We search for faces – that is hardwired into us
Then we look for the written text – this is a learned tendency
We look for the foreground and background and the difference between the two
Respect the users/viewer’s time by helping them figure out what parts of the image/design is important
Visual processes are determined by the primitive reptilian mind
The reptilian mind: “fight or flight” instinctual animal-like nature; not really associated with the rational mind
We look for differences - the thing that stands out the most
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