The document discusses design principles related to establishing an emphasis or focal point. It defines a focal point as the element in an image or design that attracts attention and encourages viewing. There are several ways to achieve emphasis through a focal point, including contrast, isolation, and placement of the focal point. Too many focal points can lead to visual confusion. Proper use of a strong, well-placed focal point is important for catching a viewer's attention in the many images they see each day.