gestalt theory and design principles

past experiences

an observers past experiences tend to shape and affect the way objects are perceived

balance

creates sense of equilibrium; formal-symetrical; informal-asymmetrical

focal points

designs with a definitive point of interest, emphasis or difference capture and hold the viewers attention more effectively than designs without a focal point

proximity

objects that are closer together are perceived as more related than objects that are further apart.

similarity

objects with similar characteristics are percieved as having a stronger relationship than objects that do not share the same set of characteristics

invariance

our mind is very good at recognizing similarities and differences

reification

our minds fill in missing gaps of information automatically.

parallelism

parallel elements are seen as more related to one another than elements that are not parallel

perspective

produces sense of realism through representation of 3-D objects on a 2-D plane; direction of view

contrast

value of distinction between objects; color, size, shape, brightness, etc

symmetry & order

we tend to perceive objects as symmetrical shapes that form around their center

closure

when presented with an incomplete picture we attempt to fill in the gaps. Input missing info in order to create a complete image-sparks satisfaction

movement

dynamic use of lines, points and curves to make objects appear to move force eye to move

figure/ground

elements are perceived as either figure ( the element in focus) or ground (the element on which the figure rests) push & pull between the figure and ground

uniform connectedness

elements are visually connected are perceived as more related than elements that are not touching

common regions

elements of a design are perceived as part of a group if they are located within the same closed region

common fate: synchrony

elements that move or are perceived as moving in the same direction are seen as more related than elements that are stationary or move in different directions

unity

relationship among the elements that gives a sense of oneness to the image; the fundamental principle of design

proportion

relationship between parts to each other and parts to the whole

harmony

shared characteristics, parts relate to and complement each other

law of pragnanz: good figure, law of simplicity

states that people will perceive and interpret ambiguous or complex images as the simplest form possible

multi-stability

the mind seeks to avoid uncertainty. when there is more than one meaning the mind will switch between the two

emergence

the whole is identified before the parts.

continuation

we continue shapes beyond their ending points, follow these "lines" that are also perceived as more relevant