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Gestalt Psychology, the Principles of
Designand
Advertising Art Direction
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.”
Gestalt Psychology
• “the whole is greater than the simple sum of its parts
• Visual Weight (see balance)
• Grouping
Grouping
• Similarity
• Proximity
• Continuity
• Closure (common fate)
Grouping by Similarity
Grouping by Proximity
Grouping by Proximity
Continuity
Closure (Common Fate)
A C13
Closure (Common Fate)
13
12
14
Closure (Common Fate)
A C13
12
14
Principles of Design:
• Balance
• Proportion
• Sequence
(Flow/Movement, Rhythm)
• Unity (Harmony)
• Emphasis
(Dominance, Contrast)
Balance
• Optical/visual weight (Gestalt psychology)
• Formal Balance(symmetrical)
• Informal Balance(asymmetrical)
Balance: Optical vs. geometric center
Balance: Optical vs. geometric center
x
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
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
Proportion
• The “Golden Section.”
aka “Golden Mean.”
2:3
Golden Section
A CB
The smaller section is to the greater as the greater is to the
whole. Thus:BC AB
AB AC=
A B C
Sequence (Flow/Movement,
Rhythm)• Natural entry points
• Common visual paths
• Directional cues
Natural Entry Points by Quadrant
41% 20%
25% 14%
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
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
The “Z” Pattern
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.
Unity (Harmony)
• Borders
• Negative space
(White space)
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
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
Emphasis(Dominance,
Contrast)• size
• position
• novelty
• tone or color
Size
Position
Novelty
Tone or Color