Optical center- the spot where the human eye tends to enter the page. Optical center is slightly above mathematical (or exact) center just tho the left.
Z Pattern- Our visual pattern makes a sweep of the page, generally, in the shape of a "Z"
Effective page design maps a viewer's route through the information. The designer's objective is to lead the viewer's eye to the important elements of information.
No more than two fonts in a design, in order to keep things looking clean/less hectic. Be sure they complement each other. Avoid lots of caps.
Be careful about choosing the right font. Be sure it fits the theme and tone of the design. Be appropriate when choosing serious fonts or silly fonts.
Do not overuse decorative fonts.
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