AWESOME poster - need I say more!

http://salenacastro7.wordpress.com/2011/01/31/21/

When you first see the above cigarette you miss what's really happening within the lit, burning tip... look carefully and see the burning trees and houses! If this isn't enough to make someone think twice before at least flicking their bud out the window then I REALLY don't know!

Theory of gestalt in graphic design

Today I will be introducing my students to the theory of gestalt in graphic design! It always amazes me that as a graphic designer (working in the industry) we tend to get to the point where we do things a certain way automatically and every now and then I do enjoy going back to the books to re-evaluate what it is that we are doing as professionals. Going through gestalt again reminds me of how our human brain functions and interpret the various things we see. I find it fascinating to be honest!

So gestalt then...

This is probably the most applicable psychological theory when it comes to graphic design. We as graphic designers are most certainly not psychologists and after researching extensively I have found the best explanation on 2 fellow blog (http://jayce-o.blogspot.com/2010/12/graphic-design-and-gestalt-theory.html and http://www.designdune.com/inspiration/the-best-photos-to-illustrate-gestalt-theory/). This description is just enough to understand and apply without having the HUGE theory component added to confuse my students.

Gestalt teaches us how visual perceptions (what the eye sees) can be formed. Gestalt principles that are applied in graphic design include proximity (closeness of the position), similarity (similar form), closures (closure of), continuity (continuity of the pattern), and figure ground.

1. Proximity - Objects with a position adjacent to each other will be grouped as a whole.

You perceive this logo as one unit and not of a whole bunch of smaller parts.

 

2. Similarity - Objects forms and similar elements will be grouped as a whole.

Your brain has quickly interpreted the eagle surrounded by the sun and you moved on. However, if you spend some time trying to analyse the picture, you will soon discover that the eagle contains similar elements with the sun; this is the reason why you brain has interpret this image as a whole. This picture is the perfect illustration of the similarity principle, which happens when there are elements that look similar and the brain concentrates them into a single pattern or image. In this case, the triangular shapes are the similar elements, so you can see the eagle, the sun or the image as a whole.

3. Closure - An object will be intact even if the form is not closed entirely.

Your eye will automatically sees the shape "A" in the logo as it completes the missing parts.

 

4. Continuity - The object will be perceived as a group because of the continuity of the pattern.

As a result of continuity your brain processes what it seas to be able to read this logo.

5. Figure Ground - An object can be seen as two objects with a touch of foreground and background. Each can be identified as objects without having to form it into a solid.

Sample of Figure Ground: see the face of the baby in the negative space of the moon!