Delesign Digest: Compositional Flow

Delesign Digest

Amplify Your Marketing Impact One Insight at a Time

Design Principle of the Day: Compositional Flow

Despite investing in eye-catching visuals and compelling copy, many marketers struggle with messages that fail to resonate with their audience. The information is all there, but your audience skims over it or misses it altogether. We recently helped a client redesign their marketing materials using compositional flow principles.

Before & After: The Impact of Compositional Flow

Before: A poster design where the viewer's eye doesn't know where to focus first. The design lacks purposeful flow and hierarchy, causing a disjointed and confusing experience.

After: A transformed poster using Z-style compositional flow to guide the eyes across all content, creating an almost hypnotic quality that captivates from start to finish.

Key Benefits:

• Intuitive visual journey for the viewer

• Strategic control of visual hierarchy

• Precise direction of viewer's gaze and attention

We achieve these results by:

• Applying Z-style compositional flow

• Using diagonal lines to create dynamic movement

• Incorporating repeating lines for rhythm

• Strategically placing human figures looking towards focal points

Why This Matters for Your Marketing: Compositional flow governs the intuitive journey a viewer's eye takes through your piece. By mastering this principle, you ensure your audience absorbs your message effortlessly and in the intended order, significantly increasing the impact of your marketing materials.

Quick Tip: Next time you design a marketing asset, consciously incorporate compositional flow techniques. Experiment with different patterns like Z-style flow, diagonal lines, or strategic placement of visual elements to guide your viewer's attention.

Design with purpose, design for impact!

Have any questions about applying compositional flow to your marketing designs? Set up a call here.