ArtScroll is best identified through the "hallmark features" of its design elements such as typeface and layout, through which "ArtScroll books constitute a field of visual interaction that enables and encourages the reader to navigate the text in particular ways." The emphasis on design and layout can be understood "as a strategy on the part of the publisher to achieve a range of cognitive as well as esthetic effects." The name ArtScroll was chosen for the publishing company to emphasize the visual appeal of the books.