C H A E L A G O N Z A G A - A M 1 1
THECrafting
GESTALT EFFECT
Cohesion in Design
OVERVIEW:
Welcome to the world of Gestalt principles of design! Imagine stepping
into a space where our brains work like a well-oiled machine, helping us
make sense of the visual chaos around us. Developed by brilliant minds
like Max Wertheimer in the early 20th century, these principles show us
that instead of seeing random bits and pieces, our brains love to find
patterns and perceive complete forms. This is a game-changer for
designers! By understanding how people see and interpret visuals,
designers can create experiences that truly connect with their audience.
THE KEY GESTALT PRINCIPLES
1. Figure-Ground: We perceive objects (figures) against a background
(ground). The figure is the focal point, while the ground is everything
else.
2. Similarity: Items that are similar in appearance (color, shape, size)
are grouped together by our perception.
3. Proximity: Objects that are close to each other are perceived as being
related or grouped together.
4. Closure: We tend to fill in gaps to perceive incomplete shapes as
complete forms.
5. Continuity: We perceive lines and shapes as continuous, preferring
smooth transitions over abrupt changes.
6. Common Fate: Elements that move together are seen as part of the same
group or unit.
7. Symmetry: Symmetrical elements are perceived as belonging together
and create a sense of balance.
8. Past Experience: Our previous experiences shape how we interpret
visual information.
MY UNDERSTANDINGS:
FIGURE-GROUND
It is all about identifying the main subject (the figure) and
distinguishing it from the background (the ground). This separation helps
viewers easily focus on the most important part of the design. Our brains
naturally separate objects from their backgrounds, helping us make sense
of complex visual scenes by prioritizing what stands out.
Example
Imagine scrolling through an online store. If a sleek product is set
against a clean white background, it practically shouts, “Look at me!” This
sharp contrast helps guide your eyes right where they need to go, making
the shopping experience a breeze.
SIMILARITY
We’re naturally drawn to patterns! and the similarity principle
highlights how our brains group elements that look alike—whether in
color, shape, size, or texture. When things are visually similar, we
perceive them as related, even if they are spaced apart. This principle
allows designers to create a sense of cohesion in layouts, helping the
viewer connect similar ideas.
Example
This can be seen in branding. Companies often use the same color scheme
and typography across all marketing materials. This similarity
reinforces brand identity, making everything from their website to their
business cards feel consistent and recognizable.
MY UNDERSTANDINGS:
PROXIMITY
Closeness counts! According to the proximity principle, objects that are
placed near each other are perceived as being part of the same group. Even
if they don’t look the same, their proximity creates a sense of connection.
This principle is incredibly useful for organizing information visually,
ensuring that viewers can easily navigate through content.
Example
On a business card, your name, job title, and contact details are typically
grouped together in one area. This tells the viewer that these elements
belong to you. Meanwhile, if the company logo is positioned farther away,
it feels separate, keeping the focus on your personal information. The
spacing helps the design feel clean and uncluttered, giving the viewer a
clear path to follow.
CLOSURE
This refers to our brain’s ability to fill in missing parts of an image or
shape. Even if certain elements are incomplete or obscured, we can still
perceive the whole. This principle allows designers to suggest rather
than show everything, relying on the viewer’s brain to complete the
picture.
Example
The Disney logo is a great example of closure. The castle is drawn with
simplified shapes, leaving out many details. Even though parts of the
castle are missing, our brains fill in the gaps, easily recognizing it as
the iconic Cinderella Castle. This use of closure makes the design feel
magical and complete without being overly detailed, helping create a
clean, memorable logo that sparks nostalgia and wonder.
MY UNDERSTANDINGS:
CONTINUITY
Research says, we naturally prefer smooth, flowing lines and patterns over
abrupt or disjointed ones. Continuity refers to our tendency to follow the
path of least resistance when looking at a design. Our eyes are drawn
along curves and lines, helping us make sense of the visual flow.
Example
Continuity is also a key principle in logo design. Just like the Coca-Cola
logo, with its flowing script that naturally leads your eye across the
entire design without any sudden stops. This continuous movement gives
the brand a sense of elegance and timelessness.
COMMON FATE
Tells us that when elements move together, we perceive them as part of the
same group. This principle is all about movement and visual direction.
When objects head in the same direction or move in sync, our brains assume
they are related, even if they’re different shapes or colors.
Example
Common fate can also be used in website design with scrolling effects. For
example, when text, images, and icons all slide in the same direction as
you scroll, it creates a harmonious and visually satisfying experience,
making it feel like the elements are all working together.
MY UNDERSTANDINGS:
SYMMETRY
Creates balance and harmony, making designs feel stable and visually
appealing. Humans are naturally drawn to symmetry because it’s easy for
our brains to process. A symmetrical design feels organized, orderly, and
often more beautiful.
Example
The Apple logo is a perfect example of symmetry in design. Its balanced,
mirrored structure creates a sleek, modern look that’s instantly
recognizable. This symmetrical design not only makes the logo more
visually pleasing but also reinforces the brand’s reputation for
simplicity and elegance.
PAST EXPERIENCE
As I research more about this topic, I noticed that this principle is often
left out of scholarly discussions because it doesn’t fully align with the
original framework of Gestalt psychology. Core Gestalt principles focus on
how our brains naturally organize visual elements based on universal
cognitive processes, independent of personal experiences.
Gestalt psychology emphasizes that everyone tends to perceive patterns
similarly, regardless of their background. Since Past Experience is
subjective and varies from person to person, it isn’t always seen as a
foundational Gestalt principle. While some design resources may include
it for its practical usefulness, it doesn’t strictly align with the original
scientific theory. (But I’ll still be including this within my concept
summary as I believe this is still crucial in the process of designing)
MY UNDERSTANDINGS:
Thus, our past experiences play a significant role in how we interpret
visual information. When we encounter familiar symbols or shapes, we rely
on our memories to help us understand what we’re seeing, making the
process quicker and more intuitive.
Example
When we see a shopping cart icon on an e-commerce website, we instantly
know that clicking it will take us to our purchases. This understanding
comes from years of experience shopping online. The simple icon triggers a
flood of past experiences, allowing us to navigate the site with ease.
Designers often use familiar symbols and icons to create a sense of
familiarity and comfort. Like the envelope icon for email or the
magnifying glass for search. These universally recognized symbols tap
into our collective experiences, making interactions smoother and more
efficient.
CONCLUSION:
This principles of design offer a powerful toolkit for any designer
looking to create visually stunning and intuitive work. By understanding
how people naturally perceive and organize visual information, designers
can craft layouts, logos, and interfaces that not only catch the eye but also
enhance the overall user experience. Whether you’re designing a website, a
logo, or a piece of artwork, these provides valuable insights into how to
make your work more cohesive, engaging, and user-friendly. So, let’s
embrace the Gestalt effect and dive into the creative process with
enthusiasm, purpose, and a little bit of flair!
C H A E L A G O N Z A G A - A M 1 1
THECrafting
GESTALT EFFECT
Cohesion in Design
Part 2 - Mix Media style