Gestalt
principles of visual
perception.
Visual communication conveys meaning through visual language. In addition to the eight Design Principles, there are also seven Gestalt principles of visual perception. These principles refer to the ways humans perceive visual information by organising it into groups. Message and Interactive Experience designers apply the Gestalt principles of visual perception when designing layouts and screens that contain a lot of information, yet need to be intuitive and straightforward to use. An understanding of these principles aids designers in improving users' experiences.
Students may notice that different senior high school subjects use similar yet distinct lists of design principles. VCE Art CP, M&E, Visual Communication Design, and Product Design & Technology each have their own lists. This page refers to the Design Principles for VCE Visual Communication Design.
Takeaways
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The Gestalt principles of visual perception
Gestalt principles of visual perception are a set of seven principles that describe how humans naturally perceive, organise, and make sense of visual information by grouping it into meaningful patterns. These principles, proximity, continuity, similarity, closure, common fate, figure-ground, and focal point, are applied by designers in messages and interactive experiences to create more effective, engaging, and intuitive designs that enhance users' experiences.
- Humans naturally organise visual information into groups.
Our brains automatically try to make sense of visual designs by arranging elements into meaningful patterns rather than seeing individual parts. This innate tendency enables designers to utilise these perceptual principles to guide user attention and create more intuitive interfaces that work with, rather than against, natural human perception. - These principles work best for information-heavy designs
Gestalt principles are most effectively applied in messages and interactive experiences where information needs to be organised clearly and navigated intuitively. Unlike environmental or object design, these fields require deliberate grouping and hierarchy to minimise cognitive overload and improve user experience. - Deliberate application enhances communication effectiveness
While students often use these principles intuitively, intentionally manipulating design elements, principles, and layouts through Gestalt principles creates clearer communication and a better user experience. This requires moving beyond natural tendencies to make conscious design decisions that organise information strategically. - Movement and animation can override other principles.
Common fate, which involves elements moving together, is unique among the Gestalt principles because it employs motion or animation and can overrule other visual grouping principles. This makes it especially powerful in interactive experiences where dynamic elements can establish stronger perceptual connections than static visual similarities.
Proximity.
Continuity.
Similarity.
Closure.
Common fate.
Figure-ground.
Focal point.
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Gestalt principles of visual perception
Introduction
The Gestalt principles of visual perception refer to a set of principles that describe how humans perceive (make sense of) and organise visual components into meaningful information. These principles can be applied to communication and interactive experience design to help create more effective and engaging designs and user experiences.
The following are the seven Gestalt principles of visual perception used in VCD Visual Communication Design:
- Proximity
Objects close to each other tend to be perceived as a group or a unit. This principle can organise visual elements and create a visual hierarchy.
- Continuity
Humans tend to perceive objects as a continuous whole, even if they are interrupted by other objects or lines. This principle can be used to create flow and movement and direct users to specific parts of the design.
- Similarity
Objects that are similar in appearance tend to be grouped. This principle can create patterns, organise visual elements, and establish a theme.
- Closure
Humans perceive incomplete objects as complete if the missing parts can be inferred. This principle can be used to create visual puzzles and intrigue.
- Common Fate
Humans perceive elements that move in the same direction at the same time as a unified group or object.
- Figure-Ground
Humans tend to perceive an image in terms of a figure (the main subject or object) and the background. The figure is usually seen as more prominent than the background, and it can be emphasised by using contrast, colour, or size.
- Focal Point
When humans see an image, they focus on a specific point or area within it. This focal point often becomes the centre of attention and stands out from the rest of the image. Careful focal point creation can direct users to specific parts of the design.
By understanding and applying these principles, designers can create more effective and engaging Messages and Interactive Experiences. For example, using contrast and size to emphasise a figure can help draw the viewer's attention to the most important elements of a design, while using proximity and similarity can help organise visual elements to communicate messages clearly.
USING Gestalt PRINCIPLES of visual perception IN PRACTICAL EXERCISES
ON CHOOSING THE BEST DESIGN ELEMENTS AND PRINCIPLES FOR ANALYSIS QUESTIONS
Proximity
Description
Proximity is used in communication design and interactive experience design to help designers create visual hierarchies and organise information in a way that is easy for users to understand and navigate.
Proximity can be used to group related elements together, such as headlines and body copy, or images and captions. By grouping related elements together, designers can create a visual hierarchy that guides the user's eye through the design and communicates the intended message in a clear and effective way.
In interactive experience design, proximity can be used to group related buttons or links together, making it easier for users to understand the interface. For example, in a website design, the designer might group the primary navigation links together in a menu at the top of the page, while grouping secondary links together in a sidebar or footer.
By understanding how proximity affects visual perception, designers can create designs that are intuitive, easy to navigate, and communicate their intended message effectively.
In analysis
In practical work
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Continuity
Description
Gestalt continuity in communication design and interactive experience design refers to the way our brains naturally group together elements that are visually and conceptually similar. This principle is based on the Gestalt theory, which suggests that our brains perceive the whole of an object or scene, rather than just its individual parts. In design, gestalt continuity is used to create a sense of flow and coherence, allowing users to navigate through a design or interface more easily by determining the direction of flow a designer wants the user to take.
Continuity can be achieved by grouping together similar elements, such as colors, shapes, or patterns, so that they appear to belong together and form a cohesive whole. For example, in website design, continuity might be used to create a consistent visual hierarchy, with headers, subheadings, and body text all using the same font and color scheme.
In interactive experience design, continuity can also be used to create a sense of progression or narrative flow. For example, in a video game, continuity might be used to create a consistent visual style and user interface across different levels or stages, so that players feel like they are part of a cohesive story.
Continuity helps to create a sense of order and coherence, making it easier for users to engage with and understand the design or interactive experience.
In analysis
Consider and describe how a designer has deliberately created a narrative or reading direction through a design. This may include the colours, sizes, shapes, positions, etc of components.
Discuss and explain the effect of the use of continuity.
In practical work
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Similarity
Description
With Gestalt similarity, elements that share similar attributes, such as colour, shape, size, texture, or orientation, are perceived as belonging together and forming a coherent group despite actually coming from different groups. This is used in communication design and interactive experience design to create appealing and understandable compositions, guide user interactions, and facilitate usability.
In communication design, similarity can be used to create visual hierarchy and structure, by styling related elements and separating them from other components that serve a different purpose.
In interactive experience design, Gestalt similarity can create clear and intuitive interfaces by using consistent visual cues and feedback to guide user actions. For example, a mobile app designer might use a consistent button style and colour to indicate which elements are clickable and which are not, or use a consistent animation or sound effect to indicate that a task has been completed successfully.
Similarity helps designers create compelling and engaging visual experiences by leveraging the innate principles of human perception to communicate information and guide user behaviour.
In analysis
Consider and describe how a designer has deliberately styled similarly functioning components of a design or interface to facilitate meaningful and intuitive user interaction. Explain the elements and principles of design that have been used to ensure these components' separation from the rest of the design.
Discuss and explain the effect of the use of similarity.
In practical work
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Closure
Description
Closure in design suggests that the human mind has a tendency to perceive incomplete forms or shapes as complete ones. In other words, people can be led to see closure or completeness in the things they see, even if parts of shapes or forms are missing.
In communication design, closure is used to create cohesive designs by manipulating shapes, colours, and other visual elements to prompt the viewer to complete the missing parts. For example, a logo design that features an abstract shape that is not entirely closed can be understood as a completed shape.
In interactive experience design, closure can be used conceptually to guide the user's attention and create a sense of flow. Interactive experiences often involve a series of actions or steps, and designers can use closure to visually connect these steps.
Closure allows designers to create engaging and cohesive designs that communicate ideas and information and guide users through an interactive experience.
In analysis
Consider and describe the ways designers present ideas and information. Are any parts of the design left out to de-clutter and promote engagement?
Discuss and explain the effective use of closure, where it is present.
In practical work
Using the Principles of Good Design, consider how much of a design is actually necessary in order for a user to understand it correctly.
Instead of adding components in refinement, remove them. Simplify, clarify and de-clutter your work to inspire audience engagement.
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Common Fate
Description
Gestalt common fate is a principle of perceptual organisation that states that objects that move or behave together are perceived as belonging together. Just as a human tends to see a flock of birds twisting and turning synchronously as one, common fate can be used to unit elements of a design that share a similar motion or behaviour. For example, a home screen on a mobile phone uses the common movement of icons to group them together as a coherent entity. Common fate is different from the other Gestalt Principles of Visual Perception because of the use of movement or animation. In this way, common fate may supersede other Gestalt Principles of Visual Perception.
In interactive experience design, common fate can be used to unite different elements of an experience. For example, a game might use a common visual cue to indicate when the user is entering a new area or interacting with a new object.
Gestalt common fate helps designers create engaging and effective communication and interactive experiences. By using this principle to tie together elements of a design or experience, designers create a sense of unity and coherence that enhances the user's engagement, understanding and enjoyment of the content.
In analysis
Consider and describe how a designer has deliberately grouped and animated similarly functioning, though perhaps differently appearing visual elements together to create a coherent entity.
Discuss and explain the effective use of common fate.
In practical work
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Figure-Ground
Description
The Gestalt principle of "figure-ground" states that our minds naturally perceive objects as distinct from their surroundings. In communication design and interactive experience design, figure-ground is essential to creating clear and practical designs that can quickly and easily communicate information to the viewer or user.
Figure-ground refers to the idea that visual elements can be perceived as a composition's focal point (figure) or background (ground). Designers use this principle to create visually appealing and balanced layouts that guide the viewer's eye to the most important information.
In interactive experience design, figure-ground can be applied to the user interface to create straightforward and intuitive navigation. By using contrast and visual hierarchy, designers can make interactive elements stand out as the figure and create a clear distinction between them and the background.
Figure-ground is crucial to effective communication and interaction design. By using it carefully, designers can create intuitive and meaningful designs.
In analysis
Consider and describe components that are intended to serve as the 'figure'. Explain how the designer has used the elements and principles of design to separate them or blend them with their back-'ground'.
Discuss and explain the effective use of figure-ground.
In practical work
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Focal point
Description
Gestalt focal point refers to a human's tendency to perceive and group visual elements based on proximity, similarity, and continuity. This means that when we look at a visual design, our brain automatically tries to make sense of the information by organising it into meaningful patterns. The focal point is the specific area or element within a design that immediately grabs our attention and draws us in. It can be created using various design techniques such as colour, contrast, size, placement, and typography.
For example, in a communication design, the focal point could be a large, bold headline with a contrasting colour placed prominently on the page. This would draw the viewer's attention to the headline and communicate the main message of the page.
In interactive experience design, the focal point can guide users through a specific flow or draw attention to important elements within the interface. For example, in a mobile app, the focal point could be a large button with a bright colour that invites users to take a specific action.
Using focal point, designers can create effective and engaging designs that communicate their intended message clearly and efficiently.
In analysis
Consider and describe how a designer has emphasised certain design elements and principles to direct a viewer's eye to a specific part of a design.
Discuss and explain the effective of the use of focal-point.
In practical work
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task
Show I know ...
The following tasks are intended to help students stage their writing by separating the command functions of analysis. Choose appropriate examples of visual communication from the fields of Messages and Interactive Experiences.
2.1 Identify
2.2 Describe
(This is typically a difficult step, that students omit when they go directly to explain how...)
Referring to the elements and principles of design, describe the way the designer has implemented the Gestalt Principles of Visual Perception.