is a theory of mind and brain that

proposes that the operational principle of

the brain is holistic, parallel, and analog,
with self-organizing tendencies
refers to the form-forming capability of
our senses

Early 20th century theorists, such as Kurt

Koffka, Max Wertheimer, and Wolfgang
Khler saw objects as perceived within an
environment according to all of their
elements taken together as a global
construct.

Principle of Totality - The conscious

experience must be considered globally (by
taking into account all the physical and
mental
aspects
of
the
individual
simultaneously) because the nature of the
mind demands that each component be
considered as part of a system of dynamic
relationships.

law of prgnanz We tend to order our

experience in a manner that is regular,
orderly, symmetric, and simple.

law of prgnanz -We tend to order our

experience in a manner that is regular,
orderly, symmetric, and simple.

Principle
isomorphism
between the
and
the
experience)

of
psychophysical
- A correlation exists
brain (cerebral activity)
stimulus
(conscious

Emergence - It is the ability of the

brain to identify patterns in chaos.
This pattern emerges as a whole and
not as a part.

Emergence

Reification is the constructive

generative aspect of perception.

or

Multistability is the tendency of

ambiguous perceptual experiences to
pop back and forth unstably between
two
or
more
alternative
interpretations.

Invariance is the property of perception

whereby simple geometrical objects are
recognized
independent
of
rotation,
translation, and scale; as well as several
other variations such as elastic deformations,
different lighting, and different component
features.
CAPTCHA Test (Completely Automated Public Turing test to tell
Computers and Humans Apart )

CLOSURE
A complex object is a group of simple items that
the mind puts together as a single entity. Humans
tend to visually close a space by completing a
contour and ignoring gaps in the figure.
When something is left to the imagination, people
tend to find visual images more interesting than
when the entire image is complete. People
naturally fill in the missing information.

CLOSURE

CLOSURE
It is not so much the quantity, but rather the quality of
the information that lets you read an image.
Some information is critical and must be included; some
information is unessential and can (and perhaps should) be
eliminated.

CLOSURE
It is not so much the quantity, but rather the quality of
the information that lets you read an image.
Some information is critical and must be included; some
information is unessential and can (and perhaps should) be
eliminated.

:) :( :-/ :- ;-)

Sometimes you might deliberately like to subordinate

an object . This includes the ability to put something
in an image that may escape detection for a long time
(and then be a delight to find).

Sometimes you might deliberately like to subordinate

an object . This includes the ability to put something
in an image that may escape detection for a long time
(and then be a delight to find).

CONTINUANCE
Continuance describes a device for directing the
viewer's attention when looking at a composition. It is
based on the idea that once you start looking in a
particular direction you will continue looking in that
direction until you see something significant.

Once you start reading you will continue across a gap to

the next words.

CONTINUANCE
Continuance describes a device for directing the
viewer's attention when looking at a composition. It is
based on the idea that once you start looking in a
particular direction you will continue looking in that
direction until you see something significant.

CONTINUANCE
All kinds of pointing devices are used in design. Many
of these are more subtle than a pointing hand or arrow:

Eye direction: If the subject of a composition is looking in a

particular direction, you will look to see what they are
looking at.

Bubbles
Sir John Everett Millais,1886

CONTINUANCE
All kinds of pointing devices are used in design. Many
of these are more subtle than a pointing hand or arrow:

Paths: Rivers, roads, railroad tracks and rows of trees or

telephone poles are just a few of the devices that designers
have used to lead viewers to particular places in their
compositions.

CONTINUANCE
All kinds of pointing devices are used in design. Many
of these are more subtle than a pointing hand or arrow:

Perspective: Lines of perspective, like paths, can be used

to direct attention to a focal point in a composition.

Hands-free brushing - Ad for chewing gum

Cover design and typography by

Ladislav Sutnar; drawing on title page
by Zdenk Kratochvl for Obrceni
kapitna Brassbounda

a woodcut initial, an innovation for which Ratdolt is well known.

Eye direction

Eye direction

Gutenberg
diagram

SIMILARITY
Which forms amongst these will you group
together and why.

SIMILARITY
When the amount of visual information becomes too great
the mind tries to simplify by grouping. Groups are formed in
logical ways based what information look like and where the
various items are located. Similarity is concerned with what
items look like.
Size
Shape
Colour/value

PROXIMITY
Proximity is concerned with where items
are placed.
Closer the proximity more are the chances
to be grouped together.
close edge, touch, overlap, combining

PROXIMITY
Close edge: The general concept for
proximity states that the closer items are to
one another, the more likely they are to be
seen as a group. The amount of space
involved is relative.

PROXIMITY

PROXIMITY

PROXIMITY

12
.

PROXIMITY

21 23
.

PROXIMITY
Touch
When items get close enough they touch.
They still are two different items but they
seem to be attached together.
.

PROXIMITY
Overlap:
The strongest gestalt between two items
happens when they overlap. When the
items are different colors the overlap
produces the illusion of a shallow space.
The overlapped items form a strong group
regardless of color.

PROXIMITY
Overlap:
The strongest gestalt between two items
happens when they overlap. When the
items are different colors the overlap
produces the illusion of a shallow space.
The overlapped items form a strong group
regardless of color.

Poster design. Sketch. 1923-1924

Ilya Chashnik

Image from 11th century AH

(17th
century
AD)
Persian
manuscript
by
Mansur bin Muhammad Ahmad
at the Majles Library, Tehran.

An Arabic manuscript describing the eye, dating back

to the 12th century

In Medieval art, art was meant to

be read as a group of symbols,
rather than seen as a coherent
picture. The only method to show
distance was by overlapping
characters.
Overlapping alone made
drawings of architecture.

poor

PROXIMITY
Overlap:
The strongest gestalt between two items
happens when they overlap. When the
items are different colors the overlap
produces the illusion of a shallow space.
The overlapped items form a strong group
regardless of color.

The Virgin Mary and Christ.

Written in Christ's halo in
Greek: I AM

PROXIMITY
Overlap:
The strongest gestalt between two items
happens when they overlap. When the
items are different colors the overlap
produces the illusion of a shallow space.
The overlapped items form a strong group
regardless of color.

Christ and Saint Mina. A 6th-century icon from Egypt

PROXIMITY??????

PROXIMITY??????

Dividing the article text

into
two
columns
separated by links
violates the law of
proximity, and makes
the user work
harder to read the text.

PROXIMITY

Reuniting the text into

one column and moving
the links to one side is a
better use of the law of
proximity and improves
readability.

ALIGNMENT
The root word for alignment is "line"-- to line
up. Alignment is a concept that produces
both grouping and organizes information to
create order.

ALIGNMENT
The root word for alignment is "line"-- to line
up. Alignment is a concept that produces
both grouping and organizes information to
create order.

ALIGNMENT
EDGE ALIGNMENT

ALIGNMENT
EDGE ALIGNMENT

ALIGNMENT
CENTER ALIGNMENT

ALIGNMENT
CENTER ALIGNMENT

ALIGNMENT
CENTER ALIGNMENT

Product Postioining of JVC and Nikon: In the first sequel to Jurassic Park, there are two obvious
product placements. There first one is the Nikon camera. The second was the JVC camcorder. JVC
planned an advertising campaign around the camera's placement in the movies. In magazines at that
time, JVC showed dinosaurs in the viewfinder of the camera.

LEFT ALIGNMENT
This text is aligned to the left. Left justified
text is easier to read because it follows the
reading habit. But the invisible column
between the two columns is not strong
visual cue.

LEFT ALIGNMENT
This text is aligned to the left. Left justified
text is easier to read because it follows the
reading habit. But the invisible column
between the two columns is not strong
visual cue.

RIGHT ALIGNMENT
The title and sub-heading of this text is
aligned to the right. Right justified text is not
very easy to read but can act as an
important point of emphasis or contrast to
grab attention of the reader.

RIGHT ALIGNMENT
The title and sub-heading of this text is
aligned to the right. Right justified text is not
very easy to read but can act as an
important point of emphasis or contrast to
grab attention of the reader.

RIGHT ALIGNMENT
The title and sub-heading of this text is
aligned to the right. Right justified text is not
very easy to read but can act as an
important point of emphasis or contrast to
grab attention of the reader.

JUSTIFIED ALIGNMENT
The text in this layout is justified. Justified
texts give strong visual cues for grouping
information. It should be used in complex
information sets for instance newspapers
an magazines.

JUSTIFIED ALIGNMENT
The text in this layout is justified. Justified
texts give strong visual cues for grouping
information. It should be used in complex
information sets for instance newspapers
an magazines.

ALIGNMENT- Grid
A grid is an invisible structure used to guide
the placement of elements on your page.
Grids don't appear on the printed piece but
their influence may be evident in the widths
of column texts, the uniformity of space
around photographs, or the consistent
placement of repeating elements from page
to page in a magazine.

ALIGNMENT

Outside the frame

Outside the frame

What is the alignment here?