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Visual Flow - D-ZN Team Blurb
Topic Started: Apr 14 2011, 08:57 PM (312 Views)
Helena-ZNR
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Visual Flow


We all recognize it when we see it as good design. But what is it? And how do you achieve that flow?

Flow is the way your eye is led through a composition. Good flow carries your eye through the piece in a way that gives important features prominence and doesn't redirect you away from them, or stop the eye prematurely. The principle of flow applies to any composition, from small canvases such as signatures on to whole webpage designs and themes.

Imagine your creation as a story told to the eye. There is a place where the eye will start, and then a progression of areas on the image/page where it travels next and then next and then finally to the point of the story. For something like a logo or signature, you want to move the eye in a circular sweep from top to bottom in a logical, smooth progression that ends on the main thing. There are a number of devices that can be used to achieve an effective flow. Some of them are: perspective and size changes, gradients, curves, lighting effects, contrasting colors and shapes, text placement, image angles that produce motion, and faces. (The direction of the eyes of an image can also direct the viewer.) You can also use obvious directional devices like arrows.

Flow in a theme is achieved by consistent image styles, a balanced color pallette, appropriate scale, and an intentional duplication and reuse of key design elements.

Text can be also be a powerful director of flow. Being consistent with font style, size and color keeps a textual flow. Text proximity (placing headings next to the text it refers to, captioning pictures properly, etc.) keeps things logical and doesn't confuse the eye. You can use blocks of text or columns in a way that enhances rather than impedes the flow. Text size, style and direction affects the flow of a page. For instance, italic text conveys energy and movement. Blocky thick text can slow the reader down. The eye is drawn to larger sizes and contrasting colors. All of these elements can be used to propel the flow of the page.

Hopefully this short overview can serve as a mental checklist as you create your designs. If you find yourself stuck or with a result that is just "off" somehow, you might find that the issue could be a lack of flow.
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