Principles of Design

Emphasis is the art of making a specific element stand out or draw attention to the eye. Emphasis can be achieved in graphic design by placing elements on the page in positions where the eye is naturally drawn, and by using other principles such as contrast, repetition, or movement. Bold and italic type provides emphasis for text. Graphic elements gain emphasis through size, visual weight, colour, complexity, uniqueness, placement on the page, and other features. Below a repeated element has emphasis by changing the colour of one of the elements thereby creating emphasis through isolation.

Emphasis shows that you have a point to your piece. You have something to say, literally or figuratively. You know what you want to communicate and you have the skills to direct the viewer through the work in a way that provides visual interest, multiple levels of information, and ultimately leaves the viewer fulfilled. A feeling that they have spent their time wisely. Emphasis does not make a work appealing to everyone, but without a focal point or emphasis you may be looking at a big mess that does little to accomplish the ultimate goal of communication.

Emphasis by Focal Point

One method used to attract attention in the design is the use of a focal point. A focal point draws your attention to the most important element on the page. There are several techniques used to emphasize the most important object on a page.   Check out this short video which looks at emphasis by focal point in photography:

Emphasis by Contrast

In photography the focal point is usually quite easy to spot. Larger figures, usually found in the foreground, provide a focal point. Even in graphic art, it is usually easy to spot the focal point. It is the element that will stand out as the most visible. Make an effort to consider what you want people to see first when arranging your composition.

Value brings out the differences among a foreground that is in your face like the wolf in this black and white photograph, a mid-ground that may serve as the focal area or simply support, and a background that may be miles away. Value creates the illusion of form - depth, height, and width. Value brings objects off the surface and makes them appear real.

Emphasis by Placement

The placement of elements within a piece can help to emphasize the focal point. The emphasis can be created by all elements pointing to one item within the piece, drawing the viewer’s eye to the attention of that item. In this picture, the frame helps to emphasize the woman’s head. This points the viewer’s eye to that one item, creating the focal point.

Emphasis by Colour

The overall use of a colour or colour family is used to set a tone or mood. Colour is usually the first thing we see. Don't confuse colour domination with strong composition. The composition should work in grey scale or black and white and come to life when you add colour. In these movie posters for classic movies, strong orange colour and dark value contrasts highlight the focal point. In this case, black draws the viewer into the bold geometric shapes and gradual changes in the bold orange surface revealing hidden meaning.

Emphasis by Movement

Elements of different colour, value, or shape direct the viewer's eyes to a focal point. The smallest butterfly moving across an otherwise still background grabs our attention. Elements, almost regardless of size, that are irregular, that create the illusion of movement, stand out. Go to a grocery store and look at all of the packages lined up shelf after shelf. Your eye goes to the brightest colours, but also to designs on an angle. It's called a mnemonic device. You could also call it visual movement. The Frosted Flakes package shown below is a great example of this. In photography and video, emphasis can imply movement by focusing of a subject that is moving.

Emphasis by Difference

You can create emphasis by inserting an element that is different. You can use colour, shape, line, texture, value, space, and or form in a way that distinguishes one element or area from the whole in order to focus the viewer attention on the piece. Think about how we notice things that do not "fit in" to their environment. Remember the game on Sesame Street, "one of these things is not like the others"? Same principle. See if you can pick out what doesn't belong in this photograph.

Things to consider:

Things to avoid:

Try This:

While no one but you may see this hands on exercise, take the time to do it just as if you were turning it in for a grade. It will help reinforce what you have learned.

1. Emphasis seems to be necessary for most good compositions. Find two examples where emphasis is demonstrated and two where it is not.

2. Even though it is not talked about specifically above, emphasis works in combination with balance. Using examples show how these 2 concepts are closely connected (find one symmetrical and asymmetrical example).

3. Create your own example of emphasis by using difference.