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Gestalt for Visual Design


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presentation for U.Idaho business writing course

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Gestalt for Visual Design

  1. 1. gestalt for visual design (“unified whole”)
  2. 2. Gestalt Effect –the brain’s innate organizing tendencies allow us to perceive things as organized wholes rather than individual elements.
  3. 3. Gestalt Design Principles • Focal Point (a.k.a. visual hierarchy) • Figure/Ground Relationship • Similarity • Continuity • Closure • Proximity and Alignment
  4. 4. Principle of Focal Point The eye should be drawn first to the most important thing on the page.
  5. 5. Create visual hierarchy/focal points through use of contrast (by size, placement, or color). poor contrast better contrast through use of color
  6. 6. Principle of Figure/Ground Relationship We see things either as figures, or as background, and we involuntarily attempt to find figures in backgrounds – one of the most important elements of perception.
  7. 7. You can play with this inherent tendency in graphic design.
  8. 8. Principle of Similarity Objects that are similar will be grouped by the mind as part of a group. Violating this principle draws attention.
  9. 9. The brain will involuntarily complete an image (get the viewer involved). Principle of Closure
  10. 10. Principle of Continuity The eye is inclined to follow a direction created by/in a visual field.
  11. 11. Principle of Proximity/Alignment
  12. 12. Someone failed to consider proximity…
  13. 13. What gestalt principles are operating in the following PSAs?