The document discusses the application of Gestalt principles in web design, outlining key concepts like proximity, grouping, similarity, and figure-ground that influence user perception. It emphasizes the importance of visual elements' arrangement, continuity, color, symmetry, and simplicity for effective communication and design hierarchy. It provides examples of how these principles can be used to enhance user experience in interactive media.

1. Eye of the Beholder
Gestalt Principles Applied to Web Design
Gayle Christopher
@gchristo | gaylechristopher.com

2. Proximity/Grouping
•Things that are close together are perceived to be more related than things that
are spaced father apart.
•One of the first principles to impact perception
•Proximity overpowers similarity
•Only uniform connectedness overpowers proximity
Proximity overpowers similarity in color/contrast

3. Proximity/Grouping

4. Good Continuation
•Elements arranged on a line or curve are perceived to be more related
than elements not on the line or curve.
•All written language employs the principle of good continuation.
•Breadcrumbs, words in a paragraph, graphs, and linear arrangement
(vertical or horizontal) communicate relatedness.

5. Good Continuation

6. Similarity
•Visual elements that are similar in shape, size, color and direction are
perceived as part of a group.
•Different modes of similarity are not created equal.
•Color is the strongest way to suggest relationships.
•Used in links, icons, page content to suggest similar behavior, relatedness,
and reinforce content hierarchies to communicate context.
•Consistency in styling and content dimension is
important and implies structure.

7. Similarity

8. Figure-Ground
•Elements are perceived as either figures (elements of focus) or background.
•Human mind must rapidly decide which elements to focus on in a scene. This
ability allows us to determine what we should pay attention to and what we can
ignore even if it does provide context.
•Use color, shading, highlights to cue the viewer in
on what has focus and ground depth: buttons that
look like press-able buttons, links that change
on rollover, overlays that use shadow.

9. Figure-Ground

10. Common Fate
•We perceive elements moving in the same direction as being more
related than stationary objects or those moving in different directions.
example
•Humans recognize contrasting movement more so than color, contrast,
size or any other visual cue.
•Very automatic.
•Moving objects are perceived as
figure. Stationary objects are seen
as ground.
•Utilized in slide-out menus, tooltips,
to create associations between
elements on the page. example

11. Common Fate
Anti-common fate can be
used to increase visibility
and interaction with
visual elements such
as call-to-action areas.

12. Uniform Connectedness
•Uniform visual properties in visual elements cause them to be perceived
as more related. Causes us to perceive groups rather than individual things.
•Strongest of the Gestalt Principles of relatedness.
•All items inside an outline are considered related (as in a file folder).
•It is as simple as a bounding box. Other examples
are tabbed navigation and thought bubbles.

13. Uniform Connectedness

14. Symmetry
•Humans prefer symmetry over asymmetry. Symmetric forms tend to be seen as
figure rather than ground and are recalled better.
•Symmetric objects are associated with stability, consistency, and harmony.
•Asymmetric arrangements are more interesting but are associated with
negative feelings or impressions.

15. Symmetry Asymmetry

16. Closure
•Humans look for recognizable patterns and visually close gaps in a form.
•When the picture is incomplete, we use past experience, understanding, or
recognizable patterns to fill in the gaps.
•Some images are easier for the human mind to figure out: faces
•Closure also applies to movement, as in video production.
Th prchas of a hme s lkely th sngl mst mprtant fnancl dsisn y’ll evr mke.

17. Experience
•Humans will use prior knowledge in understanding visual elements.
•Common example: overlooking a misspelling because we know the word
•Utilize experience to make UI elements like icons.

18. Simplicity (Law of Prägnanz)
•Humans tend to interpret ambiguous or complex images as simple and complete.
•Simplest: fewer rather than more elements, symmetrical rather than asymmetrical
•People are better able to visually process and remember simple figures than
complex figures.
•Use symmetrical designs when efficiency of use is the priority. Asymmetrical
when interestingness is the priority.

19. Simplicity (Law of Prägnanz)
New twitter
Old twitter

20. Resources
Gestalt Theory in Interactive Media Design
Journal of Humanities & Social Sciences, 2008 Vol 2, Issue 1
Top 5 Laws of Perceptual Organization
Principles of Design
Interaction Design and Gestalt Principles
Six Gestalt Principles of Web Design
Gestalt Principles of Perceptual Organization
Close Relationship Between Gestalt Principles and Design
Universal Principles of Design ISBN-13: 978-1-59253-587-3