Week 4

Summary – Static composition and Kinetic Screen

The human eye seeks the relationships between shapes: continuation occurs when the eye follows along a line, curve, or a sequence of shapes, even when it crosses over negative and positive shapes.

In interactive media designs lines may be static or in motion. The power of a line in motion to attract the human eye is well known. Designers can use moving lines to direct the user’s attention to specific content, to entertain, or to establish a style. In motion design, the eye will follow a kinetic, animated sequence of objects, even if they fade in and out

Static Composition

Visual hierarchy can be broken into 4 main key elements

Contrast is the occurrence of two different elements positioned close together; these elements can be colours, textures, shapes, direction, or size.

Great interactive design allows the user to completely delve into the design of the application and get carried away with the actual experience of the application itself instead of trying to figure out how to use the actual app.

Key elements spoken about in the lecture

  • What they do
  • What they look like
  • What they look like they do
  • The experience of using them
  • Eye tracking

Visual Hierarchy


Visual hierarchy is a one of the most important tasks of gathering data for the design process, using tested theories and collative data, designers can take these key elements of the visual hierarchy and insert them into their own designs.

  • Eye Tracking
  • Size or Weight
  • Space and Texture
  • Typeface and appropriate type pairing
  • Colours and Tones
  • And the Directional layout of the application itself

Hierarchy can help you create and control order in your interactive designs by making sure the most important elements of your designs are seen first.

References and Images 




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