Gestalt theories of perception
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1 Gestalt theories of perception THE MOST IMPORTANT LECTURE YOU WILL EVER ATTEND!!!!! Talk about the journey to this point
2 GESTALT PRINCIPLES Gestalt psychology Gestalt psychology was founded in 1910 by three German psychologists, Max Wertheimer, Kurt Koffka and Wolfgang Köhler. The Gestalt movement really began in 1912 when Werthemeimer investigated the phi-phenomenon. The phi-phenomenon is when we see a row of lights flash in sequence, like on a theater marquis, and instead of seeing a static light going on and off we perceive the light as moving. We respond to some images very strongly, based on our experiences in the physical world. Sharp, pointed shapes communicate danger or pain because we've felt the pain of thorns, broken glass, etc.
3 GESTALT PRINCIPLES Gestalt means Form or Shape. Summary idea Gestaltists believe that we don t see things as individual items but that all the individual items are associated as one whole. Why we care Visual communications involves crafting the perceptual structure for your message using Gestalt principles. Why we bring it up here Rules of grammar and composition are foundation for effective writing; this is the foundation of visual grammar & composition Need to bear in mind that these are principles and they apply across all aspects of graphic design. I will show you examples of thing you will be designing in this class and little diagrams to clarify specific concepts, but these ideas apply to all design More than this: they apply to why you see and understand things the way you do.
4 GESTALT PRINCIPLES: ISOMORPHIC CORRESPONDENCE We respond to some images very strongly, based on our experiences in the physical world. Sharp, pointed shapes communicate danger or pain because we've felt the pain of thorns, broken glass, etc.
5 A picture of a Thanksgiving turkey may stir memories of warm, happy family dinners. GESTALT PRINCIPLES: ISOMORPHIC CORRESPONDENCE
6 GESTALT PRINCIPLES: ISOMORPHIC CORRESPONDENCE Romney Logo makes of think of Aquafresh We're responding to the meaning of the image, associating it with memories we have.
7 GESTALT PRINCIPLES: Pragnanz We tend to order our experience in a manner that is regular, orderly, symmetric, and simple We tend to group things together based on similarity, but there are many kinds of similarity. Ask What they see as a whole first Please note that similarity and all of these principles can apply to more than one aspect of a design. relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
8 GESTALT PRINCIPLES: Pragnanz The Law of Good Figure or The Law of Simplicity We tend to group things together based on similarity, but there are many kinds of similarity. Ask What they see as a whole first Please note that similarity and all of these principles can apply to more than one aspect of a design. relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
9 GESTALT PRINCIPLES: SIMILARITY SHAPE COLOR ALIGNMENT ANGLE SIZE VALUE SIZE & COLOR We tend to group things together based on similarity, but there are many kinds of similarity. Ask What they see as a whole first Please note that similarity and all of these principles can apply to more than one aspect of a design. relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
10 GESTALT PRINCIPLES: SIMILARITY, THE FLIP SIDE SHAPE COLOR ALIGNMENT ANGLE SIZE VALUE Similarity can work either way: Ask What stands out first When a group of items have similar characteristics, we ll tend to focus on the difference. relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
11 GESTALT PRINCIPLES: SIMILARITY
12 GESTALT PRINCIPLES: SIMILARITY
13 GESTALT PRINCIPLES: SIMILARITY
14 GESTALT PRINCIPLES: SIMILARITY
15 Inverse at work brings out the copy GESTALT PRINCIPLES: SIMILARITY
16 GESTALT PRINCIPLES: SIMILARITY
17 Inverse at work brings out the copy GESTALT PRINCIPLES: SIMILARITY
18 GESTALT PRINCIPLES: SIMILARITY
19 relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection. GESTALT PRINCIPLES: SIMILARITY
20 GESTALT PRINCIPLES: SIMILARITY
21 relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection. GESTALT PRINCIPLES: SIMILARITY
22 relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection. GESTALT PRINCIPLES: SIMILARITY
23 GESTALT PRINCIPLES: SIMILARITY
24 GESTALT PRINCIPLES: PROXIMITY CLOSE TOUCH OVERLAP We also group based on proximity Things that are relatively close will be understood to be more related than distant objects. Types of proximity: Edge proximity Touch Overlap Note that combining principles (size & proximity) can start to build more complicated relationships
25 GESTALT PRINCIPLES: PROXIMITY
26 GESTALT PRINCIPLES: PROXIMITY
27 GESTALT PRINCIPLES: PROXIMITY
28 GESTALT PRINCIPLES: PROXIMITY
29 GESTALT PRINCIPLES: PROXIMITY
30 GESTALT PRINCIPLES: PROXIMITY
31 GESTALT PRINCIPLES: CONTINUATION Guiding the eye The eye will follow a line or curve and continue moving in the same direction We perceive separate objects as related if they follow the same path. Momentum: your eye tends to keep moving in the same direction until signaled to change directions. Method for guiding reader s eye through a composition For us, this means that reading should usually follow established direction from upper left to lower right. Eye will follow a line or curve Where does eye go first? Second? Why? Logos: Color can be used to emphasize continuity for clarity
32 GESTALT PRINCIPLES: CONTINUATION
33 GESTALT PRINCIPLES: CONTINUATION
34 GESTALT PRINCIPLES: CONTINUATION
35 GESTALT PRINCIPLES: CONTINUATION
36 GESTALT PRINCIPLES: CONTINUATION
37 GESTALT PRINCIPLES: CONTINUATION
38 GESTALT PRINCIPLES: CONTINUATION
39 GESTALT PRINCIPLES: CONTINUATION
40 SIMILARITY, PROXIMITY & CONTINUATION In application Where does eye start? Where go from there? How do you relate elements? relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
41 SIMILARITY, PROXIMITY & CONTINUATION In application Where does eye start? Where go from there? How do you relate elements? relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
42 SIMILARITY, PROXIMITY & CONTINUATION In application Where does eye start? Where go from there? How do you relate elements? relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
43 GESTALT PRINCIPLES: Common Fate We tend to group similar objects together that share a common motion or destination. Momentum: your eye tends to keep moving in the same direction until signaled to change directions. Method for guiding reader s eye through a composition For us, this means that reading should usually follow established direction from upper left to lower right. Eye will follow a line or curve Where does eye go first? Second? Why? Logos: Color can be used to emphasize continuity for clarity
44 GESTALT PRINCIPLES: Common Fate Momentum: your eye tends to keep moving in the same direction until signaled to change directions. Method for guiding reader s eye through a composition For us, this means that reading should usually follow established direction from upper left to lower right. Eye will follow a line or curve Where does eye go first? Second? Why? Logos: Color can be used to emphasize continuity for clarity
45 GESTALT PRINCIPLES: Common Fate Momentum: your eye tends to keep moving in the same direction until signaled to change directions. Method for guiding reader s eye through a composition For us, this means that reading should usually follow established direction from upper left to lower right. Eye will follow a line or curve Where does eye go first? Second? Why? Logos: Color can be used to emphasize continuity for clarity
46 GESTALT PRINCIPLES: Common Fate Momentum: your eye tends to keep moving in the same direction until signaled to change directions. Method for guiding reader s eye through a composition For us, this means that reading should usually follow established direction from upper left to lower right. Eye will follow a line or curve Where does eye go first? Second? Why? Logos: Color can be used to emphasize continuity for clarity
47 GESTALT PRINCIPLES: CLOSURE Familiar shapes are perceptually completed when incomplete; your mind fills in the gaps. Familiar shapes are perceptually completed when incomplete; your mind fills in the gaps.
48 GESTALT PRINCIPLES: CLOSURE
49 GESTALT PRINCIPLES: CLOSURE
50 GESTALT PRINCIPLES: CLOSURE Coles Phillips ( ) The Fadeaway Girl
51 GESTALT PRINCIPLES: CLOSURE
52 GESTALT PRINCIPLES: CLOSURE
53 GESTALT PRINCIPLES: CLOSURE
54 GESTALT PRINCIPLES: CLOSURE
55 GESTALT PRINCIPLES: CLOSURE
56 GESTALT PRINCIPLES: CLOSURE
57 GESTALT PRINCIPLES: CLOSURE
58 GESTALT PRINCIPLES: FIGURE/GROUND The distinction between an object and its surroundings; positive and negative space contrast The eye and mind separate an object (figure) from it s surroundings (ground). Many times the figure/ground relationship is dynamic and ambiguous. There is more than one solution of what is figure and what is ground.
59 GESTALT PRINCIPLES: FIGURE/GROUND
60 GESTALT PRINCIPLES: FIGURE/GROUND
61 GESTALT PRINCIPLES: FIGURE/GROUND
62 GESTALT PRINCIPLES: FIGURE/GROUND
63 GESTALT PRINCIPLES: FIGURE/GROUND
64 GESTALT PRINCIPLES: FIGURE/GROUND
65 GESTALT PRINCIPLES: FIGURE/GROUND The eye and mind separate an object (figure) from it s surroundings (ground). Many times the figure/ground relationship is dynamic and ambiguous. There is more than one solution of what is figure and what is ground.
66 GESTALT PRINCIPLES: FIGURE/GROUND Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
67 GESTALT PRINCIPLES: FIGURE/GROUND
68 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
69 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
70 Similarity, Proximity, Continuation, Closure, Figure/ground,
71 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
72 Similarity, Proximity, Continuation, Closure, Figure/ground,
73 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
74 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
75 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
76 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
77 Similarity, Proximity, Continuation, Closure, Figure/ground, Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
78 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
79 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
80 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
81 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
82 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
83 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
84 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
85 WHEN GESTALT GOES BAD Similarity Proximity Continuation Closure Figure/ground Isomorphic correspondence relation, association, link, correlation, correspondence, parallel, alliance, bond, interrelation, interconnection.
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