2 DIMENSIONAL DESIGN

Design Basics

Chapter 3: Emphasis/Focal Point A designer needs to know how to control the attention of the viewers of their art work. EMPHASIS is used by artists to create dominance and focus in their work

DOMINANCE describes a situation where something dominates (is more important or more noticeable than its surroundings).

Since most art is used to communicate-to tell a story or present a point of view-there is usually a FOCAL POINT.

You should be able to control what is dominant in an image (what will be noticed first), and where the viewers attention will go from there.

When there is DOMINANCE there must be SUBORDINATION.

SUBORDINATION means that some things get less attention.

How to control attention through EMPHASIS!

There are three major methods for controlling emphasis in a visual image:

CONTRAST

PLACEMENT

ISOLATION

CONTRAST: the objective of contrast is maximum visibility. The more contrast there is the more noticeable an item is.

One of the greatest possible contrasts in art is the difference between black and white (VALUE CONTRAST).

Color contrasts can be strong but usually not as strong as value contrasts.

For color contrasts try complementary colors (opposites on the color wheel) or a bright color on a neutral color

CONTRASTSIZE: when it comes to being noticed

BIGGER is always better

May 1 in Moscow Photomontage by B. Klinch 1936

CONTRAST: SIZE cont.PROPORTION: a design principle that has to do with the relationship between size and scale

CONTRASTSHAPE: an unusual shape can call attention to itself but is not as strong as size or value/color

Henri Matisse Nightmare of the White Elephant 1943 Gouache

Here are two examples of contrast between geometric and biomorphic shapes

PLACEMENT: where items are in relation to the format and each other can affect emphasis (think of gestalt).

To the Format: The most important place in the format, by far, is the center. The further from the center, the less noticeable an item becomes.

To other items in the composition: once you establish a primary focal point you can use proximity, similarity and continuance relationships (gestalt) to control what is to be noticed next.

ISOLATION: isolation is a kind of placement. An item that stands apart from its surroundings will be more noticeable-it may not be noticed first but it will stand out! Where you put objects in the format and in relationship to other objects can strongly affect emphasis.

Dressing for the Carnival 1877 Winslow Homer (American, 1836-1910)