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