THE LETTER
15 Emphasis using contrasting sizes

A BROAD RANGE OF SIZES is an easy way to indicate emphasis; however, other factors come into play (see “Theory of Relativity I” on page 56). Weight, size, and character width (compressed versus expanded, for example) can affect the level of emphasis as well.

Project
Cover

Art Director
Arem Duplessis

Art Director, Designer
Gail Bichler

Designer
Gail Bichler

Client
The New York Times Magazine

The contrasting sizes of the words of the headline highlight the Why, the key word in the title.

Project
Single page

Design Director
Carla Frank

Designer
Chloe Weiss

Client
O, The Oprah Magazine

The emphasis is on BALANCE with a larger size of caps. The airy composition allows the shape of the artwork to hold court and to maximize the impossible balance of the peacock on the chair.

Project
Back, Back, Back

Company
SpotCo

Designer
Gail Anderson

Client
Manhattan Theater Club

The headline treatment of receding sizes of the same word creates a three-dimensional illusion of the ball traveling through space.