Many people think that graphic design is simply what you find visually appealing. They unfortunately leave out all the goals, branding, use case, messaging, targets, readability, legibility and so many other aspects of powerful visual communication. And often they have no idea that there are a huge range of established and proven principles that form a foundation to good design.

As automation and software enables those outside of the ‘design world’ to produce pieces of marketing collateral (such as leaflets or adverts and even logos) it leads to many feeling that visuals are simply what appeals to them. And that is sometimes partly true, however, there’s so much more.

So we felt we’d outline in this blog a range of these powerful principles that experienced designers call on, and occasionally purposely break for the right reason.

30+ Years Experience
Author Malcom Gladwell believes that to master your craft, you need about 10,000 hours practicing it. That’s something like 5.5 to 6 years of work—doing nothing else but your craft!

We don’t want this to be a moan of a blog, so we qualify what we’re about to say; tools, such as Canva, can be really useful. But do you really believe anyone is able to design just by having access to the tools? Who buys a paint box and canvas and thinks they’re a great painter?

Some individuals do, absolutely, have a very good natural ‘eye’ for design, and are certainly suited to designing, that’s true, but even then it takes many years to become really good at it. And also good at interpreting briefs etc. But why not get to know some of the principles of design to help you improve your understanding of design?

Principles
The principles of design are something that can help us grow our skills, and also help those who employ designers understand what those designers produce with you.

For this blog, we’re looking at the Gestalt set of principles.

Gestalt
The word gestalt means “an organized whole that is perceived as more than the sum of its parts”. And the gestalt principles are generally held to be six individual principles that form this theory. Together they form more than the sum of their parts.

Let’s dig in a bit: The six principles are: Similarity, Continuation, Closure, Proximity, Figure/Ground, and Symmetry & Order.

Similarity

The principle of similarity states that elements that are similar in appearance are perceived as more related than elements that are dissimilar. This similarity can be based on various attributes, such as colour, shape, size, texture, or orientation. When we apply this principle effectively, we can create visual groupings that help the viewer understand the structure and hierarchy of information quickly and intuitively.

For example: In UX design, ensuring that all buttons share similar shapes, colours, and sizes helps users identify actionable elements quickly. This uniformity reduces confusion and enhances the user experience.

Also, using similar colours or patterns for related data points in a chart can help viewers understand the connections and trends at a glance.

In contrast, changing the design elements for features you want to highlight makes them stand out and gives them more importance in the visitor’s perception.

Continuation

The Gestalt principle of continuation suggests that our eyes are naturally inclined to follow lines, curves, or sequences in a design until they encounter a distinct break. This principle leverages the human tendency to perceive continuous forms even when they are interrupted. By aligning elements in a way that promotes a natural flow, we can guide viewers through our designs effortlessly.

Continuation taps into the brain’s preference for order and predictability. When presented with a visual path, whether it’s a literal line or an implied direction, our eyes tend to follow it instinctively. This reduces cognitive load, making it easier for viewers to process and understand the design. For graphic designers, this means we can subtly control the viewer’s focus and movement through our composition, enhancing both the aesthetic appeal and functional clarity of our work.

For example: In web design, utilizing continuation in navigation menus helps users move smoothly from one section to another. For example, breadcrumb trails use continuation to show a clear path back to the homepage.

And creating advertisements where visual elements lead the eye toward the call to action can significantly increase its effectiveness. This might involve using arrows, lines, or strategically placed graphics.

Closure

Closure posits that when we see a collection of individual elements, our minds instinctively fill in the gaps to perceive a complete, unified shape. This principle is rooted in our brain’s tendency to seek order and completeness. By leveraging closure, designers can create visuals that suggest rather than explicitly depict forms, engaging viewers’ imagination and making designs more interactive and compelling.

When we encounter incomplete shapes or patterns, our cognitive processes work to fill in the missing information based on prior knowledge and context. This mental completion creates a sense of coherence and harmony, making the overall design more pleasing and engaging. For designers, this means we can use minimalistic or fragmented elements to create a powerful and complete visual message.

For example: In logo design, using partial lines or shapes to suggest a complete form can make logos more memorable and distinctive. For instance, the World Wildlife Fund (WWF) logo uses black and white shapes to suggest the form of a panda, relying on the viewer’s mind to complete the image.

Advertisements can use closure to draw viewers in, making them more likely to engage with the content. An ad campaign might use fragmented visuals or incomplete text that viewers naturally want to complete, thereby capturing their attention.

Proximity

Proximity states that objects placed close to each other are perceived as related or part of a group, while objects that are spaced further apart are seen as separate. This principle is a fundamental aspect of visual perception, helping to organize information and create meaningful connections between elements.

Our brain is wired to organize information in ways that are efficient and easy to understand. When elements are close together, our brains automatically group them, reducing cognitive load and making the information easier to process. This natural tendency allows designers to create clear visual hierarchies and guide viewers through the content seamlessly.

For example: in both print and digital design, proximity is essential for grouping related elements. For instance, in a magazine layout, articles, images, and captions that belong together should be positioned close to each other to establish a clear relationship.

Proximity plays a vital role in text layout. Headings should be closer to the paragraphs they introduce than to the paragraphs above them, ensuring a clear association.

In charts and graphs, grouping related data points together makes it easier for viewers to interpret the information. For instance, clustering data points that represent a specific category can highlight trends and patterns.

Figure/Ground

The Gestalt principle of figure/ground refers to our ability to distinguish an object (the figure) from its surrounding area (the ground). This principle plays a crucial role in how we perceive and organize visual information. A well-defined figure stands out against its background, creating a clear focal point and helping to guide the viewer’s eye through the design.

The figure/ground relationship leverages the brain’s natural ability to prioritize certain elements over others. When viewing a design, our eyes instinctively identify a primary focus (the figure) while relegating the less prominent parts to the background (the ground). This distinction is essential for creating visual clarity and ensuring that the most important elements of your design are easily recognizable.

For example: utilizing negative space effectively can create clever and memorable logos. For instance, the FedEx logo’s hidden arrow and the NBC peacock are iconic examples where the negative space plays a significant role in the design.

Designing logos with clear, distinct shapes helps to ensure they stand out against any background, maintaining their visual impact and recognizability.

Separating content into distinct sections with background variations or borders can help users navigate the information more effectively. This creates a clear figure/ground relationship for each section of the page.

Symmetry & Order

The powerful principle of symmetry and order, states that people tend to perceive ambiguous or complex images as the simplest form possible. In the context of symmetry, this means that elements that are mirrored or evenly balanced are more likely to be perceived as harmonious and stable. Order refers to the structured arrangement of elements, creating a sense of predictability and ease of comprehension.

Humans have an innate preference for symmetry and order due to their evolutionary benefits. Symmetrical objects and orderly arrangements are often easier to process and understand, reducing cognitive load and making information more accessible. This preference for simplicity and regularity allows designers to create visuals that are not only beautiful but also intuitive and efficient.

For example: symmetrical logos convey balance and professionalism, often making a strong and lasting impression. Brands like Chanel and McDonald’s utilize symmetry to create iconic and easily recognizable logos.

Grid systems in branding materials ensures that elements are aligned and spaced consistently, enhancing the overall sense of order and cohesiveness.

In web design, symmetrical layouts can create a sense of harmony and predictability, making websites and apps more user-friendly. Balancing elements on either side of a central axis can help achieve this effect.

Using predictable patterns and arrangements in marketing materials helps convey clear messages quickly, reducing the effort required to understand the advertisement.

In these few examples of one principle we can see just how design is more than just a visual exercise, there are a whole range of valuable principles that help us craft a better experience, tell a better visual story, and create better ways to communicate. That’s why designers exist…

Caffeine Creative are an experienced team based in the Cardiff area. We help with graphic design, web development, company values, social media, branding and more. To know more please contact us.