Gestalt Principles of Visual Perception

Proximity is used in Message design and Interactive Experience design to help designers create visual hierarchies and organise information in a way that is easy for users to understand and navigate.

Proximity can be used to group related elements together, such as headlines and body copy, or images and captions. By grouping related elements together, designers can create a visual hierarchy that guides the user’s eye through the design and communicates the intended message in a clear and effective way.

In Interactive Experience design, proximity can be used to group related buttons or links together, making it easier for users to understand the interface. For example, in a website design, the designer might group the primary navigation links together in a menu at the top of the page, while grouping secondary links together in a sidebar or footer.

By understanding how proximity affects visual perception, designers can create designs that are intuitive, easy to navigate, and communicate their intended message effectively.

IN ANALYSIS

Consider and describe how a designer has deliberately grouped similar and similarly functioning elements together. This will include how these groups are moved away from different ones.

IN PRACTICAL WORK

Determine the purpose or function of each component to be used in a design. Group like components together and move them away from unrelated components. Use proximity with scale and white space to achieve effective results.

Gestalt continuity in Message (communication) design and Interactive Experience design refers to the way our brains naturally group together elements that are visually and conceptually similar. This principle is based on the Gestalt theory, which suggests that our brains perceive the whole of an object or scene, rather than just its individual parts. In design, gestalt continuity is used to create a sense of flow and coherence, allowing users to navigate through a design or interface more easily by determining the direction of flow a designer wants the user to take.

Continuity can be achieved by grouping together similar elements, such as colours, shapes, or patterns, so that they appear to belong together and form a cohesive whole. For example, in website design, continuity might be used to create a consistent visual hierarchy, with headers, subheadings, and body text all using the same font and colour scheme.

In interactive experience design, continuity can also be used to create a sense of progression or narrative flow. For example, in a video game, continuity might be used to create a consistent visual style and user interface across different levels or stages, so that players feel like they are part of a cohesive story.

Continuity helps to create a sense of order and coherence, making it easier for users to engage with and understand the design or interactive experience.

IN ANALYSIS

Consider and describe how a designer has deliberately created a narrative or reading direction through a design. This may include the colours, sizes, shapes, positions, etc of components.

Discuss and explain the effect of the use of continuity.

IN PRACTICAL WORK

Determine the order or direction you want your reader to engage with your design. Style components cohesively, using consistent typefaces, colours, or other visual elements to give a reader a smooth, meaningful experience across a field.

With gestalt similarity, elements that share similar attributes, such as colour, shape, size, texture, or orientation, are perceived as belonging together and forming a coherent group, despite actually them coming from different groups. This is used in communication design and interactive experience design to create appealing and understandable compositions and guide user interactions and facilitate usability.

In communication design, similarity can be used to create visual hierarchy and structure, by styling related elements together and separating them from other elements that serve a different purpose.

In interactive experience design, gestalt similarity can be used to create clear and intuitive interfaces, by using consistent visual cues and feedback to guide user actions. For example, a mobile app designer might use a consistent button style and colour to indicate which elements are clickable and which are not, or use a consistent animation or sound effect to indicate that a task has been completed successfully.

Similarity helps designers create effective and engaging visual experiences, by leveraging the innate principles of human perception to communicate information and guide user behaviour.

IN ANALYSIS

Consider and describe how a designer has deliberately styled similarly functioning components of a design or interface to facilitate meaningful and intuitive user interaction. Explain the elements and principles of design that have been used to ensure these components' separation from the rest of the design.

Discuss and explain the effect of the use of similarity.

IN PRACTICAL WORK

Determine the purpose or function of each component to be used in a design. Style or treat similarly functioning components in a consistent manner to facilitate easy user interaction.

Closure in design suggests that the human mind has a tendency to perceive incomplete forms or shapes as complete ones. In other words, people can be led to see closure or completeness in the things they see, even if parts of shapes or forms are missing.

In communication design, closure is used to create cohesive designs by manipulating shapes, colours, and other visual elements to prompt the viewer to complete the missing parts. For example, a logo design that features an abstract shape that is not entirely closed can be understood as a completed shape.

In interactive experience design, closure can be used conceptually to guide the user's attention and create a sense of flow. Interactive experiences often involve a series of actions or steps, and designers can use closure to visually connect these steps.

Closure allows designers to create engaging and cohesive designs that communicate ideas and information and guide users through an interactive experience.

IN ANALYSIS

Consider and describe the ways designers present ideas and information. Are any parts of the design left out to declutter and promote engagement?

Discuss and explain the effective use of closure, where it is present.

IN PRACTICAL WORK

Using the Principles of Good Design, consider how much of a design is actually necessary in order for a user to understand it correctly.

Instead of adding components in refinement, remove them. Simplify, clarify and de-clutter your work to inspire audience engagement.

Gestalt common fate is a principle of perceptual organisation that states that objects that move or behave together are perceived as belonging together. Just as a human tends to see a flock of birds twisting and turning synchronously as one, common fate can be used to unit elements of a design that share a similar motion or behaviour. For example, a home screen on a mobile phone uses the common movement of icons to group them together as a coherent entity. Common fate is different from the other Gestalt Principles of Visual Perception because of the use of movement or animation. In this way, common fate may supersede other Gestalt Principles of Visual Perception.

In interactive experience design, common fate can be used to unite different elements of an experience. For example, a game might use a common visual cue to indicate when the user is entering a new area or interacting with a new object.

Gestalt common fate helps designers create engaging and effective communication and interactive experiences. By using this principle to tie together elements of a design or experience, designers create a sense of unity and coherence that enhances the user's engagement, understanding and enjoyment of the content.

IN ANALYSIS

Consider and describe how a designer has deliberately grouped and animated similarly functioning, though perhaps differently appearing visual elements together to create a coherent entity.

Discuss and explain the effective use of common fate.

IN PRACTICAL WORK

Determine the purpose or function of each component to be used in a design. Group, animate or treat similarly functioning components together for a cohesive user experience.

The gestalt principle of "figure-ground," states that our minds naturally perceive objects as being distinct from their surroundings. In communication design and interactive experience design, the concept of figure-ground is essential to creating clear and effective designs that can quickly and easily communicate information to the viewer or user.

Figure-ground refers to the idea that visual elements can be perceived as either the focal point (figure) or the background (ground) of a composition. Designers use this principle to create visually appealing and balanced layouts that guide the viewer's eye to the most important information.

In interactive experience design, figure-ground can be applied to the user interface to create clear and intuitive navigation. By using contrast and visual hierarchy, designers can make interactive elements stand out as the figure and create a clear distinction between them and the background.

Figure-ground is crucial to effective communication and interaction design. By using it carefully, designers can create designs that are intuitive and meaningful.

IN ANALYSIS

Consider and describe components that are intended to serve as the 'figure'. Explain how the designer has used the elements and principles of design to separate them or blend them with their back-'ground'.

Discuss and explain the effective use of figure-ground.

IN PRACTICAL WORK

Determine how prominent each component of a design is intended to be. Use the elements and principles of design carefully to create effective figure-ground relationships - promoting better user experience and assisting with accessibility.

Gestalt focal point refers to a human's tendency to perceive and group visual elements based on their proximity, similarity, and continuity. This means that when we look at a visual design, our brain automatically tries to make sense of the information by organising it into meaningful patterns. The focal point is the specific area or element within a design that immediately grabs our attention and draws us in. It can be created using various design techniques such as colour, contrast, size, placement, and typography.

For example, in a communication design, the focal point could be a large, bold headline with a contrasting colour that is placed prominently on the page. This draws the viewer's attention to the headline and communicates the main message of the page.

In interactive experience design, the focal point can be used to guide users through a specific flow or to draw attention to important elements within the interface. For example, in a mobile app, the focal point could be a large button with a bright colour that invites users to take a specific action.

Using focal point, designers can create effective and engaging designs that communicate their intended message clearly and efficiently.

IN ANALYSIS

Consider and describe how a designer has emphasised certain design elements and principles to direct a viewer's eye to a specific part of a design.

Discuss and explain the effective of the use of focal-point.

IN PRACTICAL WORK

Determine the purpose or function of each component to be used in a design. Group like components together and move them away from unrelated components. Use proximity with scale and white space to achieve effective results.