presentation for U.Idaho business writing course

1. gestalt
for visual design
(“unified whole”)

2. Gestalt Effect
–the brain’s innate organizing tendencies allow us to
perceive things as organized wholes rather than
individual elements.

3. Gestalt Design Principles
• Focal Point (a.k.a. visual hierarchy)
• Figure/Ground Relationship
• Similarity
• Continuity
• Closure
• Proximity and Alignment

4. Principle of
Focal Point
The eye should be drawn first to
the most important thing on the
page.

5. Create visual hierarchy/focal points through use
of contrast (by size, placement, or color).
poor contrast
better contrast through use of color

8. Principle of Figure/Ground Relationship
We see things either as figures, or as background, and we involuntarily attempt
to find figures in backgrounds – one of the most important elements of
perception.

9. You can play with this inherent tendency in graphic design.

10. Principle of Similarity
Objects that are similar will be
grouped by the mind as part of a
group. Violating this principle draws
attention.

11. The brain will involuntarily complete an image (get the viewer involved).
Principle of Closure

12. Principle of Continuity
The eye is inclined to follow a direction created by/in a
visual field.

13. Principle of Proximity/Alignment

14. Someone failed to consider proximity…

15. What gestalt principles are
operating in the following PSAs?