Imagine you’re on a commuter train, skimming the front page of a daily newspaper. What piques your interest and makes you want to look more closely? If you answered contrast, you’re right.

One of the four basic design principles , contrast is an effective way to add visual interest and create an organizational hierarchy among different design elements. For contrast to be effective, it must be strong.

Let’s explore ways to create contrast and pique audiences’ interest.

Contrast draws the eye in and serves two purposes:

Contrast occurs when two (or more) elements are different—very different.

Nearly everyone has played the game in which one person says something, asking you to respond with the opposite.

Big? Little.

Graceful? Bold.

Rough? Smooth.

Horizontal? Vertical.

Narrow? Wide.

You get the idea.

Take a look at these two newsletter layouts. Which would you pick up and read? Why? Both have the same basic layout. Both are simple and neat. Both convey the same information. The only real difference between them is that the one on the right has more contrast.

The contrast stems from stronger, bolder type in the headlines and subheads. The black band behind the main title further reinforces the contrast.

Here are two different resumés. Both present key information about the candidate; however, the one on the left is bland. If recruiters wish to read it, they will, but it certainly doesn’t command attention. Note the different alignments, too: centred and flush left. Spacing between the different sections is too similar, and the layout is inconsistent. Sometimes the dates are on the left; other times, they’re on the right. Job titles and company names don’t really stand out.

These issues are addressed on the right. With the exception of the candidate’s contact information, there’s a single alignment: flush left. The headings are stronger, and icons and lines set them off even more from the body text. Spacing between the sections and individual entries is greater, too. Dates appear in italics, so they stand apart from the text immediately before and immediately after. Use of a pipe, rather than a comma, further separates titles from companies and credentials from schools. Although subtle, these adjustments achieve greater contrast and, by extension, greater impact.

As these examples illustrate, contrast plays a key role in organizing information. Audiences should always be able to glance at a design and immediately glean what’s happening.

There are myriad ways to add contrast to a design, but remember: go big, or go home. It’s all or nothing. Black text with brown headlines won’t do. If you’re going to add contrast, do it with strength. Go on, call attention to your designs!