Gestalt principles are important to understand. They sit at the foundation of everything we do visually as designers. They describe how everyone visually perceives objects. This article is part of a new series about design principles that can serve both as a refresher for seasoned designers and reference for newcomers to the industry. Hopefully, the […]
Design is an arrangement of both shapes and space. Learn to see the shapes that space forms and how space communicates. This is second part of a series on design principles for beginners. The first part covered an introduction to gestalt; today Steven Bradley will build on those gestalt principles and show you how many of
Showing that some things are the same and some are different is the first step in visual communication. It’s the primary way that viewers derive meaning. Contrast and similarity have different functions. They are used in varying degree and in combination. You’ll always see some of both because neither exists without the other. Changing one means
Visual direction is the perceived direction of forces acting on and exerted by elements. A visually heavy element will attract the eye to it. The direction is a cue to the viewer’s eye to move elsewhere. We refer to this force as visual weight and to the perceived direction of visual forces as visual direction.
Emphasis is relative. For one element to stand out, another has to serve as the background from which the first is to stand out. Some elements need to dominate others in order for your design to display any sort of visual hierarchy. By varying the visual weight of some elements and the visual direction of
Compositional flow determines how the eye is led through a design: where it looks first, where it looks next, where the eye pauses, and how long it stays. You have a lot of control over where people look when they’re viewing a webpage you’ve designed. On a text-heavy and graphic-light page, a visitor’s eye likely
Balancing a composition involves arranging both positive elements and negative space in such a way that no one area of the design overpowers other areas. Everything works together and fits together in a seamless whole. The individual parts contribute to their sum but don’t try to become the sum. An unbalanced composition can lead to
