Emphasis

Emphasis is the art of making a specific element stand out or draw attention to the eye. 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.

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.

In this advertisement for Crime Stoppers, the dominant element is the boy with the gun. He is the object given the most visual weight. He is the element of primary emphasis that advances to the foreground in the composition. This is accomplished by pixelating everything else in the photograph. The subdominant element of secondary emphasis is the Crime Stoppers Logo at the bottom of the composition.

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 midground 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 Center of Interest is the placement of the most important conceptual and visual portion of the image. The focal area does not have to be located in the center of the image. As a matter of fact, placing it in off center to the left or right and either above or below the center line adds to the interest of the piece by giving the viewer introductory or supporting information. The element that captures your attention in the graphic, even though it is in another language, is the text in the lower right of the ad. It is only upon closer inspection that the viewer notices that this advertisement is for a shoe, which seamlessly blends into the background.

An object placed in the center will often be perceived as a focal point. If all eyes in the painting look at one object, or if an object is placed at the center of the lines of perspective, that object will be perceived as the focus of the work.

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. 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. The Frosted Flakes package shown below is a great example of this. In photography and video, emphasis can imply movement by focusing on 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.

TEST YOURSELF

Take the Emphasis Quiz to test your knowledge. You will receive an email with your results. You may take the quiz as many times as you wish.

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