Emphasis is the special importance, value, or prominence given to an element. It can be achieved with size, weight, position, color, shape, and style. Emphasis is often confused with contrast. Contrast creates the difference between two items, while emphasis enhances the perception of one item and makes it a focal point of users' attention.

Why is emphasis important? According to the Von Restorff effect, or Isolation effect, people most likely remember an object that differs from the rest when multiple similar objects are present.^[1]

Designers use emphasis to create a visual hierarchy within a product by making sure the most important element, like CTA, on a page is emphasized more than the others.