Mater of Arts in Communication Design

WEB DESIGN
Gestalt
Gestalt (applied to design)
Visual perception theory
"The whole is other than the sum of the parts"
Kurt Koffka

Gestalt

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Zeotrope

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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Gestalt

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Gestalt

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Gestalt

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S.Dalì, 1935, Mae West

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt
Principle of form perception

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt grouping

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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The law of proximity posits that when we
perceive a collection of objects, we will see
objects close to each other as form...
Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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The law of symmetry captures the idea that
when we perceive objects we tend to
perceive them as symmetrical shapes that
fo...
Similarity occurs when objects look
similar to one another. People often perceive
them as a group or pattern.

Gestalt

WE...
Opera
Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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When similarity occurs, an object can be
emphasised if it is dissimilar to the others.
This is called anomally.

The figur...
Aka common fate

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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The law of closure posits that we
perceptually close up, or complete, objects
that are not, in fact, complete.

Gestalt

W...
Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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Closure: let’s use it!

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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Continuation occurs when the eye is
compelled to move through one object and
continue to another object.

Gestalt

WEB DES...
Aka good curve

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Aka good figure

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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The figure & ground phenomenon captures the idea
that in perceiving a visual field, some objects take a
prominent role (th...
Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Experience

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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Maurits Cornelis Escher
(Leeuwarden, 17 giugno 1898 – Laren, 27 marzo 1972)

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

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Ambiguity

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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You should always start with the container, or the overall
structural shell of a design.
Forget the details and individual...
Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

46
Roberto Dadda
www.dadda.it
roberto@dadda.it
+39 338 775 22 03
Twitter, facebook, linkedin: robertodadda

Gestalt

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Gestalt

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Gestalt elements for web designers

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Gestalt

  1. 1. Mater of Arts in Communication Design WEB DESIGN Gestalt
  2. 2. Gestalt (applied to design) Visual perception theory "The whole is other than the sum of the parts" Kurt Koffka Gestalt WEB DESIGN NABA 2014 Roberto DADDA 2
  3. 3. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 3
  4. 4. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 4
  5. 5. Zeotrope Gestalt WEB DESIGN NABA 2014 Roberto DADDA 5
  6. 6. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 6
  7. 7. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 7
  8. 8. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 8
  9. 9. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 9
  10. 10. S.Dalì, 1935, Mae West Gestalt WEB DESIGN NABA 2014 Roberto DADDA 10
  11. 11. Gestalt Principle of form perception Gestalt WEB DESIGN NABA 2014 Roberto DADDA 11
  12. 12. Gestalt grouping Gestalt WEB DESIGN NABA 2014 Roberto DADDA 12
  13. 13. The law of proximity posits that when we perceive a collection of objects, we will see objects close to each other as forming a group. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 13
  14. 14. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 14
  15. 15. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 15
  16. 16. The law of symmetry captures the idea that when we perceive objects we tend to perceive them as symmetrical shapes that form around their centre. [ Gestalt ][ ][ WEB DESIGN NABA 2014 Roberto DADDA ] 16
  17. 17. Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 17
  18. 18. Opera Gestalt WEB DESIGN NABA 2014 Roberto DADDA 18
  19. 19. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 19
  20. 20. When similarity occurs, an object can be emphasised if it is dissimilar to the others. This is called anomally. The figure on the far right becomes a focal point because it is dissimilar to the other shapes. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 20
  21. 21. Aka common fate Gestalt WEB DESIGN NABA 2014 Roberto DADDA 21
  22. 22. The law of closure posits that we perceptually close up, or complete, objects that are not, in fact, complete. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 22
  23. 23. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 23
  24. 24. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 24
  25. 25. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 25
  26. 26. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 26
  27. 27. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 27
  28. 28. Closure: let’s use it! Gestalt WEB DESIGN NABA 2014 Roberto DADDA 28
  29. 29. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 29
  30. 30. Continuation occurs when the eye is compelled to move through one object and continue to another object. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 30
  31. 31. Aka good curve Gestalt WEB DESIGN NABA 2014 Roberto DADDA 31
  32. 32. Aka good figure Gestalt WEB DESIGN NABA 2014 Roberto DADDA 32
  33. 33. The figure & ground phenomenon captures the idea that in perceiving a visual field, some objects take a prominent role (the figures) while others recede into the background (the ground). Edgar Rubin Figure-ground ambiguities. (a) Ambiguous face–vase (31). (b) Normally, trees are seen as figure, and the space between as ground. However, when the space is attended, or when it has a meaningful shape, it also can be seen as figure. (Courier & Ives, ca. 1835). Gestalt WEB DESIGN NABA 2014 Roberto DADDA 33
  34. 34. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 34
  35. 35. Experience Gestalt WEB DESIGN NABA 2014 Roberto DADDA 35
  36. 36. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 36
  37. 37. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 37
  38. 38. Maurits Cornelis Escher (Leeuwarden, 17 giugno 1898 – Laren, 27 marzo 1972) Gestalt WEB DESIGN NABA 2014 Roberto DADDA 38
  39. 39. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 39
  40. 40. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 40
  41. 41. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 41
  42. 42. Ambiguity Gestalt WEB DESIGN NABA 2014 Roberto DADDA 42
  43. 43. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 43
  44. 44. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 44
  45. 45. You should always start with the container, or the overall structural shell of a design. Forget the details and individual components for now. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 45
  46. 46. Gestalt WEB DESIGN NABA 2014 Roberto DADDA 46
  47. 47. Roberto Dadda www.dadda.it roberto@dadda.it +39 338 775 22 03 Twitter, facebook, linkedin: robertodadda Gestalt WEB DESIGN NABA 2014 Roberto DADDA 47
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