2) Direct the Eyes
Using hierarchy, we as designers can control the movement of our viewers eyes. As we extend our audience's eyes we will construct a direction of information that the eye will determine as most important to least important.
"Purposely directing the eyes makes it likely that a viewer will pick up the most relevant information"
Applying the Principle
Building a complex graphic will have to 'connect the dots' for the audience. Making bold contrast between information will help determine where the eye should travel from information to information.
Position
Standard Visual Hierarchy: primary, secondary, equivalent
The way in which we position an object with directly affect how we perceive its importance. If an object is at top, than it is probably the most important. As the eyes moves downward the information naturally become less important.
"Varying the position of an object in a frame changes its impact on the observer."
Emphasis
Creating contrast is the best way to show that an object deserves emphasis over other.
Contrast is created by differencing elements such as: size, tone, color, texture, and shape.
"Our interest is heightened as we attempt to mentally accommodate an unusual juxtaposition"
Visual Cues
Visual Cues: arrows, color, and captions to a graphic.
These are easy indicator that we all recognize as symbols for direction to important information.
"Visual cue pointing to a target increases the perceived visual area."
