Emphasis is the focal point. For the artist and designer, it’s the most eye-catching part of the text. For the writer of alphabetical texts, it’s the takeaway, the most important part of a message.

Key Concepts: Focus; Focal Point

Writers, artists, symbol makers . . . create emphasis by using design elements to draw the readers’ attention to especially important information—i.e., the gist of the message. For instance, a designer might use bright primary colors and a large serif font to draw the reader’s attention to a Buy Now button or a Subscribe button.

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