We know, we know. This already sounds like a very fancy, difficult to read article. Well, let us tell you that it’s not. We’re going to explain this design principle in laymen’s terms for those who may not be familiar with it. We don’t have degrees in psychology, so our understanding of it is at the surface level to be used for the ad industry. So, what is the Gestalt Principle? It deals with psychology that is a philosophy dictating that the human mind perceives a whole composition as something different than its individual elements. Basically, it means that the human brain will attempt to simplify and organize complex images/designs that consist of many elements. The brain subconsciously arranges the parts into an organized system that creates a whole rather than a series of elements. It is used in design to improve the aesthetics, functionality and user-friendliness. These are the principles associated with Gestalt: simplicity, similarity, closure, proximity, figure/ground, symmetry and order, synchrony and lastly, continuity. Let’s dive a little deeper into each principle.
1. Simplicity. The mind will interpret ambiguous and complex images in their simplest form. When we see an object, we first seek to identify the outline to compare it to known shapes and patterns. A simple design that is well-defined will communicate the message more effectively.
2. Similarity. Objects with similar characteristics will be grouped together as related or similar. This happens regardless of their proximity. This can be used to make certain elements of a design stand out from the rest.
3. Closure. This one is the idea that your brain fills in the gaps for missing pieces of an illustration or image. The design need not include the entire image in order for the viewer to see the whole. Our brains are amazing!
4. Proximity. Objects placed closely together are usually perceived as more related. They don’t even have to share the same characteristics. This can help you design by adding groups of items without definite borders.
5. Figure/ground. Elements of a design will be seen as a focal point or in the background/foreground. This a way to use negative space in design. Our brains can distinguish the difference between objects in the foreground, background and focal point. Larger areas of the design will be seen as the focal point and smaller are the figure. Light and dark colors can also be used to influence what is viewed for each.
6. Symmetry and order. People see objects as symmetrical shapes when possible. This can be done through harmonic color schemes or similar shapes.
7. Synchrony. Parts of a design that move in the same direction are perceived as related objects. Therefore, objects that look to be moving in the same direction on a design will be grouped together.
8. Continuity. Lines are perceived as a continuous movement along the path. This can be used to guide the viewers eyes to particular parts of the design. It will follow the simplest path on the page.
The psychology behind advertising is quite fascinating. While this article just touches the surface of how it’s applied in the field, one can see how important it is. following these steps in advertising design will help your brand create successful print ads.
