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“When talking about dominance and emphasis, they are really 2 sides of the same coin. The element that is dominant certainly has the most emphasis”
Dominance and emphasis are both important principles in infographic design that help create visual hierarchy and guide the viewer's attention. They are closely related concepts and can be achieved in similar ways.
What is the difference?
Dominance establishes the primary focal point and hierarchy, while emphasis guides the viewer's attention within that hierarchy. However, the difference is subtle and they are both involved in establishing visual hierarchies by drawing attention to particular features of your infographic.
Dominance
Dominance refers to the visual weight or prominence of an element within a design composition. It involves making certain elements stand out more than others, creating a clear focal point. Dominance helps establish the hierarchy of importance and directs the viewer's gaze.
Examples include:
- Size: Larger elements tend to dominate smaller ones. For instance, a headline in a bold, large font size will draw more attention than surrounding text.
- Colour: Bright or contrasting colours can make certain things more dominant. Using a vibrant color for an element against a muted background will make it stand out.
- Contrast: Any contrasting elements, such as light and dark text/shapes or thick and thin lines, you can establish something things as more dominant than others.
- Positioning: Elements placed in a central or prominent location within a design will naturally attract attention and dominate the composition.
Emphasis
Adding emphasis to elements of an infographic also draws the viewer’s attention to what is important – the most significant elements that help highlight your main message. It is a way to guide the viewer's eye around your design.
Emphasis ensures that it is clear what are the important points within your message. They may not dominate the whole design, but they carry more weight in a particular part of the infographic than other elements.
Ways to add dominance/emphasis to elements
Value (light vs dark)
Using light colors or white space can draw attention to important elements of an infographic, while darker colors can create contrast and depth, helping to visually organize and prioritize information for the viewer.
Contrasting colours
Using contrasting colors or vibrant hues can draw attention to particular elements - brighter colours pop out. More information about contrasting colours is given on the next page.
Pattern
Using pattern can add visual interest and draw attention to important elements of a design, but it should be used sparingly in an infographic as too much pattern can be overwhelming and distract from the message being conveyed.
Size
Varying the size of different elements in a design can create a hierarchy that emphasizes important information, draws attention to key points, and improves overall visual flow.
Position
The position of elements within an infographic can help guide the viewer's eye, create visual hierarchy, and emphasize important information. Placing key elements in strategic locations can draw attention and improve overall readability and comprehension.
Isolation
Isolating elements from the rest of an infographic can create a focal point and draw attention to important information. This technique can be particularly effective when used sparingly and in combination with other design elements, such as color or size variation.
