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Visual Language for Designers by Connie Malamed

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PRINCIPLE 2DIRECT THE EYES

“If the viewer’s eyes are permitted to wander at will through a work, then the artist has lost control.”

JACK FREDERICK MEYERS, The Language of Visual Art

Although we think of the brain as a system that can process massive amounts of data in parallel, the quantity of input coursing through the optic nerve every second is actually more than the brain can squeeze into conscious awareness. Thus, we shift our visual attention from one location to another in a serial manner to extract the information we want. An interesting feature in the environment may attract our eyes, or an internal goal may direct our attention. Likewise, when viewing a graphic we attend to what is most compelling. Prominent features in a graphic compete ...

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