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GESTALT THEORY

GESTALT THEORY.

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GESTALT THEORY

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  1. GESTALT THEORY Gestalt theory comes from the early 1900’s, but is still relevant today. It examines the way we process things visually. It refers to vision as not only the act of seeing, but as a creative experience in the way the viewer puts things together and seeks to group and organize material into a cohesive whole. The well designed layout is viewed as a unified whole with all its parts fitting together cohesively.

  2. HOW TO DESIGN The basics to good design

  3. Good Designis as Easy asABC A.LEARN the 4 design principals B.RECOGNIZE when you are NOT using them C.APPLY the 4 design principals

  4. 4 Basic Principalsof Design Contrast Repetition Alignment Proximity

  5. ContrastNOTConflict The Principal of contrast states that if two items are not exactly the same, then make them different. REALLY DIFFERENT If the two elements are sort of different, but not really then you don’t have contrast, you have conflict. The KEY RULE to remember is that for contrast to be effective it must be strong. You want to add VISUAL INTEREST to your page that makes the reader want to look at it.

  6. Good Contrast can be created in many ways: LARGE TYPEwith small type Thick Lineswiththin lines ScriptwithSan Serif Cool ColorwithWarm Color Smooth TexturewithRough Texture

  7. Don’t Design withCrappy Contrast: 12 point typewith14 point type BROWNwithBLACK Simple ScriptwithItalic Serif Funky TypewithOther Funky Type

  8. Think When You Design Don’t create a boring design. If your design does not attract attention no one will read it.

  9. Good Design has a Organizational Hierarchy Contrast is crucial to the organization of information. A reader should ALWAYS be able to glance at a document and instantly understand what is going on.

  10. A Good Design Needs:

  11. Summary Contrast draws a page to our eyes Contrast cannot be similar, it has to be different Contrast adds organization to a page A reader should instantly be able to understand the way the information is organized and be able to follow one item to another. Contrast should create focus - contrasting elements should not confuse the reader

  12. Repetition The principal of repetition states that you should repeat some aspects of the design throughout the entire piece.

  13. Repetitive elements may be: • A distinctive typeface • Color • A design element • Bullets • Layout Anything that the reader will visually recognize.

  14. Repetition adds consistency • Look at a newsletter • Does it look the same throughout the piece? • Are there ideas, designs or type that makes every page look like it goes with the last? Repetition creates unity to all parts of a design.

  15. Take advantage of the elements you are already using in a project and turn them into repetitive graphics. Think about marketing pieces like a company logo, business cards, letterhead, envelope, and signage.

  16. Repetition is criticalto corporate identity • Can you name a company that uses repetition in all their advertisements, product packaging, clothing, and signage? Nike Coke/Pepsi Tommy Old Navy Can you think of a company that doesn’t?

  17. Repetition carries a feeling throughout your design. You don’t necessarily have to use the same element throughout your design to make it consistent, BUT the elements do need to have STRONG SIMILARITY.

  18. Artwork or graphics Use the same concept together. Not opposing. Headlines Don’t have to match, but they do need to look cohesive Not conflicting. Basic elements can add consistency Such as a circle element If your main logo has a circle design add larger circles Or smaller circles to visually create a suggestive repetition Use parts of a design such as in a watermark. Bleeding repetitive graphics off a page. Pieces and parts of the main element.

  19. Summary • Repetition unifies and strengthens a design by tying together separate pieces • Repetition is critical to design flow • The purpose of repetition is to add unification and visual interest • Avoid repeating an element to the point of being annoying. Repetition is to be used as an enhancing element, not an overwhelming one.

  20. Alignment • The principal of alignment states that nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page. • When items are aligned on a page it creates a stronger cohesive unit.

  21. 4 main alignments • Flush left • Flush right • Centered • Justified

  22. Even when aligned elements are physically separated from each other, there is an invisible line that connects them, both in your eye and in your mind. • The principal of alignment is what tells the reader that even though these items are not close, they belong to the same piece.

  23. Center Alignment • A center alignment is the most common alignment Most beginners tend to stick to center alignment because it is safe and feels comfortable. Center alignment creates a sedate, formal look – sometimes called boring.

  24. Use Center Alignment: • If you are designing for a formal look • Wedding invitations • Commencement booklets • Black tie balls • Then this is acceptable.

  25. If you want to use center alignment for other designs you need to jazz it up • Create a twist on the arrangement • Use it off centered to create tension • Use a fun typeface to create visual stimulation

  26. Aligned Justified • Sometimes called quad left and right or blocked type • It is used primarily in a large block of text or paragraphs. • Justified type lines up on both sides of the text

  27. Such as in • Newspapers • Brochures • Reports When using justification don’t do it unless your line length is long enough to avoid gaps between the words or creating a stream of hyphenations. Occasionally you can get away with using two of the alignment elements together. But if it doesn’t flow - don’t do it!

  28. Lack of alignmentis one of thebiggest problems with a CRAPPYlooking design.

  29. Our eyes like to see order • Alignment creates a calm, secure feeling. • In any well designed piece alignment will create an easy flow • Training the eye to move from one piece of information to the next. • Misalignment creates a visually messy page • Your eye will become frustrated with one alignment fighting for attention with another.

  30. Summary • Nothing should be placed on a page arbitrarily • Every element should have a visual connection to another on the page. • Alignment creates calm not chaos. • The basic purpose of alignment is to unify and organize the page • Alignment creates the look and feeling of a design • Alignment is the invisible line that leads your eye throughout the design.

  31. Proximity • The principal of proximity states that you group related items together. • Items become related to each other as a cohesive group rather than a bunch of unrelated bits. • The concept of proximity on a page implies a relationship.

  32. By grouping similar elements into one unit several things instantly happen: • The page becomes more organized • You understand where to begin reading the message and where it ends • The white space in a design doesn’t bother the eye

  33. Proximity tells your eye how to read something When grouping items in close proximity you need to create visual hierarchy

  34. Visual Hierarchy • Adding size or weight to more important type • Placement of text with a quick glance you should immediately be able to tell what is related and what isn’t • Color or borders can define proximity

  35. Proximity gives you the power to control a readerNavigating the reader to read in the order you want them to. • Proximity allows you to balance a page.

  36. Summary • Proximity creates a visual unit grouping related items • Proximity leads your eye down the path you want followed • The basic purpose of proximity is to organize • Information correlated together is more likely to be read and remembered.

  37. Avoid: • Too many separate elements on a page • Don’t stick things in the corners and out in the middle • Don’t create relationships with elements that don’t belong together

  38. REVIEW • Don’t be afraid to make words large or small It can be effective to SHOUT or whisper • Don’t be afraid to reinforce your design Accessorize but don’t overwhelm • Don’t be afraid to design asymmetrically It is OK to uncenter your format • Don’t be afraid to design with white space It is a rest for the eyes C R A P

  39. Contrast • Repetition • Alignment • Proximity

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