visual organization

not directing the audience through a design is misdirecting them
eye movement:

• eye moves left to right top to bottom 
• controlling eye movement within a composition is a matter of directing
•  the natural scanning tendency of the viewers eye the eye tends to gravitate towards areas of complexity 
• first light areas of the composition will attract the eye diagonal lines or edges will guide movement

 optical center:

• the spot where the human eye tends to enter the page.optical center is slightly above mathematical center and just to the left. it takes a compelling element to pul your eyes away from the spot light

z pattern:

• our visual pattern makes a sweep of the page generally in the shape of a "z" 
• effective page design maps a viewers route through the information. the designers objective is to lead the viewer eye to the important elements or information 

fonts:

• no more then two front total in one composition 
• fonts complement each other 
• avoid all upper case 
• choose the right front 
• dont over use fancy or complicated fonts 
• www.typography.com/email/2010-03/idex.htm

visual hierarchy-will establish focal point based on their importance a critical part of design process is to establish an order of elements a visual structure 

  the grid-way of organizing content on a page using any combination of margins guide lines rows and column
instituted by modernism can assist the audience by breaking info into manageable chunks and establishing relationships between text and images
design grid consists of a distinct set of alignment based relationship that act as guides for distributing elements across format
every design is different therefore every design will require a different grid structure one that addresses he elements within the design
a grid is used to clarify the message being communicated and to unify the elements