Perhaps one of potent tools a designer can possess, in addition to good typography of course, is a thorough understanding of the Gestalt Principles. Around 1900 German & Austrian scientists began to formulate concepts based on humans tendencies to seek patterns, and specifically how we organize and process graphic data through these patterns. The theory and data they derived is particularly important to those in the visual arts field and most notably Graphic Designers. The Gestalt Theory states: 1) The parts of a visual image may be considered analyzed and evaluated as distinct components. 2) The whole of a visual image is different from and greater than the sum of it’s parts.

For instance, when one looks at a poster they may notice the type, color, and any visual elements the designer chose to employ. Each element can be individually admired, yet when combined they take on a coherent identity with each part adding to the other. Furthermore, we have been conditioned to seek visual patterns, which informs us that these elements, though all separate, should be viewed as a whole, completing the formula for building a poster. By equipping ourselves with a thorough knowledge and understanding of these principles, we can predict how our audience will view and react to our work.

The 7 Gestalt Principals

1. Figure / Ground - the law of perception that allows us to read imagery through contrasting elements.
2. Equilibrium - the psychology that tends toward order, balance, and efficiency. Humans interpret complex natural phenomena as simple and complete.
3. Isomorphic Correspondence - the relationship between structural characteristics and behavioral characteristics. Experiences of people, both physical and psychological are recalled and triggered by specific events.
4. Closure - closed shapes are more stable than unclosed shapes. Humans have tendencies to close and complete gaps and unfinished forms.
5. Proximity - Perceptual groupings are favored according to closeness of parts. Nearer parts form groups and unite visually.
6. Continuation - The eye will follow or continue along a straight line or curve.
7. Similarity - Similar objects defined by shape, size, color, and direction will be perceived in groups and units.