Tag Archives: emphasis

Investigating Good Design: Wrigley’s Tea Escapes

Design is a delicate balance between theory and aesthetic sensibilities. The more you practice the theory—the elements and principles of design—the more it will become second nature and your ability to intuitively know how to create, fix or critique a design will improve.

It is helpful to go over each element and principle individually, but it is equally as helpful to see how each element and principle of design works in the context of a single design. Below we will analyze the design theory behind this Wrigley’s Tea Escapes packaging from Hornall Anderson.

Enhance Your Designs with the Principle of Emphasis

I’ve written about the principle of emphasis before, in Stand Out from the Crowd, where I gave practical ways to emphasize different parts of your design. You will see that much of emphasis is achieved through strategic use of the principle of contrast.

The principle of emphasis is used to support direction. Think of emphasis as the stepping stones on the path of direction; emphasis tells the viewer what is important and where to look next.

Emphasis supports balance, too. If your focal point is smack in the center of the layout, that’s rather boring, but use the rule of thirds to place your eye-catching element and you instantly improve the layout.
What is Emphasis?

Emphasis is about hierarchy. Although many other principles contribute to hierarchy, emphasis is what they all ultimately lead to.

Enhance Your Designs with the Principle of Contrast

Contrast is an opposition of attributes. It can be present in any of the elements of design–not just value with which it is commonly associated–which is why it is not grouped with them as an element. You don’t always have to make objects be in high contrast to each other, though; low contrasting items can contribute to the sense of unity within a piece.

Stand Out from the Crowd

When something is important in a layout, be it for a brochure or a website, you want it to stand out. But how do you do that? Contrast is the Key Contrast can come in many forms. Most people think of contrast in terms of light and dark, white vs. black. But that’s only one […]

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