1. Emphasis & Focal Points
Emphasis by Contrast, Isolation, Placement, & the Absence of a
Focal Point

2. Concepts
A designer can help the viewer make sense of an image by creating a visual hierarchy to let the viewer know what is most important, then next in importance, etc.
Dominance is where something is more important/noticeable than its surroundings.
Subordination are the objects lower in ranking.
When keeping Balance or Unity, adding emphasis can disrupt the overall design. The designer must adjust the other elements to restore the Balance or Unity.

3. Emphasis by Contrast
As a general rule, a focal point results when one element is visibly different from the others in size, color, texture, shape, etc. Whatever interrupts the overall feeling or pattern, automatically attracts attention.
The element that contrasts with, rather than continues, the prevailing design scheme, becomes the focal point.

4. Example of Emphasis by Contrast by Barbara Kruger

5. Isolation Emphasis by
When an item is isolated from other elements in a composition, it draws attention to itself, and can become an area of interest or a
Focal Point.

6. Example of Emphasis by Isolation by Maggie Taylor

7. Emphasis by Placement
There is an implied hierarchy as far as where an item is placed within the format: the most important placement is in the center. Objects become less important as they move away from the center.
When items converge with the outside edges, they become slightly more noticeable because they relate to the format; which is always a dominant shape in any composition.
Objects that overlap the edge of the format call even more attention to themselves and may even appear to be in front of the format.

8. Example of Emphasis by Placement by Edgar Degas

9. Absence of a Focal Point
A definite focal point is not necessary in creating a successful design. A focal point is a tool that an artist may or may not use, depending on the overall purpose of the design. An artist may wish to emphasize the entire surface of a composition over any individual element. In other words, the artist may create emphasis by lack of a focal point.

10. Example of an Absence of a Focal Point by Keck

11. In Class Assignment:
Create thumbnails and Compositional Roughs for the 4 Focal Point Designs you will complete as Homework.
Each design should relate to each other (Conceptual Unity). They can be representational or non-representational. Once you have a direction with your thumbnails, start to refine your ideas by making quarter-page size compositional roughs.
The Final 4 Thematic Focal Point Compositions should be well executed designs with a distinct focal point created using each of the 4 techniques outlined in class.
The Final Designs should be one half a Sketchbook page or larger per design and can be in the media of your choice. Make your designs “graphic” and easy to see from a distance.
Keep in mind the concept of hierarchy and how to direct the viewer through your design. What is the most important, second, third, etc.? How does your eye flow through the design? Is the concept you are representing depicted clearly?

14. Homework:
Complete the in-class assignment: 4 well crafted Final Designs that illustrate the 4 different focal point concepts in a strong visual manner.
Bi-Weekly Assignment #2 is due next week,