visual organization

not directing the audience through a design is misdirecting the.
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 viewer's eyes. 
• the eye tends gravitate towards areas of complexity first. in pictures of people, the eye is always attracted to the face and particularly the eye.
•  Light areas of a composition will attract the eye, especially when adjusting to a 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".

• effective page design maps a viewer's route through the information. The designer's objective is to lead the viewers eye to the important element of information.

Fonts

• pay attention to the amount of font you use (no more then two fonts in one composition). Fonts complement each other.
• avoid all upper case
• chose the right font 
• do not over use fancy or complicated fonts 
• www.typography.com/email/2010-03/index.htm

Visual Hierarchy: will establish focal points based on their importance

a crucial part of the design process is to establish an order of elements, a visual structure. 

question to ask:

1. what do i want my viewer to see first?

The Grid: way of organizing content on page, using any combination or margins, guide lines, rows and columns. 

instituted my modernism: can assist the audience by breaking info into manageably chunks and establishing relationships between text and images.

a grid consists of a distinct set of alignment-based relationship that act as a guides for distributing elements across a format.

every design is different; therefore every design will require a different grid structure... one that addresses the elements within the design. 

a grid is used to help clarify the message being communicated and to unify the elements.