1. Dr. Susan Codone Mercer University
Emphasis & Contrast
TCO 285
Dr. Susan Codone
Dr. Susan Codone Mercer University

2. Dr. Susan Codone Mercer University
Emphasis
The principle of emphasis states that the
most important element on the page
should be the most prominent, the second
most important element should be
secondary in prominence, and so on.
Emphasis is important in the control of
attention.
Graham, p. 20
Dr. Susan Codone Mercer University

3. Dr. Susan Codone Mercer University
Dominance
Dominance describes a situation
where something dominates because
it is more important or more noticeable
than its surroundings. There is usually
a focal point, a place where the action
begins. You should be able to control
what will be noticed first, what is
dominant in an image, and where the
viewer's attention will go from there.
Dr. Susan Codone Mercer University

4. Dr. Susan Codone Mercer University
Subordination
When there is dominance there must be subordination (things lower in ranking). In art this means that some things get more attention and some get less.
This is a matter of emphasis. What other focal points do you see?
Dr. Susan Codone Mercer University

5. Contrast, Placement, Isolation
There are three major methods for controlling emphasis in visuals: contrast, placement and isolation.
Dr. Susan Codone Mercer University

6. Dr. Susan Codone Mercer University
Contrast
Contrast occurs when two or more elements look dramatically different from one another.
The objective of contrast is to produce maximum visibility. The more contrast, the more noticeable is the item.
Graham, p. 40
Dr. Susan Codone Mercer University

7. Dr. Susan Codone Mercer University
Color
A great contrast is between black and white, or between bright and dull colors.
Dr. Susan Codone Mercer University

8. Dr. Susan Codone Mercer University
Size
Use size to control emphasis – size of the text or image that you want to emphasize.
Dr. Susan Codone Mercer University

9. Dr. Susan Codone Mercer University
Shape
An unusual shape can call attention to itself but it is not as strong a contrast as size or color.
Other contrasts like direction and texture can also be used to control emphasis.
All of these contrasts affect visibility, regardless of where the object is placed.
Dr. Susan Codone Mercer University

10. Dr. Susan Codone Mercer University
Placement
The most important
place is the visual center.
This is where the viewer
looks first; anything there
will be noticed first. The
further from the center,
the less noticeable an
item becomes.
Dr. Susan Codone Mercer University

11. Dr. Susan Codone Mercer University
Isolation
Isolation is placement of an element by itself. An item that stands apart from its surroundings will be more noticeable. This is not likely to make an item be noticed first but can make one item stand out.
Dr. Susan Codone Mercer University