The Principles of Design
Gestalt Theory
The word Gestalt is German, and literally stands for a pattern, figure, form or structure that is unified. Gestalt Psychology was a movement that took off in Berlin back in the 1920s that seeks to make sense of how our minds perceive things in whole forms, rather than their individual elements. Gestalt principles are relatively easy to incorporate into just about any design and can quickly elevate a design that seems haphazard or like it’s fighting for a user’s attention to one that offers a seamless, natural interaction that guides users toward the action you want them to take.
Repetition
Repetition is the process of repeating an element throughout a design to give a unified look. Repetition is used throughout this design by having the subject repeat itself several times to give a unified look.
Rhythm
Rhythm develops when there are set intervals between elements using the principle of repetition, the use and reuse of similar elements in a composition. Rhythm is used in this image through the individual wooden weaves shown in the basket.
Movement
Movement is the combination of elements to guide the viewer around the design in the correct direction. Movement begins and ends with the dominant element to help keep the eye moving constantly around the design. Movement can be found in this picture with the waves spread around the screen to show the aspect of movement.
White Space
White space refers to the space that surrounds the elements. White space is used in this photo because there is a lot of unused space behind the silhouette for this apple ad.
Proportion
Proportion refers to the relative size and scale of the various elements in a design. Proportion is used in this photo because the balls are different sizes and that is the different proportion.
Balance
Balance in graphic design is the placement of the above elements, of which each has a visual weight. Balance is used in this photo because the white and black surround each other evenly creating a balance in the photo.
