The picture layout is an arrangement of photographs, text, white space, illustrations, and other elements that make up the pages of a newspaper, magazine, or display. The message that you extend to your readers should be easy to read and understand. This layout of elements should be such that the reader can follow them in a logical progression. A good layout is INVISIBLE to the reader. When the layout is visible, it is distracting to the reader and the message may be lost.

The success or failure of a layout depends on its emotional and visual impact. DIRECTIONAL LINES OF FORCE are the primary elements that cause the reader to flow with or against the story. Directional lines of force are used to build reader interest.

When you are laying out a page that is dominated by photographs, such as a picture story or picture essay, the selection of pictures should be determined by the importance and complexity of the story.

PRIMARY OPTICAL AREA

Since we read text from the left and downward, we have a tendency to first focus our eyes on the upper-left comer of a page or display board. This area is the PRIMARY OPTICAL AREA and should contain an element that attracts your eyes at first glance.

DIAGONAL

Our eyes scan in smooth-flowing, back-and-forth loops. Attracted by appealing elements, our eyes move downward diagonally from the primary optical area toward the bottom-right area of the page. Typically, this bottom-right area is the ultimate goal of our eye scan movement. Once our eyes have reached this area, our mind knows automatically (from habit) that the page has ended. You must use elements that appeal to the reader to attract attention away from the diagonal to the comers of your layout. Since the natural tendency of the eye scan is in a downward direction, you should not use elements that cause the scan to backtrack and read higher on the page; for example, a strong leading line that redirects the attention of the reader upward and into an area of the story that has already been read.

Figure 1-7.-Picture Layout.

With leading lines and other elements in a layout, you can suggest to the reader's subconscious mind that the eyes follow a desired course through the page. For example, a photograph placed in the primary optical area should have leading lines that direct the eyes of the reader into a page or story. These lines must not direct the reader's attention away from or out of the story.