Composition and Creating Emphasis

Navigating when things need to stand out can sometimes be a journey. Sometimes there is a client that wants each element to ‘stand out’. As designers, we know that there must be a visual hierarchy in our work. We have to work with our client to have them understand that if everything is bold then nothing is going to stand out. First, we need to attract the consumer’s attention and then guide them through the design so they can absorb the information.

My preferred way of doing this is to understand what the main message is. What does our client want people to know or understand? What is their call to action? This helps me figure out how I want to structure my design and what elements to use. Below are a few things that I keep in mind when I am figuring out the hierarchy of a piece. Sometimes playing around with these elements can help the piece along.( These are just the tip of the ice berg and meant to be a starting point when I need some help. )

size

The size and relation of visual elements should show a clearly distinct point of focus. Everything on a piece of work shouldn’t be the same size. We don’t want a visual tug of war. When looking at a poster like that I am not sure what information I should take in first. The main focal point of a piece of work should show its impact with size. Usually it is the biggest element in the piece of work.

color

Color can be an extremely effective tool when you want to make something stand out. I should also include contrast as well to this section. The color is only as bold as its relation to the other elements. Color is very powerful because it also has an impact on the tone of the piece. Are you using bold colors? soft colors? Warm? Cool? How does this affect the piece aside from making it stand out with color? With color, we can also alter the energy of our work.

positioning

This one is pretty self-explanatory but where we place an element in our work can be very impactful. Are we putting something off to the side and filling the space with it? or are we making a more minimal design and place a small object in an empty space for dramatic effect? What I want to convey here is that the impact of an element is relative to everything else around it.

dimension

Even though our designs are on a flat screen or flat piece of paper that doesn’t mean that our designs need to be flat. Sometimes I like to consider how I can interject some dimension and create depth in my work. How can I make something appear in the forefront and create that space that mimics real life. Consider using light, shadow & layering elements to start.