Emphasis
Decide what matters most: then use size, weight, colour or isolation to make it unmissable.
Learn
Emphasis is choosing the single most important thing on the page and making it impossible to miss. It is contrast with a plan.
The five tools of emphasis
Size. Bigger reads as more important, every time.
Weight. Thicker letters push forward off the page.
Colour. One splash of colour in a grey page owns the page.
Isolation. Space around one thing works like a spotlight.
Framing. A border announces: this one is special.
One hero per page
Three stars fight, and the reader gives up. Emphasis divided is emphasis destroyed.
One star, quiet helpers. Making the rest quiet is half the trick.
Wrong vs right
Seen in the wild
Pricing pages emphasise exactly one plan: size, colour, framing and a flag, all pointed at the same choice.
Community help
Priority help
Phone support
- 1The middle plan is slightly bigger, tinted, outlined and flagged; four emphasis tools stacked on one target.
- 2The neighbours are deliberately plain. Quieting the rest is half the trick: quiet the rest so the hero can shine.
Practice
Drag the pieces into place