Layout and Composition
Visual flow
Guide the eye through the design in the order you want, often a Z or F path.
Why it matters
In sparse layouts, readers in left-to-right languages often scan in a Z. Placing the call to action at the end of that path makes it the natural final stop.
How to apply it
- Place the logo and headline where scanning starts
- End the path on the call to action
- Use lines, gaze and arrows to lead the eye
Common mistakes
- Putting the CTA where the eye never lands
- Several focal points with no order
Quick answers
What is Visual flow?
Guide the eye through the design in the order you want, often a Z or F path. In sparse layouts, readers in left-to-right languages often scan in a Z. Placing the call to action at the end of that path makes it the natural final stop.
How do I apply Visual flow in graphic design?
Place the logo and headline where scanning starts. End the path on the call to action. Use lines, gaze and arrows to lead the eye.
What are common mistakes with Visual flow?
Putting the CTA where the eye never lands. Several focal points with no order.