Emphasis is the idea that some things are more important than others and important things should be noticed.

Visual Hierarchy: Before you emphasize anything you must establish a priority order of all your information. Consider these questions:

  1. Where do you look first?
  2. Where do you look second?
  3. Where do you look third?

Focal Point: The part of the design that is most emphasized. This should be what the designer and client think is most important.

Accents: These are supporting focal points. They are in need of emphasi but at a level lower than the main focal point.

Some possible ways emphasize elements:

  • Make it brightest
  • Make it a different color
  • Make it in color if everything else is in black and white or vice versa
  • make it go in a different direction
  • Make it a different value
  • Position it differently
  • Give it a texture or a different texture the the other elements
  • Arrange all the elements to lead to it
  • Make it a different shape than the other elements
  • Isolate it
  • Make it clear and the other elements hazy
  • Make it an opaque color and the other colors transparent
  • Make it glossy and the other elements dull

 

The point of this ad is to sell the three-way calling feature.
The two items you notice first are the headline and the photos. These both identify the one phone call concept.
The second item that stands out is the logo. It has the boldest contrast on the page.
The level-three message is the step-by-step instrucion panel. It tells you how to make these calls.
Finally, you can read the body copy, which is begun with a sub-headline.