Design Principles

Chapter 3 Emphasis/Focal Point

Introduction

Focal Point – the point of emphasis in an image or design.

• The element emphasized in a picture can attract attention and encourage the viewer to look further.

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Thought:

• There are hundreds and thousands of images in front of us every day.
• In order to catch the attention of the viewer, try using a strong Focal Point.

Susan Jane Walp. Grapefruit with Black Ribbons. 2000. Oil on linen, 8” 8 1/4”. Tibor de Nagy Gallery, New York.

Using Focal Point for Emphasis

• There can be more then one focal point in a picture.
• A second focal point might be referred to as an accent or counterpoint.
• Too many points of focus can lead to visual confusion.
• Abstracts and patterns can also have focal points.

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“When everything is emphasized, nothing is emphasized.”

Henri Matisse. Bathers with a Turtle. 1908. Oil on canvas. © St. Louis Art Museum, Missouri, USA/© Succession H. Matisse/DACS/The Bridgeman Art Library.

Ways to Achieve Emphasis:

1. Emphasis by Contrast

2. Emphasis by Isolation

3. Emphasis by Placement

Jeff Wall. The Pine on the Corner. 1990. 3’ 10 3/4” 3’ 10 1/4” (1.19 1.48 m). Edition of 3. Marian Goodman Gallery, New York.

Ways to Achieve Emphasis:

The ways to achieve emphasis by contrast are endless. Some possible ideas you could use include:

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• Isolating One Element
• Change in Direction of the shapes or lines.
• Making one Element Distorted or vice versa.
• Change in Size of one object.
• Change in Shape of one object.
• Geometric or Organic.
• Changing the Color of one object.
• Changing the Brightness of one object.

Ways to Achieve Emphasis: �Emphasis by Contrast

Many things of all one style, color, shape, placement, etc…

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1 element that is the opposite

= Point of focus

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This is also called emphasis by contrast.

Emphasis by Isolation

• Take the repetition of the same object over and over and have just one of these off by itself.
• Example: If most of the composition is dark; one point of light or a light object will become the Focal Point.
• It is important not to place the point of focus too close to the edge as it will pull the viewer’s eye out of the picture.

Call for entries for AIGA/New York show, “Take Your Best Shot.” Designer: Michael Beirut, Vignelli Associates, New York.

Thomas Eakins. The Agnew Clinic. 1889. Oil on canvas, 6’ 2 1/2” 10’ 10 1/2” (1.9 3.3 m). University of Pennsylvania Art Collection, Philadelphia.

Emphasis by Placement

• When all the lines point or cross, as in an axis, perspective line or radial design, the focal point will be that point.
• In other words, the placement object can lead the viewers eye to what you want them to notice.

Our eyes are drawn to the apple because it is near the center.

Jan Vermeer. A Lady at the Virginals with a Gentleman (The Music Lesson). 1662–1664. Oil on canvas, 2’ 5” x 2’ 1”. The Royal Collection, London.

Perspective aids in drawing our eyes in.

Lucas Cranach the Elder. Adam and Eve. 1526. Oil on panel, 3' 10 ⁄ ” x 2' 7 ⁄ " (117 x 80 cm). Courtauld Gallery, Courtauld Institute, London.

Thoughts on where to place the Focal Point

• Try not to use the dead center of the picture. (It is called the ‘dead’ center for a reason.)
• Try not to put the focal point too close to the edge of the picture or it will pull the viewer’s eye off the page.
• Have something (like the gaze or direction of the object) pointing back into the composition.

Degree of Emphasis

“A specific theme may, at times, call for a dominant, even visually overwhelming focal point.” �

Example: A magazine cover needs a graphic focal point to catch the shoppers eye. �

Maintaining Unity with a Focal Point

• “The Focal Point should remain related to and part of the overall design.”

Maurice Vellekoop. Christian Dior Boutique, Valentino. November/December

1997. Watercolor on paper. Wallpaper.

Absence of Focal Point

Emphasizing the Whole Over the Parts�

Sometimes you can draw attention to a design simply by not using a focal point.

Use of emphasizing the entire surface of a composition over any individual elements.

Mark Keffer. Altered Map. Esopus, Number 3 (Fall 2004), p. 1.