Great Graphic Design Series: The Eye Reads in a Z

When you are designing your marketing material to promote your business, product or service, it is important to use proven design guidelines. When you are creating your flyer, rack card, car signage, ad, newsletter, business card, website, post card, etc., you want to think about how your client or prospective client will see this information.

The entire goal from your marketing material is to get the person to respond or act to your offer by purchasing that product or calling you to make an appointment for your service.

The way you arrange elements on a page will determine how a person's eye scans the page, and how it perceives the importance of one element versus another.

Z Pattern

 “In the west, we read from left to right and top to bottom, therefore our eye will scan most layouts in what's known as the Z Pattern, meaning we begin at the top left, we scan across (think of where a headline is!) then we scan the "guts" of the page to get a gist of the content, and we then scan across the bottom, quite naturally looking for the "Call to Action" - as marketers call it.

A CTA or Call to Action is often telling the viewer to do something. "Find our products at your local retailer." or sometimes more directly "Buy now!" - a CTA can even be something as "visit our website". If your piece doesn't need a Call to Action, and is merely informational, this is a great place to list a web url, contact information, a phone number, etc. This is also why, quite often the logo is in the bottom left corner - this is sometimes known as a 'dead zone' since the eye will naturally scan the page from left to right, passing over (but still noticing) the logo, explains Instapage. 

Example

In this Colonoscopy Flyer, reading in the Z style of the average person, they will see the:

  •       header,
  •       product,
  •       Nurse / Owner of the company,
  •       Susan Deren’s credentials
  •       Call to Action
  •       Logo
  •       Website
  •       Phone number
  •       Address
  •       Email

When you are designing your next marketing campaign and materials, keep in mind the Z pattern to get better results. 

Linda Simón Studio has been doing business with Entrepreneurs, Businesses and Individuals since 1996 showing the world your beauty through Marketing, Graphic Design and Photography located in Palm Harbor, Florida. Linda Simón can be reached at 757.430.9008, linda@lindasimonstudio.com. www.LindaSimonStudio.com

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