Eye Movement and Focus in Web Designing

All business companies have one common goal; to sell their products and services as much as possible to the general public. This motive should also be clearly evident on their websites for them to achieve the desired results. However, bear in mind that even some expert web designers and layout artists unintentionally neglect their responsibility in contributing to their employers’ success in terms of the position of images and texts that they create in their online hubs. Take note that the arrangement of elements on any website creates an impression on its viewers that greatly influences the consumption of its content. In its technical concept, this is referred to as the visual direction or simply the eye movement principle that guides viewers to the real emphasis of web contents.

The outward-inward rule
Other websites contain images and or photos that are looking on the sides/borders instead of looking at the center. Be conscious of this, since viewers follow the direction of the images’ expressions. Make sure that pictures and photos are placed in a manner that will draw the attention of the public towards the screen’s center where the contents related to such are found. Observe the outward-inward idea and not the other way around.

Format uniformity
When aligning labels (ex: First Name, Last Name, etc.,) of form fields, remember to arrange them simultaneously in a single place. This is known as the top-aligned labels, where labels are on the top of text boxes, this will give viewers a soothing, consistent flow of the web elements. The left and right align labels can also be utilized but they are straining on the eyes because people would still have to look back and forth. So the former is highly-recommended.

Clarity and emphasis
In highlighting the important elements of various websites, web designers and layout artists must guide the public’s eyes toward these with the help of lines. If a website exudes a calm, laidback vibe, pictures and photos or images should be presented in a horizontal line that embodies tranquility, relaxation or a plain feel-good aura. For a website that is inclined in the field of arts and advertizing, images forming a diagonal line or pattern is necessary to “actuate” people because a diagonal line suggests movement. For a professional/corporate website, opt for vertical lines that give the impression of formality. Corporate websites follow the minimalist (less is more) approach where vertical lines are involved in order to achieve a sophisticated, respectable look.

Always set the mood and tone of a website according to its goals and its expected response from the target audience. Direct the viewers’ eyes on the important features as they navigate through the portals with the use of the necessary placement, arrangement of lines, patterns and images since they determine the life span and function of every information, commodity and service.


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