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Gestalt Principles of Design. Overview Perception Visual Fields Gestalt Theory –Figure-ground contrast –Grouping.

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Presentation on theme: "Gestalt Principles of Design. Overview Perception Visual Fields Gestalt Theory –Figure-ground contrast –Grouping."— Presentation transcript:

1 Gestalt Principles of Design

2 Overview Perception Visual Fields Gestalt Theory –Figure-ground contrast –Grouping

3 Perception Perception requires thinking –Readers search for focal points –Readers draw on past experience –Readers vision the task at hand, and then some Perception is goal directed

4 What do you see?

5 Visual Fields A range of vision that in any perceptual moment will likely include an array of shapes, lines, patterns, and textures

6 /F03/lectures/L7.pdf Gestalt

7 Gestalt Principles of Design Gestalt means “form” Two of the most important principles: –Figure-ground –Grouping

8 Figure-ground When an object is surrounded by white space, keep a sense of proportion between the object (the figure) and its surroundings (ground). The “figure” is the focal image The “ground” is the background image

9 This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page.

10 Is This Any Better? This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page.

11 How about This? This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. 1.This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. 2.As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page. This page has lots of text and not much visual variation. As a result, readers won’t be drawn to any particular place on the page.

12 Figure-ground Contrast Figure-ground contrast gives you a powerful tool to respond to any given rhetorical situation. Be careful of “visual noise” Noise is anything that interferes with the writer’s message –Static on a phone line –Busy backgrounds –“Loopy” fonts

13 Figure-ground Contrast Figure-ground contrast gives you a powerful tool to respond to any given rhetorical situation. Be careful of “visual noise” Noise is anything that interferes with the writers message –Static on a phone line –Busy backgrounds –“Loopy” fonts

14 Noise This is a noisy typeface. Another noisy typeface Still another. Can you IMAGINE this in ALL CAPS? Eye Bank Pen Island Who Represents The Experts Exchange

15 Grouping Shows structure and organization Threads parts into manageable units Grouping creates “visual cohesion” that holds the parts together

16 Gestalt Principles For a refresher (or more information) Gestalt Theory


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