Punctum is a concept introduced by the French philosopher and photographer Roland Barthes in his book "Camera Lucida." It refers to the emotional impact or personal connection that a photograph can evoke in the viewer. Unlike the studium, which encompasses the general cultural and historical context of an image, punctum is the specific detail that captures attention and elicits a strong, often subjective response. This detail can be anything from a facial expression to an unexpected element in the composition. Punctum is unique to each viewer, as it reflects individual experiences and memories. It highlights how photographs can resonate on a deeper level, making them more than just visual representations.