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 Many times the merchandise itself may be directional in shape, as in the case of shoes. Because of their shape, shoes can function almost like a visual arrow. Other products are equally directional in shape; bottles are distinctly vertical, leading the eye straight up or down; the spout of a teapot, pointed in the right direction, can lead directly into the next depiction; the belt of a microfazer can act like a visual slide from one photograph to another, if composed properly.
Models should be used to help contain the reader’s attention within the spread. If they are located on the far outside edges of the spread, they should be facing into the center of the book, at least with the attitude of their body and with their glance. When the models are facing out of the book instead of toward the gutter or even straight ahead, attention is led off of the page. With little encouragement, intended or not, the consumer is quick to flip to the next page, and the chance of a sale on the previous pages was lost.
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