1.) Similar to the action of maximizing an aspect of something or someone, though most appropriate when referring to an aspect that cannot be measured with numbers alone (ie. "fun", "boredom" and "gayness" cannot be measured conventionally).
To make something ordinary, extraordinary by making it more vibrant and colorful. From Coldplay's new album Mylo Xyloto where the album cover is very vibrant and one of it's themes is to make something bland into something interesting.