Design Principles: Compositional Flow And Rhythm

When someone lands on a page of your site what do you want that person to do? Where do you want them to look? What information do you want your visitors to notice and in what order? Ideally, you want people to see your most important information first and your next most important information second.

You want potential customers to see the copy that will convince them to buy before they see the "Buy Now" button. You want people to be presented with the right information at the right time, and one way to do that is to control the flow of your composition. Compositional flow determines how the eye is led through a design: where it looks first, where it looks next, where the eye pauses, and how long it stays.

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