C
O
N
C
E
P
T

Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

  Click image to see the website  

C
O
N
T
E
N
T

Focused

Alignment

Hierarchy

Readability

Information Rich

C
O
M
P
O
N
E
N
T

Type

Color

Images

Graphic Elements

Details

Emphasis: One of the first decisions that I make as a designer is to decide what content needs to be stressed. Emphasis is establishing what content needs to be highlighted and the order of importance of the text.

Emphasis at work:
This sample is a website I created for a copywriter. It's simply a long one-page sales letter. If nothing were emphasized, the site would look like one big mass of text.