Design Principles: Emphasis or Focal Point
How does a designer catch your attention and provide something that attracts the eye? …one device that can help is a point of emphasis or focal point. #
Focal points are meant to grab your attention, coax you to investigate further. They are the elements of a design that scream, “Hey, look at me!”
On the web a focal point can be just about anything. It ultimately comes down to what the design is trying to communicate. If the site is for a photographer you would expect photos to take center stage. Should the page be trying to sell something, the product would likely be the emphasis.
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Achieving Emphasis
Designers have a multitude of ways to achieve emphasis within a design or composition. Let’s take a look at a few of the techniques used to create a focal point:
Emphasis by Contrast
…a focal point results when one element differs from the others. #
Designers often use the idea of contrast to draw your attention to an area of a design. Techniques for achieving emphasis by contrast might include using the concept of light and dark, the orientation of the elements (all vertical except for one horizontal item), the size of the elements (a large item next to several smaller ones), etcetera.
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Emphasis by Isolation
…simply by being alone, by itself, it gets your attention. #
This technique is a variation of emphasis by contrast that relies on the distance of an item in relation to others. One can not help but notice that lone element all by itself.
http://www.contrast.ie/
Emphasis by Placement
If many elements point to one item, our attention is directed there, and a focal point results. #
This technique is used in conjunction with perspectives because your eye will naturally follow the direction of the perspective. With this fact in mind, it would be a good idea to place something you’d like to emphasize in that area.
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Degree of Emphasis
A specific theme may, at times, call for a dominant, even visually overwhelming focal point. #
Often a headline becomes the dominant element on the page, we see examples of this on magazine covers and newspapers. Emphasis can, of course, be implemented on the web as well. Think Big Buttons for calls-to-action.
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http://www.flipboard.com/
Points of emphasis, or focal points, must be considered when creating visual layouts or messages. Without them the viewer will ultimately be left with nothing to remember or take away from the design. If you want people to hear or see what you have to say, then emphasize it! Scream it, if you think it will help.
