This document discusses space as a design element, including positive and negative space. Positive space is where design elements are placed, while negative space is the inverse - areas without elements that allow white space to become part of the design. Good use of space balances positive and negative areas. Gestalt principles like proximity, continuity, closure, and figure-ground help define relationships between elements and negative space to influence perception and create unity in design.

1. Design Element #3
Space

2. Define Space as a Design Element
 Space can be looked at the area of the page that is utilized
 Positive Space is the placement of elements within whitespace
 Negative space is the inverse where design is created by removing elements and
shapes from color allowing white space to become the design
 Shading can cause an 2D space to look more like a 3D area
 Linear perspective can also provide the appearance of 3D space in an otherwise flat
work document
 The space and its appearance can also be described as the “Form” of the design

3. Positive Space
 The main area where design is applied
 Some form of material is being applied to
the work surface
 Ink, toner, coating, vinyl
 Uses contrast between the applied design
area and the background to catch the
viewers attention
 Dark areas of the design are stronger and
more visible than light areas of the design

4. Negative Space
 Part of a design created by the removal of
positive content
 Etching, laser removal
 Connects to the background of a design
 Generally a more subtle design component
 Negative space is different than just adding
white on top of a positive design component

5. Incorporation of Negative Space

6. Positive and Negative Space in Contrast
What do you see in each?

7. What is the positive / negative design
trying to communicate?

8. Positive vs Negative
 Positive design links directly to the subject and tends to be more active,
dynamic, and motivating.
 Ex. Think of the flowers in a landscape
 Negative design links to the background and area around the subject and
tends to be more subtle
 Ex. Think about the opening in between a mug and its handle

9. Why have negative space?
 A design can be thought of negatively if there is too much
stuff and appears busy or confusing (people don’t like it
when design is too crowded)
 Negative space gives the subject content room and
greater definition
 You can’t have one without the other: Think “Ying and
Yang”, creates balance

10. Too busy – not enough negative space

11. Too empty – not enough content (positive)

12. Good balance of
positive and
negative space

13. What do you see?

14. Gestalt Principles
 These are the laws that define our Perception and work to
create “Unity”
 Define the following:
 Proximity –
 Continuity –
 Closure –
 Similarity –
 Figure/Ground -
The relationship between negative and positive is influenced by the proximity of elements to each other.
Proximity refers to the principle of grouping; when we see objects close to each other we tend to relate
them to each other and classify them as a group even if things are different. Negative space can help
define a group and change how the audience associates what is together or apart.
The perception of elements that are on a line or curve are more related than elements that are not on a
line or curve.
The use of spaces or gaps in between positive spaces to create the illusion of an existing image. It is like
giving clues to the viewer, allowing them to fill in the gaps themselves to get the message. If elements are
too vague they can lose their effectiveness.
The linking of objects that are similar to one another, and the concept that they serve a similar funciton
This directly relates to the relationship between positive and negative space where the “Figure” is
the focus or Positive and the “Ground” is the surroundings or Negative. Our eye is generally draw
to positive shapes automatically, proper use of negative space can make the positive more effective

15. Gestalt in Action – “Proximity”
How is Walmart applying the principle of Proximity on their website?

16. Gestalt in Action – “Proximity”
How is Vice applying the principle of Proximity on their website?

17. Gestalt in Action – “Continuity”
What shape doe the lines create? Draw them on the board.

18. Gestalt in Action – “Continuity”

19. Gestalt in Action – “Closure”
Do we need all of this object to make sense of it?

20. Gestalt in Action – “Closure”

21. Gestalt in Action – “Similarity”
How many groups of do you see in each sample set?
#1 #2

22. Gestalt in Action – “Figure-Ground”
What is the positive (Figure) and what is the negative (Ground) here?

23. Gestalt in Action – “Figure-Ground”
What part is supposed to be the foreground and get your attention?

24. What principles are being applied?
1) 2 distinct pieces of information, blue text are all links

25. Which Gestalt Principles are being used
in the graphic below: