Graphics Programs Reference
In-Depth Information
Juxtapositions among the elements guide the viewer along invisible lines to other
elements. Contrasts between light and dark or emptiness and content, and so on create
interest and energy and help the viewer navigate without having to figure out what is
important and what is subordinate.
In the first example (left) it's not clear where our eyes should go first. The type at top is weak and every bar is a
different color, emphasizing nothing. We may notice the photo first, but it leads us nowhere. The slides below
do a better job of leading the eyes, have a clear hierarchy, and are easy to understand quickly. (Images in slides
from
iStockphoto.com
.)
Low background salience
Salience is an important concept to consider when drawing attention to your message.
According to Harvard professor Stephen Kosslyn, author of
Clear and to the Point
