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21. Use Leading Lines
Think of the last diagram you saw, and think of how it was laid out. It probably had lines or arrows pointing in certain directions and to certain things in order to explain them, right? These lines are called leading lines.
Just like pointing in real life, or drawing arrows on an image to help point out something, using leading lines in advertising is a great way to direct your consumers’ eyes right where you want them to look.
Check out this example for Celcom Broadband that uses a strong leading line to point to and from the product image and the logo/tagline of the brand. This example uses sharp contrast and hierarchy to produce such a strong example. Since the design is so heavily weighted at the bottom, your eye likely goes to the bottom of the page first, and then gradually you move upwards along the middle leading line toward the product image, and then back around again.
So, if you want to be 100% sure that your audience sees all of the important pieces of your design, consider using some leading lines and shapes that direct the eye from point A to point B.
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