Graphic designs have an optical center, which is a rectangle that resides just above the geometric center. All of the designs created by Brian Petruzzi are symmetrically balanced around this area within the design where the viewer’s eye will focus. The calming effect that is created by symmetric balance provides the valuable seconds required for the reader to absorb the message. Once interest has been created, the potential customer will investigate the rest of the ad contents and determine a subsequent action. Without the balance around the optical center, a graphic design will not be given an opportunity to communicate, and all efforts will have been wasted.

Busy people have little time to figure out why certain graphic designs are so appealing, but experts like Brian Petruzzi understand. Whether the symmetric balance exists in the foreground or is used to create a soothing background, the message will be conveyed through a quick glance. Supporting information will rest on the horizontal, vertical and diagonal lines leading away from the optic center. As the reader’s interest builds, the graphic design will answer questions and cause action. The progression of thought is led by the ad without the reader realizing what is happening in rapid succession in their own mind.