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Emphasis matters because humans are naturally distractible, and our attention can be drawn to many different places at once. Without emphasis, the eye wouldn’t know where to land or what information the designer felt was most important. When designing materials for your business, the same thing can happen — the audience fails to grasp the important bits of information you’re trying to give them. That’s why a particular design principle — emphasis — is so crucial.
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Understanding the user and researching their goals and needs can tell you what to prioritize in the design and how to effectively use design emphasis to achieve said goals. While this is true, varying the weight, size, height, and font can create visual hierarchy as well as emphasis. If all your text is in the regular font, text in the bold font will stand out, and the bigger the text, the more attention it draws. When it comes to creating visual designs, following established principles can help guide and inform the process, making it easier to nail best practices.
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For example, you might want someone to create an account or buy a product. The “trick” here is to understand which colors play best off each other to match the strength of contrast you want. A call to action will want a stronger contrast (such as a blue/purple button on a yellow background) than a more casual “Did you know?
A Brief Guide to Emphasis — A Design Principle
A veteran of newsrooms and agencies, Jennifer Gaskin is a writer, editor and designer who is the only living person not to have strong feelings on the Oxford comma. She's an award-winning practitioner of journalism and information design who spent the better part of a decade as the creative director of a digital marketing shop. As a writer, Jennifer contributes to a variety of publications while working with clients as well as taking on her own projects.
How can you add emphasis to a design?
Especially when dealing with complex information, emphasis can make visual business communication easier to understand. While the separation of the cells is helpful, without the colored headings, it would be hard to navigate. Along with icons, this creates a clear emphasis on the data, allowing this important information to be the star of the show. Additionally, the section headers use the emphasis principle by virtue of being placed in colored boxes. Without placing emphasis through color and variations in font weight, the reader might still understand the information, but it would likely take longer.
When used correctly, emphasis can help to guide the viewer's eye around a composition and highlight the most important elements. Just remember balance (see how we used emphasis there?) and you'll be well on your way to eye-catching design. Like many kinds of art, graphic design has its basic principles and elements. The principles of design are the rules a designer follows to have a composition that’s just right.
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Much like the use of color, bringing different textures and patterns into your space energizes the room. A cognac leather sofa with a chunky throw blanket on top becomes an instant focal point through the interesting contrast of buttery-smooth texture and plush knits. An exposed brick wall, playfully patterned wallpaper, or intricately veined marble feature can also anchor the eye. In the final lesson, you’ll learn about grid systems and their importance in providing structure within design. You’ll also learn about the types of grid systems and how to effectively use grids to improve your work.
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The recurrence of an element, color, shape, or form in design is called repetition. It unifies your design elements and gives them a kind of signature look. You can have the word “up to” smaller just above the most important element of your poster, to keep the visual hierarchy. This is the second function of emphasis – reducing the impact of the information, you don’t want to catch the eye of your audience first. Your ship should be balanced to move forward with ease, and the same goes for the visual elements of your design. To make your composition stable and engaging for your audience, you should create balance for your elements.
A design where you can see different elements automatically has some level of contrast. It’s important to familiarize yourself with the most common eye movement patterns, F- and Z-patterns, and the layer cake pattern. F- and Z-patterns are more common on image-heavy pages, while the layer cake pattern is facilitated by lots of text with headings and subheadings. Proportion, also referred to as scale, is the relative size of objects within a design.
Emphasis is one of the most intimate principles of design because it requires you to put yourself in the minds of the readers and really understand their journey. This helps ensure the information is quick to absorb and sticky, remaining on the mind of the viewer longer than if all elements were given the same weight. Read on for a beginner’s guide to the emphasis principle of design, including how to use it to make your business communications clear and compelling.
This can be done in a number of ways, such as using different fonts, sizes, or colors. When done well, hierarchy can help to make information more understandable and easier to process. However, it's important not to go overboard, as too much emphasis on one element can create a cluttered and confusing design.
Emphasis highlights the most important element and makes your audience concentrate on the focal point of your design. When elements aren’t aligned properly, especially in relation to one another, it adds a sense of chaos to the composition. Alignment refers to how text or graphic elements are lined up on a page. This can refer to their alignment in relation to the entire composition (left, center, or right-aligned) as well as their alignment to one another. Our designers break it down for you so you can create that finished aesthetic that will have all your guests oohing and aahing.
An effective design must strike a balance between familiarity and novelty, giving viewers enough visual interest to keep them engaged without overwhelming them with too much information. By incorporating a number of different elements into a design, we can create a harmonious balance that is both visually appealing and easy to understand. The principles of design are like the ingredients in a recipe–each one plays an important role in creating a finished product that is both visually appealing and functional. Proportion refers to the relationships between various elements in a composition. The most common way to think of proportion is in terms of size, but it can also refer to other attributes such as color, shape, and texture. When elements are in harmony with one another, they are said to be in proportion.
This principle helps convey the main message, evoke emotions, or guide user behavior. For a deeper understanding of how designers create meaningful connections through emphasis and other principles, explore the article on empathizing in design at interaction-design.org. Harmony is the use of similar elements to create a cohesive and pleasing whole.
Your choice of color should be in keeping with how you want your users to proceed on your page. Loud or dramatic color contrasts will make their eyes “jump”; softer shifts will allow them to move more leisurely, so you can keep a calmer information flow. Furthermore, the more space around a design element, the more it isolates it, creating emphasis in the design. One common approach is called "hierarchy." Generally, the idea is to arrange things to give prominence to the most important or noteworthy elements.
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