The document discusses Gestalt laws of visual perception including the law of equilibrium, law of continuation, law of closure, and law of similarity. It states that these laws influence how the eye groups visual elements based on principles like balance, continuation of lines or shapes, self-contained units, and similarity of elements. The document also notes that technical writing relies more on visuals than traditional rhetoric and must use design principles to help readers find and understand information quickly through things like chunking, hyperlinks, and persuasive visuals.

1. Gestalt Laws
Visual Perception

2. Law of Equilibrium
Items in a visual field strive for
balance with other items in the
field

3. Law of Continuation
(or good figure) visual perception works to
pull figures out of the background to give
them definition against the undistinguished
field in which they are located. . .

4. Law of Closure
Each chunk should be self-contained
(provide closure)—without good
continuation a reader will fill in the gaps

5. Law of Similarity
. . . Suggests that units which resemble each
other in shape, size, color, or direction will be
seen together as a homogenous grouping (of
the same kind)

6. Gestalt/Visual Perception
A look closer at Gestalt Laws

7. Not like the Essay!
Current Traditional Rhetoric: We write linearly. Our
margins, paragraphs, and sentences seek to move the
reader from one point to another. Technical Writing
calls for visuals and thus we move away from current
traditional rhetoric and into an image based chunking
hyperlinking medium whereby readers skim, look for
specific information quickly, and our visuals, as
technical writers, help readers find what they need, and
at the same time persuade readers of specific points.

8. Emergency Procedures!
• Take a look at the flyer being passed around
•Write down any of the laws being assaulted
here.
•What works? What doesn’t? Why?
•How could we make it better?

9. Pay Attention
• Know the four laws (pg. 99-100)
•Know Gestalt theory ( visual
perception/groupings)
•You may see these again.

10. Pay Attention
• Know the four laws (pg. 99-100)
•Know Gestalt theory ( visual
perception/groupings)
•You may see these again.