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Focus on This • Emphasis and the Principles and Elements of Design

Use emphasis to create a focal point, draw attention

By Jacci Howard Bear, About.com

Use emphasis to create a focal point

Emphasize text or graphic elements to draw the eye or create a focal point

Something that is singled out or made more prominent has emphasis. An element of a design that dominates or becomes the center of interest has emphasis. Within the visual components of a page design, emphasis is applied to individual parts such as a word or phrase by changing its appearance, making it stand out. Sometimes considered a principle of design on its own, emphasis can be created using all of the various elements and principles of design.

Emphasis and the Elements of Design
Create a focal point by making one element of the design more prominent or eye-catching than the others.

  • Line. In a design composed of horizontal lines, the vertical line becomes the focal point.

  • Shape. A square stands out from a group of circles or organic shapes.

  • Mass. The physically or visually heavier element or piece commands more attention.

  • Texture. Embossing adds tactile interest and emphasis.

  • Color. A splash of color or a strong change in value in an otherwise gray piece will draw the eye.

Emphasis and the Principles of Design
Use the arrangement of the page components to create a focal point or visual hierarchy of dominant and subordinant elements.

  • Balance. A perfectly symetrical piece may have no focal point because each element is equally emphasized. Radial balance generally draws the eye first to the central point in the design.

  • Proximity. A part of the design that is isolated from other parts can become a focal point.

  • Alignment. The eye is naturally drawn to a point in or near the center of a page, giving elements in that area perceived importance.

  • Repetition. Repeating an image or a word can establish its importance.

  • Contrast. Set words or phrases in a contrasting bold type or italics to give them emphasis.

  • White space. Use white space to isolate elements and give them emphasis.

Whether or not classified as a principle of design, emphasis is an important concept that touches on all aspects of graphic design and page composition.

Jacci Howard Bear
Guide since 1997

Jacci Howard Bear
Desktop Publishing Guide

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