===========================

This presentation is an HTML5 website

Press → key to advance

Author Anita Wielgosz | Code: Google
===========================

Gestalt Theory Implications on Brand Identity Design




Concept selection and presentation by Anita Wielgosz
===========================

Agenda

Remember to use → key to navigate

  • Why do I need to know this?
  • Visual Perception Definition
  • Classical Theories of Vision
  • What's a Gestalt?
  • Gestalt Theory Genesis
  • Gestalt Perception
  • Gestalt Theory Implications on Design, examples
  • Links & Bibliography
  • ===========================

    Designer: Why do I need to know this?

  • It's imperative that we should use psychological techniques more in our designs
  • The best design comes when proven theory works in harmony with art
  • Gestalt theory describes how the mind organizes visual data.
    The stronger the clarity of form, the more effective the design.
  • Brand Manager: Why do I need to know this?

  • Gestalt Theory can be used as an instrument for graphic design evaluation
  • ===========================

    Visual Perception

    Source: Anita Wielgosz
    ===========================

    Visual Percetion Definition

    Visual Perception [...] is a process of acquiring knowledge about environmental objects and events by extracting information from the light they emit or reflect
    - Stephen Palmer
    Vision Science
    University of California at Berkeley
    ===========================

    Classical Theories of Vision

    Why things look like they do?
    - Kurt Koffka


  • Structuralism
  • Gestaltism
  • Ecological Optics
  • Constructivism
  • ===========================

    What's a Gestalt

      German a word meaning, roughly "whole form" or "configuration"
      A Theory in Cognitive Science and Psychology. Gestalt psychology tries to understand the laws of our ability to acquire and maintain stable percepts in a noisy world. (vision, auditory, somatosensory) Not a quantitative theory: no way to predict how these principles combine or interact.
      A configuration or pattern of elements so unified that...
      "The whole is different than the sum of its parts"
      The term "sum," in German "Zusammenfassung," means "summing up" or "synopsis", not arithmetic sum.
    Source: 15-494 Cognitive Robotics David S. Touretzky & Ethan Tira-Thompson Carnegie Mellon Spring 2008
    ===========================

    Gestalt Theory Genesis and Contemporary Approach


    1920's Germany.

    Historically, the Gestalt movement arose as a reaction against structuralism.
    Precursors: Max Wertheimer, Wolfgang Koehler, Kurt Koffka
    Second generation gestaltists: Rudolf Arnheim, Wolfgang Metzger

    Contemporary International Society of Gestalt Theory
    ===========================

    Gestalt Perception

    A. Describes perceptual phenomena and theoretical principles governing perceptual organization:

  • Principles of Grouping.
  • Principles of Figure-Ground Organization.
  • Frames of Reference.
  • Pragnanz
  • B. A holistic view of perception,
    rather than purely bottom-up.

    Source: 15-494 Cognitive Robotics David S. Touretzky & Ethan Tira-Thompson Carnegie Mellon Spring 2008
    ---------

    The Classical Principles of Grouping

  • Proximity
  • Similarity (Color, Size)
  • Common Fate
  • Continuity
  • Closure
  • New Principles of Grouping

  • Synchrony
  • Common Region
  • Element Connectedness

  • ---------

    The Classical Principles of Grouping

    ---------

    The Classical Principles of Grouping

    ---------

    New Priciples of Grouping

    ---------

    Human-Computer Interaction - Input

    ---------

    Human-Computer Interaction - Output

    ---------

    The Principles of Figure-Ground Organizational Perception

  • Surroundedness
  • Size
  • Orientation
  • Contrast
  • Symmetry
  • Convexity
  • Parallelism

  • ---------

    Ceteris Paribus

    ---------

    Figure-Ground Organization

    ---------

    Figure-Ground Organization

    ---------

    Figure-Ground Organization, M. C. Escher

    ---------

    Figure-Ground Organization, M.C. Escher

    ---------

    Gestalt Theory Implications on Design, examples

    ---------

    Frame of Reference

    ---------

    Other Visual Percetion Phenomena

    ---------

    Other Visual Percetion Phenomena

    ---------

    Other Visual Percetion Phenomena

    ---------

    Other Visual Percetion Phenomena

    ---------

    Gestalt Theory Implications on Design, examples

    ---------

    Gestalt Theory Implications on Design, examples

    ---------

    Gestalt Theory Implications on Design, examples

    ---------

    Links & Bibliography


    Palmer Visual Perception Lab, University of California, Berkeley

    Gestalt and Graphic Design: An Exploration of the Humanistic and Therapeutic Effects of Visual Organization Julia Moszkowicz

    Simulated Gestalt Perception. Thórisson, K. R. (1994)

    Cognitive neuroscientist Al Seckel explores how eye tricks can reveal the way the brain processes visual information

    Amodal Illusions

    Gestalt Perception, David S. Touretzky & Ethan Tira-Thompson<
    ---------

    Thank you for your attention

    Contact me: anitawielgosz@awplus.eu
    Skype: anitawiesz
    T: +48.501.35.54.54

    Code: Google

    ---------