Gestalt Theory

“Define the Gestalt Theory in your own words.”

Gestalt theory, or the gestalt principles, are designs that are put together by many different elements meant to make our brains see structures and patterns by subconciously organising them into shapes. There are six different principles wihin the Gestalt theory: similaritycontinuationclosureproximityfigure/ground, and symmetry & order .

“Page through a magazine or newspaper or browse the Internet and find a different logo for each of the Gestalt principles. Explain in your own words, which logos are showing which principles, motivate your answer.”



Figure/ground is meant to have our brains see the foreground or the “main element” of the image (in this case the fedex logo) and then acknowledge what may be hidden in the back by using different elements. In this case, if you look between the E and the x you can see the shape of an arrow. Some people see the “Fedex” first and some see the arrow first.



Proximity uses the distance between elements to create logos and shapes. This logo is just an assortment of lines but because of how they are placed we read 3 letters.



The sun logo is an assortment of U’s, but because of how they are placed they look like they are writing the word “sun”. Similarity uses similar elements to create the image.

Symmetry & Order


The OL logo is a great example of symmetry. The principle is that your brain perceive shapes in the simplest manner possible. If you use the same logo but a monochrome version we still see the same kind of shape: circles overlapping eachother and now curved lines.



Continuation is used to guide the customers eyes to a certain point or in a direction. This makes the one viewing the logo to follow the simplest path on the page. In the Nike logo it makes ut look from start to finish, framing the word nicely. Since the eyes naturally follows a line it’s a good idea to place items in the way you want them to be seen. Another example of this is the Amazon logo.




This is probably the most famous example of how to use closure in logo creation. The principle of closure utilizes the invisible lines the eye will see because it’s expected to be there. Looking at this logo we see a panda, but there is no line there to actually finish up the drawing, yet our eyes still see an animal. By using clever positioning we can trick the eyes to see what we want people to see.

“Find examples of four themes of thinking, and explain your choices.”

In tomorrows report we will continue to explore graphic design principles and answer the question above.

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