![]() ![]() The FedEx logo applied this principle to emphasize both its brand and what it does. The law of figure-ground describes how the human eye can separate an object (or figure) from the surrounding area (or ground). ![]() Mastercard’s logo is a great example since the eye easily moves from one interlocking circle to the other thanks to the overlapping orange region. For this to be effective, the eye must move naturally from one object to the other without something breaking the continuity. The law of continuity describes how objects that look different but are similarly aligned will be seen as a whole. ClosureĪccording to the law of closure, people fill in missing information or gaps to see an object as a whole.įor example, when looking at the World Wildlife Fund’s logo, your brain will naturally perceive the cluster of black shapes set against a white background as a panda. Rather than see eight distinct U-shaped figures, you perceive the word "sun" four times, with the letter "S" broken into two parts. Sun Microsystems’ logo is an excellent example of the law of similarity. The law of similarity states that when objects look similar, they will be perceived as one object or as a part of the same group. But because they are in close proximity, you recognize the whole "U" figure. The law of proximity states that objects placed in proximity to one another will be seen as a group rather than as individual parts.įor example, Univer’s logo has 25 distinct icons. Let’s briefly define the five major principles below. Since each principle aimed to describe how people made order out of the disorder around them, the group of German psychologists named them "Gestalt" laws - which is German for "unified whole." ![]() Based on this foundational belief, they created a set of principles to explain how people organize and interpret visual data. Psychologists Max Wertheimer, Wolfgang Köhler, and Kurt Koffka argued that this was an innate disposition of the human mind. Gestalt laws are a set of psychological principles based on the idea that humans have a natural inclination to perceive patterns in the world around them. Let’s take a closer look at these laws as a whole. They can help your visitors understand what they’re seeing, find what they’re looking for, and take action. Gestalt laws like the lay of proximity are fundamental in user experience (UX) design. That’s because the three rows of shapes on the left are close together, while the row of shapes on the right is further away. This principle applies even if the elements differ in color, shape, size, or other characteristics.īelow is an illustration of the law of proximity.Īccording to this principle, you’ll see the three rows of shapes on the left as belonging to one group, despite the fact that some are different colors.Īnd you’ll see the row of shapes on the right as belonging to a separate group, despite the fact that they are the same size and color as the majority of shapes on the left. When our eyes see those images on the website, the Proximity of the shapes or objects will make us understand that those objects or shapes are part of one group, and the Similarity of the repeated patterns will reinforce their meaning and transmit their message to the visitors.The law of proximity is a principle in Gestalt psychology that describes how the human eye perceives elements that are close together as more related than elements that are further apart. But some principles should be there, or better saying, all the necessary principles should be there, to transform the piece of images you create into perfect communication tools.įor example, the principle of Similarity and the principle of Proximity, which we talked about in the last post, could be perfect guidance for designing form fields, checkboxes, or buttons in web design. This does not mean that they all need to be present in your drawing. You do not use one principle to eliminate the others. It is essential to affirm that all the principles of the Gestalt Theory work together. The Principle of Similarity helps us to create visually unified elements in graphic design. Understanding the use of those principles is essential for all graphic designers because they help us organise the space where we create our images and clear the way for visitors to read, understand and be impacted by our message. Today we will examine the Similarity Principle in the Gestalt Theory. You can be directed to the previous posts on the last articles in this series: 1) Basic Design Principles, 2) How Our Minds React to What We See and 3) The Proximity Principle. Welcome to our sequence of posts on the Gestalt Theory in web and graphic design. “The whole is other than the sum of the parts” ![]()
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