Gestalt

Mater of Arts in Communication Design

WEB DESIGN
Gestalt

Gestalt (applied to design)
Visual perception theory
"The whole is other than the sum of the parts"
Kurt Koffka

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA

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Zeotrope

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S.Dalì, 1935, Mae West

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Principle of form perception

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Gestalt grouping

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The law of proximity posits that when we
perceive a collection of objects, we will see
objects close to each other as forming a
group.

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The law of symmetry captures the idea that
when we perceive objects we tend to
perceive them as symmetrical shapes that
form around their centre.

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Similarity occurs when objects look
similar to one another. People often perceive
them as a group or pattern.

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Opera
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When similarity occurs, an object can be
emphasised if it is dissimilar to the others.
This is called anomally.

The figure on the far right
becomes a focal point because it
is dissimilar to the other shapes.

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Aka common fate

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The law of closure posits that we
perceptually close up, or complete, objects
that are not, in fact, complete.

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Closure: let’s use it!

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Continuation occurs when the eye is
compelled to move through one object and
continue to another object.

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Aka good curve

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Aka good figure

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The figure & ground phenomenon captures the idea
that in perceiving a visual field, some objects take a
prominent role (the figures) while others recede into the
background (the ground).

Edgar Rubin
Figure-ground ambiguities. (a) Ambiguous face–vase (31). (b)
Normally, trees are seen as figure, and the space between as
ground. However, when the space is attended, or when it has a
meaningful shape, it also can be seen as figure. (Courier &
Ives, ca. 1835).
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Experience

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Maurits Cornelis Escher
(Leeuwarden, 17 giugno 1898 – Laren, 27 marzo 1972)

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Ambiguity

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You should always start with the container, or the overall
structural shell of a design.
Forget the details and individual components for now.

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Roberto Dadda
www.dadda.it
roberto@dadda.it
+39 338 775 22 03
Twitter, facebook, linkedin: robertodadda

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Gestalt