blikkfang

Blikkfang is a noun used in Norwegian (and appears in cognate forms in Danish and Swedish) to describe a visual element designed to attract attention. The term literally means “eye-catcher” or “glance-catching” and refers to features that stand out within a design, layout, or display.

In practice, blikkfang can be a graphic, a photograph, a bold headline, a distinctive color, or an overall layout that draws the observer’s gaze toward a specific message or product. It is commonly employed in advertising, packaging, signage, web design, and exhibition design to establish focal points and improve message readability.

Designers use the concept of blikkfang by applying visual hierarchy principles: contrast in color or size, unique imagery, typographic emphasis, and deliberate placement. At the same time, a blikkfang should not overwhelm the surrounding content; it should complement the overall branding and maintain accessibility and legibility across media.

Linguistically, the term is closely related to cognate words in Scandinavian languages and carries a similar meaning in Danish and Swedish contexts. While not a technical term with a universal definition, blikkfang is commonly described in marketing and design guidelines as the element that captures attention and directs the viewer’s focus.