Gestalt Psychology, the Principles of Design and Advertising Art Direction.
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Transcript of Gestalt Psychology, the Principles of Design and Advertising Art Direction.
![Page 1: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/1.jpg)
Gestalt Psychology, the Principles of
Designand
Advertising Art Direction
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Design = Order + Beauty
“The order the designer creates out of a chaos of pictures, copy blocks, headlines, and white space makes it easy for the reader to read and understand the ad.”
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Gestalt Psychology
• “the whole is greater than the simple sum of its parts
• Visual Weight (see balance)
• Grouping
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Grouping
• Similarity
• Proximity
• Continuity
• Closure (common fate)
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Grouping by Similarity
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Grouping by Proximity
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Grouping by Proximity
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Continuity
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Closure (Common Fate)
A C13
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Closure (Common Fate)
13
12
14
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Closure (Common Fate)
A C13
12
14
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Principles of Design:
• Balance
• Proportion
• Sequence
(Flow/Movement, Rhythm)
• Unity (Harmony)
• Emphasis
(Dominance, Contrast)
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Balance
• Optical/visual weight (Gestalt psychology)
• Formal Balance(symmetrical)
• Informal Balance(asymmetrical)
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Balance: Optical vs. geometric center
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Balance: Optical vs. geometric center
x
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Formal Balance
CHAIRS
all kinds of chairsBig chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it.
LOGO
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Informal Balance
CHAIRSall kindsof chairs
Big chairs, small chairs, formal chairs, informal chairs. If it has
four legs and is designed for sitting, we’ve got it.
LOGO
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Proportion
• The “Golden Section.”
aka “Golden Mean.”
2:3
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Golden Section
A CB
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The smaller section is to the greater as the greater is to the
whole. Thus:BC AB
AB AC=
A B C
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Sequence (Flow/Movement,
Rhythm)• Natural entry points
• Common visual paths
• Directional cues
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Natural Entry Points by Quadrant
41% 20%
25% 14%
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Visual Paths
CHAIRS
all kinds of chairsBig chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it.
LOGO
![Page 35: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/35.jpg)
Visual Paths
CHAIRSall kindsof chairs
Big chairs, small chairs, formal chairs, informal chairs. If it has
four legs and is designed for sitting, we’ve got it.
LOGO
![Page 36: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/36.jpg)
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The “Z” Pattern
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Directional Cues
Chairs
Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it.
![Page 41: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/41.jpg)
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Unity (Harmony)
• Borders
• Negative space
(White space)
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CHAIRSall kindsof chairs
Big chairs, small chairs, formal chairs, informal chairs. If it has
four legs and is designed for sitting, we’ve got it.
LOGO
![Page 46: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/46.jpg)
CHAIRSall kindsof chairs
Big chairs, small chairs, formal chairs, informal chairs. If it has
four legs and is designed for sitting, we’ve got it.
LOGO
![Page 47: Gestalt Psychology, the Principles of Design and Advertising Art Direction.](https://reader035.fdocuments.us/reader035/viewer/2022081506/56649cd55503460f9499c771/html5/thumbnails/47.jpg)
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Emphasis(Dominance,
Contrast)• size
• position
• novelty
• tone or color
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Size
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Position
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Novelty
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Tone or Color
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