The gestalt laws of perception
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The gestalt laws of perception

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    The gestalt laws of perception The gestalt laws of perception Presentation Transcript

    • Gestalt Principles What does Gestalt mean?Gestalt , loosely translated into English, means “shape” or “form”
    • What do you see in this picture?
    • Octavio OcampoIn an image, we can study the relationship between its elements, separately ortogether, to develop the message we want to transmit to the receiver.
    • Octavio Ocampo“The whole is greater than the sum of the parts”This phrase is often used when explaining Gestalt principles.
    • Octavio OcampoWhat do you perceive in this picture?
    • We have to consider not just the single element but how the totality isperceived.That’s how we can define the Gestalt Principles, a matter of perception.
    • Octavio OcampoGestalt Principles are about perception and reality.
    • XWhat do you see in this picture?
    • Have you seen the letter X or four lines? Surely everyone has seen the same: the letter X Why? Because we tend to see shapes as simple as possibleGestalt principles help us understand the way we see.
    • A great example of that is the well-known painting Gala Contemplating the Mediterranean Sea by SalvatorDalí. Dalí painted a portrait of his wife Galas back. If you walk away twenty meters you can see a portrait of Abraham Lincoln.Principles of Gestalt can be helpful to find out how visual perceivingworks and why some images work better than others.
    • So we are going to see what the Gestalt Lawsare, which are its rules and why they are soimportant for designers.The close relationship between Gestalt Principles & Design
    • Why are Gestalt Laws so important?Gestalt Principles can really help in focusing attention andorganizing contents in an effective way.
    • The main Gestalt Laws are:Law of ProximityLaw of Similarity.Law of Figure and Ground.Law of ContinuityLaw of ClosureLaw of Simplicity
    • Law of ProximityElements that are placed close to each other will often beperceived as one group. When the dots are placed close to each other in groups, we tend to perceive 3 columns rather than a whole group of dots.
    • Law of ProximityElements that are placed close to each other will often beperceived as one group.
    • Law of ProximityElements that are placed close to each other will often beperceived as one group.
    • Law of Proximity applied to real design.Elements that are placed close to each other will often beperceived as one group. This is Mystery Islands logo, created by Gert van Duinen. In an easy and brilliant way the designer uses the proximity law to create a shape of an island and its reflection on the sea. This is the perfect combination of the brand name and the customer activity, dance music producer. The lines creating the island are clearly recognizable as equalizer lines.
    • Law of Proximity applied to real design.Elements that are placed close to each other will often beperceived as one group. Again, in the Foodmobile logo (Designer: ru_ferret) we can see a group of single objects, representing types of food (bread, fish, vegetables are clearly recognizable) which, grouped for proximity, create a car shape.
    • Law of SimilarityObjects that look alike, with similar components or attributes, are morelikely to be organised together. Objects are viewed in vertical rows because of their similar attributes.
    • Law of SimilarityObjects that look alike, with similar components or attributes, are morelikely to be organised together.
    • Law of SimilarityObjects that look alike, with similar components or attributes, are morelikely to be organised together. The visual part of the Capture logo (created by Quadrika) shares with the textual part a kind of viewfinder which is the same of the C and E letters.
    • Law of ContinuityObjects will be grouped as a whole if they are co-linear, or follow adirectionFor example, these dots arranged ina line are considered related In the image above we perceive a longelements.. “line” created from the lighter dots. On the other hand, the “line” created from the darker dots is perceived as interrupted.
    • Law of ContinuityObjects will be grouped as a whole if they are co-linear, or follow adirection
    • Law of ContinuityObjects will be grouped as a whole if they are co-linear, or follow adirection
    • Law of Continuity applied to real design.Objects will be grouped as a whole if they are co-linear, or follow adirection We can read the letters in the background but we imagine that its the same word as in the foreground.
    • Law of Figure and GroundViewers will perceive an object (figure) and a surface (ground) even in shapes aregrouped together.
    • Law of Figure and GroundViewers will perceive an object (figure) and a surface (ground) even in shapes aregrouped together.
    • Law of Figure and GroundViewers will perceive an object (figure) and a surface (ground) even in shapes aregrouped together.
    • Law of Figure and Ground applied to real design.Viewers will perceive an object (figure) and a surface (ground) even in shapes aregrouped together. By following the Figure-Ground Law in the Feathers & Fur logo, designed for a pet store from Lumo, the observer can recognize a parrot and a dog’s face into the mark.
    • Law of Figure and Ground applied to real design.Viewers will perceive an object (figure) and a surface (ground) even in shapes aregrouped together.
    • Law of ClosureIn perception there is the tendency to complete unfinishedobjects. We tend to ignore gaps and complete contour lines.
    • Law of ClosureIn perception there is the tendency to complete unfinishedobjects. We tend to ignore gaps and complete contour lines.
    • Law of Closure applied to real design.In perception there is the tendency to complete unfinishedobjects. We tend to ignore gaps and complete contour lines. An extremely famous logo based on closure is the WWF Panda.
    • Law of Closure applied to real design.In perception there is the tendency to complete unfinishedobjects. We tend to ignore gaps and complete contour lines. The IBM logo, composed by eight solid lines separated by empty space, is based on closure law. The three letters are not really there. Our brain perceives them by closing the letters shape.
    • Law of Pragnanz or SimplicityFigures are seen as their simple elements instead of complicatedshapes.
    • Law of Pragnanz or Simplicity applied to real design.Figures are seen as their simple elements instead of complicatedshapes.
    • End