Gestalt theory describes how people tend to organize visual elements into unified groups based on principles of similarity, continuation, closure, proximity, and figure/ground relationships. The grid theory includes the rule of thirds and 960 grid system for positioning focal points. The golden ratio uses a 1:1.618 proportion based on the Fibonacci sequence to create a harmonious composition. Color theory utilizes the color wheel to understand relationships between hues and create visual balance. These design theories provide strategies for effectively arranging and relating elements to attract viewer attention and guide their experience.

1. Theories and relevant
practitioners
Tom Haase

2. Gestalt theory
• Gestalt is a psychology term which means "unified whole". It refers to theories of visual perception developed by German
psychologists in the 1920s. These theories attempt to describe how people usually organise visual elements into groups or
‘unified wholes’ when certain principles are applied. There are five different principles:
1. Similarity – this occurs when an object/s looks similar to another, usually making the viewer perceive them as a group or
pattern. This is a good principle to use when you want to make a certain feature stand out, because the feature will be
emphasised if it isn’t similar to all the other features (an anomally).
2. Continuation – this is when the viewer’s eye is compelled to move through one object and onto another, for example if a line
or curve flows through a letter into a different image, the viewer’s eye naturally follows the line/curve to the image.
3. Closure – closure occurs when an object isn’t finished or spaces a left in the object purposefully and the space inside the
object isn't enclosed completely. This usually only works effectively if the viewer can determine what the incomplete object
is, which would allow them to finish the object in their head, meaning ‘closure’ has occurred.
4. Proximity – this is when certain objects/elements are placed together and are perceived as a group, for example a set of
squares apart from each other look like separate shapes, whereas if the squares were formed together they can look like
one larger square, allowing unity to occur.
5. Figure and Ground – the viewer’s eye differentiates an object from its surroundings. For example a silhouette or shape is
naturally seen as a ‘figure’ (object) and the surrounding area is seen as ‘ground’ (background). This is usually created through
the use of two clearly contrasting colours such as black and white.
This theory will be useful to use when I am creating my products, because I am more knowledgeable on how to appeal to people
in general, instead of just my target audience with the use of colours and imagery, as now I have ideas on how I can actually
portray my images on my product to look more professional and to get the best feedback from viewers possible, as more people
will notice my product with these ideas.

3. Grid theory
• There are two main types of grid methods used in graphic design, the Rule of Thirds and 960 Grid System.
• The Rule of Thirds: The rule of thirds creates intersections on the page. The areas where the lines cross over is
where you should place your focus points. As long as you place your focus points somewhere close to these
intersections, they will stand out more. Objects that are further away from the intersections will be less of a focus
point, as the human eye naturally attracts to the intersections. However this is not the case all the time, which
many say is the beauty of this method, because you can use this grid to make the imagery symmetrical insides the
sections or on the crossovers. The reason the eye is usually attracted to the intersections is because the brain
looks for patterns. On the other hand study also shows that because the brain naturally sees patterns the
asymmetry in design work can actually be more engaging as its an anomaly to the brain’s usual patterns. This is
why the rule of thirds is so helpful, because it gives room to experiment with something outside the perfect
symmetry while keeping your composition balanced and the designer can use either symmetry or asymmetry to
appeal to the audience depending on their imagery and their target audience. The balance comes is due to the
use of 3 X 3 equal shapes (rectangles) aligned to form a bigger shape.
• 960 Grid System: The 960 Grid System is simply a way to lay out websites using a grid that is 960 pixels wide. This
method allows the designer to ‘push’ and ‘pull’ elements of their design, which would make the design overall
look neater and more central, making it easier for the viewer to understand, read and take on board. This system
usually comes with two primary variants, one with 12 columns and one with 16. the more columns there are the
more control the designer wants to have over the viewer in what they see first and how they see it.
• This theory may come of interest in my production, however according to research this is one of the least likely to
work compared to other theories (especially the 960 GS), therefore I am hesitant in using it, although the rule of
thirds is a simple yet usually efficient method so if my other methods don’t work I know I can definitely use this
method as a last resort.

4. The Golden ratio
• The Golden Ratio is basically understood as 1:1.618, and came from the famous mathematical Fibonacci
Sequence, in which each number is the sum of the two numbers before it. The difference between any two
numbers in this sequence isn’t always exactly equal to 1:1.618 but it’s rather close. When applied to graphic
design, the Golden Ratio provides us with a way of creating harmony and proportion that our brains seem to be
attracted to. You can apply this golden ratio through the use of the Rule of Thirds. The intersecting lines on these
grids create natural focus points and where the designer should place shapes and content boxes. If you apply the
rule of thirds to a rectangle with proportions of approximately 1:1.618 (the Fibonacci Sequence), you will end up
with something similar to a Golden Rectangle, making your design attractive to the human eye.
• On top of the Golden Rectangle the designer can use the extra layout sections, as shown in the image diagram at
the bottom. The main information (focus points) should be placed where the spiral starts and the other focus
points leading off the main point should follow the shape round in the curve, as displayed in the example image at
the bottom next to the diagram.
• This design theory is typically I good method to use to attract the viewer to certain aspects of the design before
other aspects, meaning you can likely control which part of the design the typical viewer sees first. On the
example the viewer would see the police officers with the person on the ground (on the right/centre), then they
would see the woman on the right and finally curving round to see the man on the floor on the left. This shows
that it’s an effective method to use and could be very useful to use for my design.

5. Colour theory
• The colour theory is the use of the traditional colour wheel with 12 sections, that helps us to visualise the relationships
amongst colours, that we can use in design.
• This wheel is composed of primary colours, secondary colours and the mix of those two categories (the tertiary colours).
• There are four main relationships in this colour wheel: Monochromatic (variations of shades, tints and tones of a single
colour), Analogous (a colour and the shade right next to it on the wheel), Complementary (a colour and its exact opposite on
the wheel) and Triadic (three colours equally spaced on the wheel). These relationships can give you a clear idea of which
colours to choose, showing which colours work best with each other in your design, and equally which colours not to
choose.
• Using colours effectively is not just about which colours match on your work because it has a lot to do with balance. In other
words, the more colours you use, the more complicated it gets to find a balance between them, whilst still making your
design aesthetically pleasing. The balance of the colours in a design could likely be the result of making someone attract to
the design or avoiding it, as the colour determines how you see the design as a whole.
• What’s really important in the end is to check the relationship of the colours you chose, along with making sure there is a
balance of the colours. The main ways to determine if the design will be effective is checking: is there enough (or too much)
contrast between the colours? Is everything clear, understandable and perfectly readable? What kind of tone/feeling does
your palette create? How does one colour affect another on the design? Does the colour scheme fit the context/style of the
design.
• This theory is an obvious and a must for my design work, as this is how the viewer is attracted the majority of the time and
the colours create different tones/feelings, depending on which are used, and researching this theory and understanding the
main relationships will help me greatly in my planning and production.

6. Milton Glaser
• t

7. Lindon Leader
• t

8. Lauren Hom
• t

9. George Lois
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10. Chip Kidd
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11. Jonathan Barnbrook
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12. Annie Atkins
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13. David Carson “grunge typographer”
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14. Akiko Stehrenberger
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15. Pentagram
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16. The Bauhaus Movement
• t

17. How does graphic design effect our
culture?

18. Objectification and Representation in
Graphic Design

19. The basic principles of graphic design

20. The Silence of the Lambs
• One of the best movie posters ever made
• Made by Dazu

21. Iconic Film Covers
• Jurassic Park, Schindler’s List and Do The Right
Thing were all made by Tom Martin.
• These are some of the most iconic movie
covers ever designed.

22. Bibliography
• Anon. (2017). The Gestalt Principles. Available:
http://graphicdesign.spokanefalls.edu/tutorials/process/gestaltprinciples/gestaltprinc.htm. Last accessed
21st Jan 2019.
• https://tubikstudio.com/color-theory-brief-guide-for-designers/
• https://designmodo.com/grid-design-theory/
• https://artplusmarketing.com/winning-composition-using-the-rule-of-thirds-in-desin-41bb6d48b409
• https://www.webfx.com/blog/web-design/the-960-grid-system-made-easy/
• https://www.designbyday.co.uk/golden-ratio-graphic-design/
• Roche, A. (2016). Everything You Need to Know About the Golden Ratio in Graphic Design. Available:
https://www.designbyday.co.uk/golden-ratio-graphic-design/. Last accessed 21st Jan 2019.