Pointers Direct Movement

Description

Anything that points in any way will cause the eyes to move in the pointed direction. Pointers include:

Arrow heads on the end of line

A line without an arrow where the direction is clear (as indicated by such as opacity, width, hue or coming from the corner of an image)

A pointing finger, arm or even leg or foot

A person gazing in a given direction

Signposts on roads

Movement (in a video)

Discussion

When we look at an image, we look for cues as to where our eyes should go. Arrows and other pointers tell us where to look. We will even follow vague suggestions when there is no better option. Note how this also indicates that, when there is a choice, stronger pointers will be followed before weaker pointers.

Having people looking at a product is a common principle in marketing. When the image is static, even if the viewer looks away at other things, the person in the image will still suggest that we should look again at the image. In this way, a static image that provides cues will continue to do so, even if we have already obeyed the cue.

So what?

Think about where you want people to look. Then include pointers in the right direction. These may be subtle, such as a gaze, or bold, such as a big red arrow (adverts are known to use both). In a reverse sense, avoid having pointers that point away from a key subject unless you intend the viewer to move from the subject to somewhere else.

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Pointers Direct Movement

Description

Example

Discussion

So what?

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Site Menu

Quick links

Disciplines

Techniques

Principles

Explanations

Theories

And