A catalog of catalog design- EYE MOVEMENT DIRECTION

EYE MOVEMENT DIRECTION
A design technique used successfully in catalog marketing to guide the reader’s eyes around the spread is called “eye movement direction:’ It can be accomplished by the arrangement of the graphic elements on the pages, as well as by using both the merchandise and models directionally.

The purpose of eye movement direction is to give each item of merchandise on the spread an opportunity to be seen by the consumer. In other words, the reader’s attention is gently led from one photograph to the next, and then on to the next until all items have been seen.

The Banana Republic, successful catalog extraordinaire, uses the technique of eye movement direction well. By strategically (and artfully) placing the items on the spread, visual direction is attained very subtly, giving each product a fair chance to be seen.

In the exquisite Ann Taylor Catalog, composition of models and still life photographs achieves eye movement direction. Designer Sonny Jean is a master in using art direction of his photography to gently guide the reader’s eyes across the spread and back for even longer consideration.

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