5. Goals...
• introduce the fundamental concepts of visual gestalt that
underline the design structure
• examine and explain the theory of gestalt showing its
practical application to symbol and logo design
• discuss the function and symbol of logo design in the
graphic design field in terms of the relationship of form and
content
• apply the principles learned in future design projects in
layout, illustration etc.
6. The whole and the parts...
• Gestalt school of psychology began in Germany
around 1912, investigated how human beings see
and organize visual information into a meaningful
whole
• the conviction developed that the whole is
greater than the sum of its parts
• the whole cannot be perceived by a simple
addition of isolated parts, each part is
influenced by those around it
7. Whole...
• visual perception: the eye seeks a unified whole
• by knowing what connections the eye will draw for
itself, you eliminate clutter and produce a clearly
articulated design
8. GESTALT PRINCIPLES
• take advantage of they
way object, eye and
graphic creation
interweave
• powerful comment by
using similarity
• “ As in the Middle
Ages...so in the Third
Reich.”
9. Similarity
• Grouping by similarity occurs w
• when we see similar shapes, size, color, spatial location
( proximity ), angle or value
• in a group of similar objects we will notice a dissimilar
shape
• acknowledge similarity first before we can see the
dissimilarity
• the eye will notice and group similarities while
separating the differences
10.
11.
12.
13.
14.
15. Proximity
• Grouping by similarity in a spatial location
• nearness
• the closer two visual elements are, the more likely
we see them as a group
• the proximity of lines and edges makes it easier for
the eye to group them to form a figure
16.
17. Continuation
• the viewer’s eye will follow along a line or curve
• occurs when the eye is carried smoothly into a
line or curve that links adjoining objects
• in layout, used extensively to unite various
elements, often by placing them along invisible
grid lines
18.
19.
20. • shapes that are not interrupted but form a
harmonious relationship please the eye
21. Closure
• Familiar shapes are more readily seen as complete
than incomplete
• when the eye completes the line or a curve in
order to form a familiar shape, closure has
occurred
• closure is sometimes accompanied by a
realization/acknowledgment
• active conceptual participation by the viewer
to achieve an intellectual closure
22.
23. Figure / Ground
• the fundamental law of perception that makes it possible to
discern objects; positive and negative space relationship
• the eye and the mind separates the object ( figure ) from
its surroundings ( ground )
• often, the relationship between figure and ground is
ambiguous and dynamic, offering more than one solution
to the searching eye
24.
25. • Gestalt relationships in graphic design are always intended to help
structure an appropriate communication
• the most structurally beautiful design is not successful if it fails to present
the subject appropriately
• the figure / ground is crucial to shaping a strong design
• designer must be aware of creating shapes in the left over ground
everytime you create a figure
26. TRADEMARKS
• the interplay of Gestalt principles occurs in all
aspects of design but is clearest in the creation
of a logo and symbol trademarks
• form and function are closely related
27. Functions
• identity, coat of arms, housemarks, product
marks, services,
• is a unique symbol or mark to distinguish a
product from others, protect from imitation,
increase brand recognition, announce products
and services
• consumers come to rely on the quality
associated with a trademark and are willing to
try new products identified with the
recognized trademark
28.
29.
30.
31.
32. MAKING “MARKS”
• A trademark is created by a designer, but made
by a corporation...
• must refelect the product
• research
* must remain strong, legible in all circumstances
* must reproduce well in color
* simplicity is still a virtue, easier to remember
33. Symbol
• something that suggest something else by reason,
relationship, association, convention, resemblance
• is a type of trademark to represent a company or
product
• Advantages;
• original construction
• simple results in quick recognition
• a strong association that colors the symbol ‘s
34. • semiotics shows how an image achieves a
culturally accepted meaning that goes beyond
its recognizable shape
• an icon that bears a direct relationshhip to
the object described
• a sign that bears a direct relationship to the
object without SIMPLY showing the object
35. Logos
• a unique symbol containing type and images
that represent a product or a company
