The document discusses the principles of visual design as articulated by Sonia Davis Gutiérrez, focusing on gestalt psychology which emphasizes a unified perception of visual elements. Key principles include figure-ground relationships, anomaly, closure, similarity, and proximity, which shape how viewers interpret visual information. The text highlights how these principles can be used to create meaningful visual stories and organized compositions.

1. Principles of Visual DesignSonia Davis GutiérrezDesigner and educatorNew Design School/Center, Co-founder and president3c21 Design, principal

2. GestaltGestalt means a unified or meaningful wholeGestalt Psychology, founded by Max Wertheimer

3. Gestalt Principles for DesignFigure GroundAnomalyClosure: Continuation, CompletionSimilarityProximity

4. Figure GroundPositive/Negative SpaceWhite/BlackBackground/Foreground

5. Figure Ground

6. AnomalyUniqueStands outAttracts your eye

7. Anomaly

8. ClosureContinuation, CompletionEye and brain fills in the gapConnecting the dotsBrain fun!Eye time!

9. Closure

10. SimilarityThose things that are alike build a visual storyThis is happening in the background all the timeHarmony. Music.

11. Similarity

12. ProximityThose things that are close to one another; relatedYou can create groups and subgroupsIncrease space between object, less associationDecrease space between objects, more association

13. Proximity

14. Thank you! Questions?sonia@newdesignschool.org | twitter: newdesignschoolfacebook, linkedin: Sonia Davis Gutierrez | New Design SchoolSonia Davis GutiérrezDesigner and educatorNew Design School/Center, Co-founder and president3c21 Design, principal