The document discusses three principles of design: repetition, which uses elements more than once to structure a viewer's experience; variety, which incorporates visual diversity to avoid monotony and engage the viewer; and gestalt, referring to cognitive psychology principles where the mind seeks patterns and unity, and the overall impression an artifact leaves on viewers as a complete whole.

1. Repetition, Variety, Gestalt

2. REPETITION
Use of any element or object more
than once in an artifact in order to
structure a viewer’s experience of that
work.

4. VARIETY
Visual diversity to avoid an unintended
monotonous composition and to hold
the viewer’s interest.

5. Variety through
alternating SCALE
….And color

6. Variety through
alternating SCALE
….And color

7. Gestalt
An aspect of cognitive psychology
developed in the early twentieth
century by German psychologists and
philosophers investigating how the
mind seeks unity and closure. The
“gestalt” of an artifact is the general
feeling it evokes in viewers-the sense
of a whole, complete object.