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

Use emphasis to create a focal point, draw attention

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.