q The

Gestalt Principles of
Visual Perception
In the early 20th century, three German psychologists—
Max Wertheimer, Wolfgang Kohler, and Kurt Koffka—
evolved a set of ideas as to how people perceive visually.

According to Gestalt psychology:

the whole is different than the sum of its parts.
Based upon this belief, Gestalt psychologists developed a
set of principles to explain how humans will perceptually
group objects to form larger objects or imagine implied
connections.

Once understood, the Gestalt Principles are a powerful

way to decode graphics and to understand the fundamen-
tals of how to organize information and pictures.
1EQUILI B R I U M ( i e, B A L A N C E )
Balance is either symmetrical or asymmetrical. This is based on the imaginary
gravity in the Flatland of a paper or screen, the rectangle we look at so often.

S Y M M E T R I CA L ASYMMETRICAL
Static, stable, conservative Dynamic, modern
1EQUILI B R I U M ( i e, B A L A NC E )
1EQUILI B R I U M ( i e, B A L A N C E )
Use the Align feature in Adobe Illustrator to establish a precise equilibrium.
2figure/ground contrast
The operative word here is contrast—this can be contrast of
color or of value (lightness/darkness). This can be described
as either high contrast with, clear distinction between figure
and ground or low contrast where it is not so clear.
2figure/ground contrast
Camouflage is a great example of a confusion of figure/ground contrast.
2figure/ground contrast
Figure/ground contrast can be evaluated on whether it is strong and clear or
poor and unclear. It is all relative.
3S imilarity
We humans tend to conceptually group things that appear similar.
4PROX I Mity
We also group things that are close to each other.
5CLOSU R E
A shape does not need to be a complete form for us to imagine the rest of it.
5CLOSU R E
This is a neatly efficient way to pack additional meaning into a logo.
6Continuation
If things are placed to form imaginary lines, we’ll imagine them. There is an
element of proximity at play with the principle of Continuation.
6Continuation
Continuation is the underlying principle in the perception of the celestial
bodies of the Zodiac figures.
6Continuation
Continuation is also the underlying structure of a page layout, The Grid.
6Continuation
Use Guides in Adobe Illustrator to make lines of Continuation: click on a ruler
and drag out into the document.
7ISOMO R P H I C C O R R E S P O N D E N C E
What is this thing below?
7ISOMO R P H I C C O R R E S P O N D E N C E
Isomorphic Correspondence is our ability to apply recognition to an abstract-
ed shape or set of shapes that bear resemblance to something we know.
BALAN C E
FIGURE / G RO U N D C O N T R A S T
SIMILA R I T Y
PROXIM I T Y
CLOSU R E
CONTI N UAT I O N
ISOMO R P H I C C O R R E S P O N DA N C E

The Gestalt Principles of Visual Perception are rarely seen singly, but rather
every graphic that we see, every visual perception, is a combination of at least
several of these principles.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.
QUIZ TI M E !
Identify the Gestalt Principles seen in the following graphics.