Dr. Susan Codone Mercer University

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

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

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. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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? http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

Contrast, Placement, Isolation There are three major methods for controlling emphasis in visuals: contrast, placement and isolation. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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 http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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

Dr. Susan Codone Mercer University Size Use size to control emphasis – size of the text or image that you want to emphasize. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University

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. http://daphne.palomar.edu/design/emphasis.html Dr. Susan Codone Mercer University