3. In an image, we can study the relationship between its elements, separately or
together, to develop the message we want to transmit to the receiver.
Octavio Ocampo
4. “The whole is greater than the sum of the parts”
This phrase is often used when explaining Gestalt principles.
Octavio Ocampo
5. What do you perceive in this picture?
Octavio Ocampo
6. We have to consider not just the single element but how the totality is
perceived.
That’s how we can define the Gestalt Principles, a matter of perception.
9. Have you seen the letter X or four lines?
Surely everyone has seen the same: the letter X
Why?
Because we tend to see shapes as simple as possible
Gestalt principles help us understand the way we see.
10. A great example of that is the well-known painting Gala Contemplating the Mediterranean Sea by
SalvatorDalí. Dalí painted a portrait of his wife Gala's back. If you walk away twenty meters you
can see a portrait of Abraham Lincoln.
Principles of Gestalt can be helpful to find out how visual perceiving
works and why some images work better than others.
11. So we are going to see what the Gestalt Laws
are, which are its rules and why they are so
important for designers.
The close relationship between Gestalt Principles & Design
12. Why are Gestalt Laws so important?
Gestalt Principles can really help in focusing attention and
organizing contents in an effective way.
13. The main Gestalt Laws are:
Law of Proximity
Law of Similarity.
Law of Figure and Ground.
Law of Continuity
Law of Closure
Law of Simplicity
14. When the dots are placed close to each other in groups, we
tend to perceive 3 columns rather than a whole group of dots.
Law of Proximity
Elements that are placed close to each other will often be
perceived as one group.
17. Law of Proximity applied to real design.
Elements that are placed close to each other will often be
perceived as one group.
This is Mystery Island's logo, created by Gert van Duinen. In an easy and brilliant
way the designer uses the proximity law to create a shape of an island and its
reflection on the sea. This is the perfect combination of the brand name and the
customer activity, dance music producer. The lines creating the island are clearly
recognizable as equalizer lines.
18. Law of Proximity applied to real design.
Elements that are placed close to each other will often be
perceived as one group.
Again, in the Foodmobile logo (Designer: ru_ferret) we can see a group of single
objects, representing types of food (bread, fish, vegetables are clearly
recognizable) which, grouped for proximity, create a car shape.
19. Objects are viewed in vertical rows
because of their similar attributes.
Law of Similarity
Objects that look alike, with similar components or attributes, are more
likely to be organised together.
20. Law of Similarity
Objects that look alike, with similar components or attributes, are more
likely to be organised together.
21. Law of Similarity
Objects that look alike, with similar components or attributes, are more
likely to be organised together.
The visual part of the Capture logo (created by Quadrika) shares with the
textual part a kind of viewfinder which is the same of the C and E letters.
22. Law of Continuity
Objects will be grouped as a whole if they are co-linear, or follow a
direction
For example, these dots arranged in
a line are considered related
elements..
In the image above we perceive a long
“line” created from the lighter dots. On the
other hand, the “line” created from the
darker dots is perceived as interrupted.
25. Law of Continuity applied to real design.
Objects will be grouped as a whole if they are co-linear, or follow a
direction
We can read the letters in the
background but we imagine that it's the
same word as in the foreground.
26. Law of Figure and Ground
Viewers will perceive an object (figure) and a surface (ground) even in shapes are
grouped together.
27. Law of Figure and Ground
Viewers will perceive an object (figure) and a surface (ground) even in shapes are
grouped together.
28. Law of Figure and Ground
Viewers will perceive an object (figure) and a surface (ground) even in shapes are
grouped together.
29. Law of Figure and Ground applied to real design.
Viewers will perceive an object (figure) and a surface (ground) even in shapes are
grouped together.
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.
30. Law of Figure and Ground applied to real design.
Viewers will perceive an object (figure) and a surface (ground) even in shapes are
grouped together.
31. Law of Closure
In perception there is the tendency to complete unfinished
objects. We tend to ignore gaps and complete contour lines.
32. Law of Closure
In perception there is the tendency to complete unfinished
objects. We tend to ignore gaps and complete contour lines.
33. Law of Closure applied to real design.
In perception there is the tendency to complete unfinished
objects. We tend to ignore gaps and complete contour lines.
An extremely famous logo based on closure is the WWF Panda.
34. Law of Closure applied to real design.
In perception there is the tendency to complete unfinished
objects. We tend to ignore gaps and complete contour lines.
The IBM logo, composed by eight solid lines separated by empty space, is
based on closure law. The three letters are not really there. Our brain
perceives them by closing the letters shape.
35. Law of Pragnanz or Simplicity
Figures are seen as their simple elements instead of complicated
shapes.
36. Law of Pragnanz or Simplicity applied to real design.
Figures are seen as their simple elements instead of complicated
shapes.
