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Emphasis
Completion requirements
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Intensity
Emphasis is the point of initial eye contact. From this spot, all other eye movements flow. Emphasis is therefore the formulation of a focal point, with all else in the display subordinate. There should be emphasis in all displays. This can be by virtue of the focal point’s size, colour or position. The merchandise is the focal point in a majority of displays.
Eye movement is from left to right.
When planning a display, consider the following points concerning emphasis:
A display needs to emphasise a theme or mood, such as the use of sports equipment, work equipment or leisure equipment set up in a lifelike situation. Themes may also depict seasons, anniversaries, celebrations, holidays and other special store events. All elements in a display must then reinforce one other and emphasise the mood created.
Optical Centre/Left to Right
The focal point is the small square. The eye movement is from the square to the space below the dashed line.
The focal point is in the upper left and eye movement is to the lower right.
