In 1827, Joseph Nicephore Niepce created the first photographic image. Thereafter, pictures were rare, so if an artist created an image it was guaranteed to grab anyone’s attention. Today it is quiet different, we have mass media, and tools that allow every household the ability to own a camera and create what is deemed as individual art. The downside is that the artistry has also lost its touch. Let’s be honest, anyone can pick up a camera - shoot a lot of pictures and find some luck. The playing field has changed it is far more difficult for a designer to get noticed today. That is why understanding the principles on ‘Emphasis and Focal Point’ is one of the key ingredients in creating a captivating image that will engage and communicate your message effectively.

Here is a quick overview of what has been covered in this series and what we will be covering in the coming weeks.

• The Design Process
• Unity in Design
• Emphasis and Focal Point in Design(This Post)
• Scale and Proportion in Design
• Balance in Design
• Rhythm in Design

As a designer you must strategically find a creative process that will allow you to simultaneously create a composition. When you are going through the process of creating structure for your composition, it is really imperative to evaluate your focal point. In other words, the primary purpose is to emphasize an element that will attract attention while engaging the viewer to take a closer look. There are three ways to achieve this type of emphasis:

1. Contrast
2. Isolation
3. Placement

We will be evaluating these concepts above to give you a better understanding of what we are talking about.

Emphasis by Contrast

The easiest way to understand emphasis through contrast is when one element differs from another. Often you will find an interruption of the overall feeling of a pattern. For example, imagine elements in the background that are dark, while in the foreground there is a use of a light object – this is a focal point. Another approach is when elements are muted and soft-edged it is combined with bold contrasting patterns that results in a focal point. Let’s take a look at an example below.

Notice in this image how we use contrast to keep the eyes in the center of the image. The blue background combined with the blue rivets helps the white icons, for lack of a better term, stand out and keep the image interesting – even though they are tiny pieces of plastic. We have just created a focal point by utilizing a dark and light icon (contrast) in the foreground.

Couple More Examples

Emphasis by Isolation

This technique is rather simple. By isolating an element in an image it creates an attraction that meets the eye. Here is an example to help you better understand this powerful technique.

By placing the red rivet farther away from the four blue rivets we create another focal point. To the viewer it creates an abstract image and allows for the person who is viewing the image to form a certain train of thought. This type of image lures the viewer to understand that there is something unique about the rivet that stands alone.

Another Example Of Isolation

Emphasis By Placement

A focal point can easily be created by the use of a technique addressed in the previous post, ‘Continuation.’ If elements within a composition point to one item, our attention is directed to that item which results in a focal point.

Here is an example to address this placement technique.

The leading lines of the blue rivets moving upwards helps the eye to focus on the red rivet. Our eye continuously lures towards the red – no matter how many times you may try to look away.

Another Example Of Emphasis Through Placment

There you have it, three ways to create emphasis in design. Next week we will cover Scale and Proportion.

- Have a great rest of the weekend! Happy Designing!!