Every day, we experience scenes of continuation which guide our eye, unknowingly, through a journey. A river winding and stretching its way across hills and valleys, railway tracks running to a vanishing point - these are examples of continuation that we encounter without even being aware. More importantly, it’s also a lesson in capturing an audience when designing websites and marketing literature.
The main theory is based on our mind choosing the path of least resistance through a composition. In short, straight lines and soft curves are far more natural to follow than an unpredictable, abrupt path.
The best designers will have expert knowledge of user experience. At EMSL we ensure that these principles are applied where appropriate, maximising your opportunity to take an audience from an introduction right through to engaging with your business or services, sometimes through a complex process that requires considerable expertise to ensure that your visitor doesn't lose interest along the way.
If you'd like some help with your next design project, please do get in touch.