Emphasis in Design: A Case Study

Introduction

Emphasis in design refers to the deliberate use of visual elements to draw attention to a specific area or message within a composition. This principle is essential for guiding the viewer’s eye and ensuring that the most critical information stands out. Designers achieve emphasis through contrast, scale, color, alignment, and placement. This case study examines the use of emphasis in the iconic “Think Small” advertising campaign by Volkswagen, a masterful example of how emphasis can drive communication and creativity.

Background

In the late 1950s, Volkswagen entered the U.S. market, dominated by large, flashy American cars. The company needed a campaign that would challenge prevailing consumer perceptions and establish the Beetle as a practical, reliable, and desirable choice. Volkswagen partnered with the advertising agency Doyle Dane Bernbach (DDB), resulting in the legendary “Think Small” campaign.

Implementation of Emphasis

1. Visual Contrast
   DDB used contrast to emphasize the Beetle in a market filled with imagery of oversized, colorful cars. The ads featured a minimalistic black-and-white design, with a small Beetle set against a large expanse of white space. This stark contrast immediately drew attention to the car, highlighting its modest size and unique character in a world of excess.
2. Typography and Hierarchy
   The headline, “Think Small”, was displayed prominently in bold, sans-serif type at the top of the page. Its placement and size created immediate visual emphasis, setting the tone of the ad and aligning with its minimalist message. Below the headline, smaller body text provided additional context, allowing the reader to focus first on the headline and then explore the details.
3. Placement and Scale
   The Beetle itself was deliberately placed in the upper-left corner of the layout, a position that diverged from traditional advertising norms of centering the product. Its small size emphasized the campaign’s message—challenging the viewer to rethink the traditional notion of “bigger is better.”
4. Strategic Use of Negative Space
   The surrounding white space amplified the smallness of the car and the simplicity of the message. By de-emphasizing everything else, DDB directed the viewer’s attention solely to the Beetle and the message it symbolized.
5. Consistent Visual Language
   The repetition of this design strategy across multiple ads in the campaign reinforced the emphasis on simplicity and reliability. Each ad used the same approach, ensuring the Beetle and its philosophy remained the focal point.

Outcomes and Impact

1. Changed Consumer Perceptions
   The campaign successfully shifted perceptions of the Beetle from a quirky, foreign car to a desirable product. By emphasizing its practicality and reliability, Volkswagen resonated with an audience that was beginning to value efficiency over extravagance.
2. Industry Recognition
   “Think Small” became one of the most celebrated advertising campaigns of all time, often cited as a turning point in the industry for its innovative use of design principles like emphasis and simplicity.
3. Increased Sales
   The campaign helped Volkswagen achieve a significant boost in U.S. sales, cementing the Beetle’s place as one of the best-selling cars of its era.
4. Long-Term Brand Identity
   By using emphasis to tell a story of modesty and efficiency, the campaign established a brand identity that continues to influence Volkswagen’s marketing today.

Conclusion

The “Think Small” campaign by Volkswagen demonstrates how emphasis in design can be used to challenge conventions, highlight key messages, and create memorable visual experiences. By leveraging contrast, scale, typography, and negative space, the campaign ensured that the Beetle—and its story—stood out in a crowded and competitive marketplace. This case study underscores the importance of emphasis as a tool not only for visual impact but also for shaping brand narratives and influencing consumer behavior.