Gestalt

WEB DESIGNMater of Arts in Communication Design

Gestalt

WEB DESIGN NABA 2014 Roberto DADDA 2

Gestalt (applied to design)Visual perception theory

Gestalt

"The whole is other than the sum of the parts" Kurt Koffka

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WEB DESIGN NABA 2014 Roberto DADDA

Zeotrope

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S.Dalì, 1935, Mae West


GestaltPrinciple of form perception

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Gestalt grouping

Gestalt


The law of proximity posits that when we perceive a collection of objects, we will see objects close to each other as forming a group.

Gestalt




The law of symmetry captures the idea that when we perceive objects we tend to perceive them as symmetrical shapes that form around their centre.

Gestalt

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Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern.

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Opera



When similarity occurs, an object can be emphasised if it is dissimilar to the others. This is called anomally.

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The figure on the far right becomes a focal point because it is dissimilar to the other shapes.


Aka common fate

Gestalt


The law of closure posits that we perceptually close up, or complete, objects that are not, in fact, complete.

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Closure: let’s use it!

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Continuation occurs when the eye is compelled to move through one object and continue to another object.

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Aka good curve

Gestalt


Aka good figure

Gestalt


The figure & ground phenomenon captures the idea that in perceiving a visual field, some objects take a prominent role (the figures) while others recede into the background (the ground).

Gestalt

Figure-ground ambiguities. (a) Ambiguous face–vase (31). (b) Normally, trees are seen as figure, and the space between as ground. However, when the space is attended, or when it has a meaningful shape, it also can be seen as figure. (Courier & Ives, ca. 1835).

Edgar Rubin



Experience

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Maurits Cornelis Escher(Leeuwarden, 17 giugno 1898 – Laren, 27 marzo 1972)





Ambiguity

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You should always start with the container, or the overall structural shell of a design. Forget the details and individual components for now.

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Roberto Dadda

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