Gestalt visual communication

Aoccdrnig to rseearch at Cmabrigde
Uinervtisy, it deosn’t mttaer in what oredr
the ltteers in a word are, the olny iprmoatnt
tihng is that the frist and lsat ltteer be at the
rghit pclae. The rset can be a total mses and
you can sitll raed it wouthit porbelm. This is
bcuseae the huamn mnid deos not raed
ervey lteter by istlef, but the word as a
wlohe.
Abeer Hasani n 2015-2016

Aoccdrnig to rseearch at Cmabrigde
Uinervtisy, it deosn’t mttaer in what oredr
the ltteers in a word are, the olny iprmoatnt
tihng is that the frist and lsat ltteer be at the
rghit pclae.
The rset can be a total mses and you can
sitll raed it wouthit porbelm. This is bcuseae
the huamn mnid deos not raed ervey lteter
by istlef, but the word as a wlohe.

How we see …. What we see …!
Visual
Perception‫نرى‬ ‫ماذا‬
‫نرى‬ ‫كيف‬

Brain
Visual elements relationship
Mental explanation
Understanding
Perception
How you see?
The perception of the objects
Visual Sensation
What you see?
The reality of the objects, and units
Visual organic
Mechanism of eye and brain relationship
Physical explanation
Looking at the visual elements
Visual Communication
‫اإلدراك‬ ‫اإلحساس‬
‫نرى‬ ‫ماذا‬‫نرى‬ ‫كيف‬
‫المخ‬
‫البصرية‬ ‫العناصر‬ ‫عالقات‬
‫عقلي‬ ‫تفسير‬
‫تفهم‬
‫اإلبصار‬ ‫عضو‬
‫معا‬ ‫والمخ‬ ‫العين‬ ‫إعمال‬ ‫عالقة‬
‫فيزيائي‬ ‫تفسير‬
‫البصرية‬ ‫العناصر‬ ‫رؤية‬

Visual Perception
Tell
Observe
LookFunthingsinvisualperception

Tell
Observe
LookFunthingsinthevisualperceptionVisual Perception

Tell
Observe
LookFunthingsinthevisualperceptionVisual Perception
Perception of objects is
far more constant or
stable than retinal
images.
If we relied only on the
retinal images for visual
perception, we would
always be conscious of
people growing physically
bigger when they come
closer.
‫الشبكية‬ ‫الصورة‬ ‫من‬ ً‫ا‬‫ثبات‬ ‫أكثر‬ ‫األشياء‬ ‫تصور‬ ‫إن‬
‫منه‬ ‫اإلقتراب‬ ‫عند‬ ‫بالفعل‬ ‫ينمو‬ ‫الشيء‬ ‫أو‬ ‫الشخص‬ ‫ندرك‬ ‫ال‬ ‫أننا‬ ‫حيث‬

Why do some elements of the visual field
appear differently than its real look.
?
As inventions start w ith w ants
Exploring starts w ith w hys???
One of the most important theories and
methods of studying visual perception
In German language gestalt means form, shape, or whole configuration.
Visual Communication
The Gestalt Theory
Why do some elements of the visual field form
the unified figure and others become ground.
‫الكلية‬ ‫البصرية‬ ‫الصفات‬ ‫أو‬ ، ‫الهيئة‬ ‫أو‬ ‫الشكل‬
‫الجشتالت‬ ‫نظرية‬
‫اإلختراع‬‫يبدأ‬‫بالحاجة‬
‫واإلكتشافات‬‫تبدأ‬‫بالتساؤالت‬

Originated in Germany 1910 by three of German psychologists
(Max Wertheimer, Kurt Koffka, and Wolfgang Kohler)
They studied patterns of stimuli and observed the manner in which
some stimuli appeared to be grouped together with figure-like
qualities.
The Gestalt psychology emphasizes the unique role of the overall
structure and relationship between components in producing
perceptual organization.
Focused on the mind’s perceptive process
The Gestalt Theory
The way of seeing ‫الرؤية‬ ‫أسلوب‬
‫النفس‬ ‫علم‬ ‫يؤكد‬‫الهيكل‬ ‫دور‬ ‫على‬ ‫الجشطالتي‬‫إنتاج‬ ‫في‬ ‫المكونات‬ ‫بين‬ ‫والعالقة‬ ‫العام‬‫منظ‬‫ومة‬
‫اإلدراك‬‫الحسي‬
‫لألشكال‬ ‫العقلي‬ ‫اإلدراك‬ ‫عملية‬ ‫علي‬ ‫تركز‬

The Gestalt Theory
The basic principle
The whole is greater than the sum of its parts.
People perceive objects as wholes, as when we
see a triangle not as three lines and three angles
Identification of the figural properties that
enable the perception of form to emerge
Organizing tendencies to perceive the visual
field on the basis of the arrangement and
relative location of elements
The most important contribution
‫وإدراكه‬ ‫الشكل‬ ‫بزوغ‬ ‫تحفز‬ ‫التي‬ ‫الشكلية‬ ‫السمات‬ ‫تمييز‬
‫للعناصر‬ ‫النسبي‬ ‫الترتيب‬ ‫أساس‬ ‫علي‬ ‫البصري‬ ‫المجال‬ ‫إدراك‬ ‫على‬ ‫تحفز‬
‫أجزائة‬ ‫مجموع‬ ‫من‬ ‫أكبر‬ ‫الكل‬
‫مكوناتها‬ ‫وليست‬ ‫العامة‬ ‫الهيئة‬ ‫ويدركون‬ ‫األشياء‬ ‫إلي‬ ‫ينظرون‬ ‫األفراد‬

The Gestalt Theory
The basic principle
The whole is greater than the sum of its parts
People perceive objects as wholes, as when we
see a triangle not as three lines and three angles
The most important contribution
‫أجزائة‬ ‫مجموع‬ ‫من‬ ‫أكبر‬ ‫الكل‬
‫مكوناتها‬ ‫وليست‬ ‫العامة‬ ‫الهيئة‬ ‫ويدركون‬ ‫األشياء‬ ‫إلي‬ ‫ينظرون‬ ‫األفراد‬

Emergence
The dog is not recognized by first identifying its parts (feet,
ears, nose, tail, etc.). The dog is perceived as a whole, all at
once.
The Gestalt Theory
The key properties of Gestalt systems are

Constructive
It is the generative aspect of perception, or the subjective
contour.
The Gestalt Theory

The Gestalt Theory
Prägnanz (conciseness): describes how we organize our
perceptions into the simplest possible experience, and how we
organize our perception in terms of foreground objects or figures
which are clearly defined.

The Gestalt Theory
Prägnanz (conciseness): suggests that in perceiving a visual
field, some objects take a prominent role (the figures) while
others recede into the background (the ground). The visual field
is thus divided into these two basic parts.

The Gestalt Theory
Laws of Gestalt theory
Proximity: Elements tend to be grouped together
According to their nearness.
Similarity: Objects with similar attributes (such as shape,
color, size, or brightness) are perceived as group or
belonging together.

The Gestalt Theory
Closure: Items are grouped together if they tend to
complete some entity and/ or a pattern.

The Gestalt Theory
Common Fate: Elements with the same moving
direction are seen as a unit.

The Gestalt Theory
Continuity: The mind continues a pattern, even after it
stops.

The Gestalt Theory
Symmetry: Symmetrical images are seen as belonging
together regardless of their distance.
- explain our tendencies to perceive symmetric objects as
figure over ground
{ } [ { ]
}

Multi-stability
It is the tendency of ambiguous perceptual
experiences to pop back and forth unstably
between two or more alternative interpretation
The Gestalt Theory
The properties of Symmetry law

The Gestalt Theory
Multi-stability
It is the tendency of ambiguous perceptual
experiences to pop back and forth unstably
between two or more alternative interpretation
The properties of Symmetry law

The Gestalt Theory
The properties of Color Interaction
Consider how colors behave when they get together, Colors may
change in appearance depending on their surroundings.

The Gestalt Theory
Our eyes perceive a visual mix. This mix will differ depending on the proportions of
allocated areas and the relation to the surroundings colors.
Color and Texture
When color is combined with texture, different effects come into play and can affect
your choice of fonts and their color and effects.
Do all of the inner colors look the same in different background color?
Color and background

The Gestalt Theory
Color Temperature

The Gestalt Theory
Color Temperature
According to Gestalt Theory, the color
temperatures affect us psychologically and
perceptually. They help determine how objects
appear positioned in space. Cool colors are said
to recede, they appear farther from the observer.
Warm colors are said to advance, they appear
closer to the observer.

The usable main factors or
elements of these Gestalt laws are:
Shapes, color, light position (shade,
brightness), and position of seeing
(shape or site).
Gestalt laws related to visual perception are used through the act of imagining & thinking.
Visual perception of design-idea
exploration lies in three phases:
factual visual apprehension of forms
appreciative judgments of characteristic
comprehension of spatial gestalts
The Gestalt Theory
How designers deal with Gestalt?
‫تتعلق‬‫أكتر‬‫باإلدراك‬‫البصري‬‫المستخدم‬‫من‬‫خالل‬‫قانون‬‫التخيل‬‫والتفكير‬

To get a preconceived idea about how to manipulate
visual elements (shapes color, light position and
position of seeing)
For designers
To reach creative design ideas
To be able to draw the ideas, say them, and write
them
To have a good knowledge of how people see and
think and feel within using the design, space, and
product
The Gestalt Theory
Why designers deal with Gestalt?
1.

For designers
Creative
Thoughts
The Gestalt Theory
1.
Gestalt
Laws Good Design

To have good tools of communication language
that could convince the client to accept the idea
which should on one hand meet their aesthetic
values, and functions, and on the other hand,
meet their expectations and their budget (creative
design ideas, good presentations and the right visual,
and verbal explanation)
For the Clients
The Gestalt Theory
2.

To create good design which fulfills the balance
between the users’ aesthetic needs and their
physical needs.
To create a good product-user interaction and good
space-user interaction for the user to perceive the
right atmosphere in the right place with the right
activity
Museum, hospital, clinic, living room, products...etc.
For Users
The Gestalt Theory
3.

The foregoing phases of gestalt visual perception
occur during the interaction between the mind of the
designer and drawings or models, when the
designer faces design problems within a project.
It is used when presenting the drawings and the
design ideas within gestalt and visual perception
theories as a persuasive tool in the presentation for
the client.
The Gestalt Theory
When designers deal with Gestalt?
Consequently, using Gestalt principles as visual
perception processes begin with the starting of the
exploration of design ideas and proposed forms.

GOOD
LUCK

Gestalt visual communication

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