![]() ![]() Visual marketers can also use the Law of Closure themselves to create more engaging and memorable content. When we see a logo like the WWF one below, our minds fill in the gap to recognize the panda as a whole, even if many of the lines aren’t actulally there. ![]() You’ll find the Law of Closure in the innovative logos of several famous companies, such as WWF or Apple. With a quick look at the image, your mind instantly fills in the missing parts with two shapes that you already know: circles and triangles. The image below is a great example of this. ![]() This means that our brains also tend to complete missing links without being asked to, though we must first be familiar enough with the implied shape for this to happen. This law tells us that our brains usually associate disconnected elements with forms we already know. Or break it to grab attention! Click To Tweet Law of Closure Use the 'Law of Similarity' to improve your visuals. Since the red CTA button stands out from the uniform blue color of the page, it’s impossible for readers to miss. The CTA below is a perfect example of this. If you want to draw attention to a particular element, make sure its design breaks away from the rest of the page. This helps consumers link items together for faster and easier processing.Īnother way to apply the Law of Similarity is to break it. In the above eBay homepage, images and text of various sizes appear to belong to the same group because of the common green color. One way to create a visual unity of dissimilar objects is to apply a common characteristic to them, such as the same background color. The Law of Similarity says that our brains perceive objects with common elements as belonging to each other, whether the“common elements” here are shape, color, size, texture, or any other visual element.Īs far as web content goes, the Law of Similarity is useful when you need to organize dissimilar objects – such as images and texts of different sizes – into a group. By arranging different elements close to one another at an equal distance apart, a clear pattern forms for a striking visual impact. Marketers and advertisers can also use the Law of Proximity to deliver a memorable and eye-catching visual message, just like Prada did in this print ad below. Since our brains seek continuity, this subconscious grouping lets your brain create a clear interpretation of the relationship between objects. The Law of proximity says that we subconsciously perceive objects that are close to one another as within the same group. So, let’s take a look at how the five Gestalt principles above influence visual perception and what you can do to apply the principles to your visual marketing. This means that having an understanding of how humans react to visual stimuli can be very beneficial not only will you be able to deliver your visual message with greater efficiency, but knowing Gestalt psychology gives you room to be creative as well. 5 Ways Using Gestalt Principles Can Improve Your Visual Marketing Click To TweetĪnd humans don’t actually make their decisions on their own – instead, they are subject to internal biases, external pressures, and a host of other factors. Optical illusions are just one example of this. Gestalt principles: proximity, similarity, closure, continuity, and Prägnanz (figure-ground).įor visual marketers, this is great news.īecause as wonderful as the human mind is, it doesn’t reliably use logic when it comes to visual perception. Or in other words, putting together something as a whole can help it take on a new dimension of its own. The word “ gestalt” itself means “unified whole,” a phrase that perfectly captures how we perceive, process, and piece together fragmented parts.Ī major misconception of Gestalt principles goes back to an incorrect English translation: “the whole is greater than the sum of its parts.”īut in truth, the essence of Gestalt is that “ the whole is other than the sum of its parts.” This essence here implies our perception of the whole can be created independently of its parts. Gestalt psychology is a visual perception theory – developed by German psychologists in the early 1920s – that tries to explain the way our minds navigate the chaotic world to make meaningful conclusions. ![]()
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