One way to create a visual unity of dissimilar objects is to apply a common characteristic to them, such as the same background color. The Law of Similarity says that our brains perceive objects with common elements as belonging to each other, whether the“common elements” here are shape, color, size, texture, or any other visual element.Īs far as web content goes, the Law of Similarity is useful when you need to organize dissimilar objects – such as images and texts of different sizes – into a group. By arranging different elements close to one another at an equal distance apart, a clear pattern forms for a striking visual impact. Marketers and advertisers can also use the Law of Proximity to deliver a memorable and eye-catching visual message, just like Prada did in this print ad below. Since our brains seek continuity, this subconscious grouping lets your brain create a clear interpretation of the relationship between objects. The Law of proximity says that we subconsciously perceive objects that are close to one another as within the same group. So, let’s take a look at how the five Gestalt principles above influence visual perception and what you can do to apply the principles to your visual marketing. This means that having an understanding of how humans react to visual stimuli can be very beneficial not only will you be able to deliver your visual message with greater efficiency, but knowing Gestalt psychology gives you room to be creative as well. 5 Ways Using Gestalt Principles Can Improve Your Visual Marketing Click To TweetĪnd humans don’t actually make their decisions on their own – instead, they are subject to internal biases, external pressures, and a host of other factors. Optical illusions are just one example of this. Gestalt principles: proximity, similarity, closure, continuity, and Prägnanz (figure-ground).įor visual marketers, this is great news.īecause as wonderful as the human mind is, it doesn’t reliably use logic when it comes to visual perception. Or in other words, putting together something as a whole can help it take on a new dimension of its own. The word “ gestalt” itself means “unified whole,” a phrase that perfectly captures how we perceive, process, and piece together fragmented parts.Ī major misconception of Gestalt principles goes back to an incorrect English translation: “the whole is greater than the sum of its parts.”īut in truth, the essence of Gestalt is that “ the whole is other than the sum of its parts.” This essence here implies our perception of the whole can be created independently of its parts. Gestalt psychology is a visual perception theory – developed by German psychologists in the early 1920s – that tries to explain the way our minds navigate the chaotic world to make meaningful conclusions.
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