1. Gestalt Psychology, the Principles of Design and Advertising Art Direction

2. Design = Order + Beauty “The order the designer creates out of a chaos of pictures, copy blocks, headlines, and white space makes it easy for the reader to read and understand the ad.”

3. Gestalt Psychology “the whole is greater than the simple sum of its parts Visual Weight (see balance) Grouping

4. Similarity Proximity Continuity Closure (common fate)

5. Grouping by Similarity

8. Grouping by Proximity

11. Continuity

13. Closure (Common Fate) AC13

14. 13 12 14

15. AC13 12 14

18. Principles of Design: Balance Proportion Sequence (Flow/Movement, Rhythm) Unity (Harmony) Emphasis (Dominance, Contrast)

19. Balance Optical/visual weight (Gestalt psychology) Formal Balance(symmetrical) Informal Balance(asymmetrical)

20. Balance: Optical vs. geometric center

21. x

22. Formal Balance CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

23. Informal Balance CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

26. Proportion The “Golden Section.” aka “Golden Mean.” 2:3

27. Golden Section AC B

28. The smaller section is to the greater as the greater is to the whole. Thus: BCAB ABAC = ABC

32. Sequence (Flow/Movement, Rhythm) Natural entry points Common visual paths Directional cues

33. Natural Entry Points by Quadrant 41%20% 25%14%

34. Visual Paths CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

35. Visual Paths CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

39. The “Z” Pattern

40. Directional Cues Chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it.

44. Unity (Harmony) Borders Negative space (White space)

45. CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

46. CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

52. Emphasis (Dominance, Contrast) size position novelty tone or color

53. Size

54. Position

55. Novelty

56. Tone or Color