2. GestaltTheory
In the 1920s, a group of German psychologists came up with
a series of theories of visual perception, analysing how
humans group together different objects into a single
coherent whole or in groups, when presented with separate
elements arranged together in a particular way. Kurt
Koffka, Wolfgang Kohler, and Max Wertheimer are the
prominent founders of the collection of principles and
theories, collctively known as the Gestalt Effect.
Derived from the German word for “shape”, pattern”,
“structure”, or “shape”, it hints at the overall look of
something that is greater than the sum of its parts. In the
jargon of psychology, gestalt refers to the basic principles
that aid us in visually perceiving order.
4. Why are
Gestalt Laws
so
important?
Gestalt Principles can really help in focusing
attention and organizing contents in an
effective way.
Creative
thought
Gestault
Laws
Good
Design
An ExperimentalTheory applied with PsychodynamicApproach
FREEDOM AWARENESS SELF - DIRECTION
5.
6. The main
Gestalt Laws
Law of Proximity
Law of Similarity.
Law of Figure and Ground.
Law of Continuity
Law of Closure
15. The logo for LosAngeles’ Museum
of Contemporary Art (MOCA), is
also an intriguing example
embodying the principle of
similarity. “C” is the only proper
letter, since the logo substitutes a
square, circle, and triangle
respectively for the remaining
letters “M”, “O”, andA. Chances are
that their audience will be inclined
to view the black “C” as an outlier,
and group all the coloured shapes
together, even though they are not
next to each other.Try as you
might, it would be a strain to
perceive the “C” and the triangle as
a pair, and the square and the circle
as another pair, even though this
logical sequence would have taken
precedence in any other case.That’s
the similarity gestalt principle at
work.
16. In another example from
Sun Microsystems, the SUN
logo only constitutes a U
and an upside down U,
arranged in a loop.
However, when together,
the reverted “U”s look like
they are forming the word
“SUN” on all the four sides
of the quadrilateral, and are
part of the same logo.
17. Law of Figure
andGround
Viewers will perceive an object (figure) and a surface (ground)
even in shapes are grouped together.
18. By following the Figure-
Ground Law in the
Feathers & Fur logo,
designed for a pet store
from Lumo, the observer
can recognize
a parrot and a dog’s face
into the mark.
23. For instance, our eyes
follow from the C in Coca
to Cola, continuing on
from the C in Cola
through to the L andA in
the word.This visual aid
helps our eyes continue
to move through the
word!
24. Law ofClosure
In perception there is the tendency to complete unfinished
objects.We tend to ignore gaps and complete contour lines.
28. Redesigned in 2005,The
USA Network logo
makes use of white
space between the
letters “U” and “A” to
form the letter S.
Similarly, the Girl Scouts
logo creates multiple
silhouettes using white
space. It may take a few
looks, but you will
eventually work out the
lion on the right and the
gorilla on the left in the
logo of the Pittsburgh
Zoo.
