one or more elements of a document contrast with or di er from others. Di erentiating type and other elements creates visual hierarchy. Typographic hierarchy: presenting content so that it visually conveys. In what sequence to look: the schema: style and placement of all visual elements. Capitalize on goal-seeking aspect of human psychology. In order of importance of all parts: typographic hierarchy.
