Emphasis

Use a hook to get the reader's attention. Anything from an interesting photo or graphic to a pull-quote isolated in a column of white space can catch the reader's eye.

When we communicate orally, we emphasize ideas by changing our tone of voice. In layout, a hook serves the same purpose. It tells the reader that something is important. Emphasis can be created in different ways. Text in a large point size, for example, shouts at the reader: "I'm important! Read me now."

You're only limited by your imagination.