Reading - Principle 2 (Direct the Eyes)


Chapter 2 Outline

  1. Directing the Eye serves 2 principal purposes
    1. Steer the viewer's attention along a path
      1. Intended ranking order
    2. Draw the viewer's attention to specific elements of importance 
  2. Common Tendencies and Biases in how we more our eye
    1. Initially starts in upper left
    2. Left to Right eye movements
    3. Top to Bottom eye movements
    4. Diagonal movements are less frequent
    5. After first several "fixations" generally understand the whole picture
      1. Begin to be influenced by 
        1. Picture's content
        2. Horizontal or Vertical orientation
        3. Internal Influences
  3. Signal location of specific information using visual cues:
    1. Do not carry primary message
    2. Orient, point out, or highlight crucial information
      1. Arrows
      2. Color
      3. Captions
  4. Make use of prominent features that are picked up in early process
    1. Compositional Techniques
    2. Signaling Techniques
  5. Attention and Eye Movement are not the same
    1. Attention can be in peripheral vision
    2. Directing the eye aligns the two
  6. Enhance Cognitive Processes
    1. Promote speedy perception by using:
      1. Predetermined locations
      2. Preconceived paths
    2. Improve processing
      1. Use heirarchy by directing eye from most powerful to least powerful
    3. Increase comprehension
      1. Visual cues allow for better comprehension
  7. Position
    1. Position of object in frame creates force/tension that affects experience
    2. Placement also has hierarchy
      1. Top to bottom
        1. Top half is more active, dynamic, and potent
      2. Left to right
  8. Emphasis
    1. Without emphasis, graphic is flat/lifeless
    2. With emphasis, graphic is energetic
    3. To create emphasis:
      1. Add Contrast
      2. Juxtaposition
  9. Movement
    1. Sweeps attention through space of graphic
    2. Determined by:
      1. Attraction due to visual weight
      2. Shapes along their axes
      3. Visual direction/action of the subject
  10. Eye Gaze
    1. Human faces, especially eyes. attract attention
    2. Eyes shift according to someone else's gaze
      1. Triggers joint attention
  11. Visual Cues
    1. Point viewers to important information by using:
      1. Arrows
        1. Direct attention, eyes, and cognition
      2. Colors
      3. Captions
  12. Color Hues
    1. Colors can act as a signal to direct eyes
    2. Helps search large quantity of info more rapidly
    3. Highlights key information
    4. Avoid using too many colors

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