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Norbi Gaal Follow

I m a geek who UX, Product strategy, Business & management. @norbigaal | working @intellyo
Jul 27 4 min read

UX & Psychology go hand in hand How

Gestalt theory appears in UX design?

Source: iStock

In the age of AI and Human Centered Machine Learning, its essential

that we understand the needs and behaviour of our users. This is dou-
bly true as a UX designer. In order to create work that better serves the
needs of our users, its important to understand some basic psychologi-
cal principles. Which is why I want to share with you Gestalt theory.
With this toolkit under our belt, we can consciously design user experi-
ences that truly fit the users.
Introduction of Gestalt psychology
Gestalt theory was founded by Max Wertheimer at early 20th century.
This psychological philosophy addresses with perception, perceptual ex-
periences, and related patterns of stimulation. The motto of the gestalt
philosophy is:

The whole is other than the sum of the parts.

Kurt Koffka

When human perception meets with complex elements, we recognise

the whole before we see the individual parts. As a designer if we under-
stand these psychological principles, we can be more conscious during
the design phase. One of the basic document of Gestalt principles
stated by Max Wertheimer in 1923, called Laws of Organization in Per-
ceptual Forms defined some basic principles (laws) that show how the
mind tends to perceive visual stimuli.

Law of Proximity
Law of Proximity states when objects are close to each other and they
tend to be perceived together in one group. Basically proximity is close-
ness. If we use clear structure and visual hierarchy we will be less
charged by the limited cognitive resource of users, so they will be able
to quickly recognise and react.
Law of Similarity
The Law of Similarity states that elements tend to be perceived into
groups if they are similar to each other. That also means if you have el-
ements with same functionality, meanings and hierarchy level, should
visually matching.

Consistent sequences of actions should be required in similar situations;

identical terminology should be used in prompts, menus, and help screens;
and consistent color, layout, capitalization, fonts, and so on, should be em-
ployed throughout.Ben Shneiderman
Law of Common Region
The Law of Common Region by Stephen Palmer and Irvin Rock
(1999), states that elements tend to be perceived into groups if they are
sharing an area with a clearly defined boundary. In design we are often
using cards to grouping coherent elements.
Law of Figure Ground
Law of Figure Ground states Elements are perceived as either figures
(distinct elements of focus) or ground (the background or landscape on
which the figures rest) Andy Rutledge. This law is very useful when
we want to influence the focal point on the screen.
Law of Closure
The Law of Closure states that when we encounter a complex element
with a missing part, or with a break, we look for a continuing, smooth
pattern. In other words, we fill in the gaps.
Conclusion
The intention to write this article was to emphasise the importance of
basic knowledge cognitive psychology in UX design. We are using many
dierent psychological principles, but not consciously all the time. Of
course, while Gestalt psychology can help improve your UX, there are
many other psychological theories that can help you create a better de-
sign process. Keep your eyes peeled for more articles from me about
psychology in the design process.

Further reading
Are you still interested in Gestalt Theory? Here are some useful links to
learn more about the topic:
 Andy RutledgeGestalt Principles of Perception1: Figure
Ground Relationships

Smashing Magazine

Classics in the History of PsychologyWertheimer (1923)

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Originally published at blog.intellyo.com