Page 100 - Art Attack Gr 9 LB SKU1007

Designers must plan their compositions carefully so that they are emphasizing
certain areas while at the same time subordinating other areas. As a result of
this, areas of interest are created where the viewer’s eye will naturally be
attracted. These areas are called focal points. The focal point is of special
importance as it re-emphasises the meaning of the artwork that is communicated
to the viewer.

This also occurs in a musical composition where certain instruments or sounds are emphasised while
others are subordinated. What would happen if all the instruments in an orchestra played at the same
time, intensity and tempo, all of the time?....................................................................................................
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The same thing occurs in the visual artworks and designs. If there is no combination of emphasis and
subordination within a visual expression then it becomes monotonous and boring.

Whenever a designer is creating, be it a pamphlet, an interior of a hotel or a design for a particular
product, the following points need to be considered:

x What should be emphasised?
x How should it be emphasised?
x How much should one emphasise it?
x Where should one place the emphasis within the composition/design?

Find an example of a design. Paste it in the block below and identify how the principles you have
learnt about have been used. Write comments on or around the image.

Artifact Publications and Training 2015 94