Just as we tend to group together objects that are close to one another, we also tend to group together objects that are similar-whether in color, shade, orientation or shape. The short segments of the “I” are all closer together than the short and long segments of the top horizontal bar, which has greater gaps between the “B” and “M” and the crevice in the “M.” As a result, we perceive the “I” as a unit and not the top horizontal bar. If there is a series of objects (such as lines), we tend to perceive objects that are close together as a group. The reason in fact has to do with the very simple gestalt principle of proximity. Logo: Hebrew version for IBM (via Logodesignlove) The below version is in Hebrew, and we bet you’ll be able to see distinct letters even if you don’t know the Hebrew alphabet: Why is this? Partly, it’s because we recognize the letters “I,” “B” and “M”, but not entirely. We don’t see 8 long horizontal lines that have gaps in them. When we look at the IBM logo, most of us see three letters composed of short horizontal lines stacked on top of each other. The perception of illusory depth disappears when the background is non-uniform Proximity The version below looks more like a mosaic, laid out in a single flat plane, rather than a figure in front of a background. Notice how the figure-ground distinction breaks down when the surrounding field is no longer uniform. You can do it, but it doesn’t feel natural. Try imagining that the orange area is a sheet of paper with “W”- and dot-shaped holes cut out of it. That’s thanks to the figure-ground gestalt principle, which says that when a smaller shape is surrounded by a larger uniform area, we perceive the smaller object to be in front and have the border. With effort you can reverse the effect. Rather, most of us perceive an illusory depth as well: we see a figure (a “W” and dot) and a ground that appears to be behind it. When we look at the Sony Walkman logo (above), we don’t simply see a single plain containing orange and white pixels – even though that’s actually what it is. To better explain how to utilize gestalt principles in your work, we’ve put together a designer-oriented crash course. These principles are fundamental building blocks for creating visual meaning – and often seen in logo design. Taken from the German word for “form” or “shape,” it often refers to the overall look of something that is greater than the sum of its parts. In psychology, gestalt refers to the basic principles that allow us to visually perceive order. The word “gestalt” gets thrown around a lot in design.
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