Gestalt Theory Project: Analyzing Visual Design Principles, ARTS 209

This project is a PowerPoint presentation that explores Gestalt theory and its application in visual design. The project begins with an explanation of Gestalt theory, emphasizing that the whole is different from the sum of its parts. The project then focuses on two key Gestalt laws: the law of similarity and the law of figure-ground. The law of similarity describes how humans perceive objects with common visual elements, and the law of figure-ground explains how the mind separates a figure from its background. The presentation includes examples demonstrating these principles in action, such as how contrast and space are used to create stable figure-ground relationships and how similar colors group items together for easier processing, as seen on websites like eBay. The project also includes a discussion of different types of figure-ground relationships and how designers use them to grab attention. References to relevant research are also included. The assignment concludes with a final product showcasing these principles.

Gestalt Theory Project
Name of the Student

Gestalt Theory
Gestalt theory states that the everything is viewed as a whole instead of viewing the individual
sections or parts of a whole. It is also important to mention that the whole is a different than the
sum of its parts (Wagemans, 2015).

Laws of Gestalt Theory
In this study, Gestalt theory will used to highlight the concept of using gestalt theory in to arts and
deigning. The 2 laws that will be used for the establishment of continuity are: law of similarity and
law of figure-ground.

Laws of Gestalt Theory
Law of similarity- it is where the one needs to organize the dissimilar objects and it includes the
texts and images when considering the different sizes of the images.
Law of figure-ground- for the ones that are trying to present a visual advertisement, the most
common type is the figure-ground relationship. One can use a space and give a contrast so
that a stable ground/figure relationship is formed (Koffka, 2013).

Explanation of the concept
The law of similarity provides that the brains of the humans perceive the objects that have
certain things in common and are belonging to each other, even if the common elements are
have a similar visual element, texture, size, color and shape (O'Connor, 2015).

Explanation of the concept
Law of figure and ground- this law highlights how the human minds can actually separate the figure
from the background. This law explicitly explains that he figure is a part of the visual element and
it is also important to mention that the recognizing a figure takes the least effort (Yan et al., 2018).

Explanation of the concept
The three different types of the figure and ground relationship depends on the type of the goal
and the creation of the opportunity and an effective visual communication.
• Stable ground and figure relationship
• Ambiguous ground and figure relationship
• Reversible figure and ground relationship (Ellis, 2013)

Explanation of the concept
The contrast and the space is used to create an stable form of ground figure relationship and this
allows the advertisers to grab the attention to a desired point.

Explanation of the concept
There have been a strong contrast between the black background and a white header text. This
makes the text to pop out of the background and really makes it impossible for the test to get
highlighted and get emerged obviously as a figure.

Explanation of the concept
In the homepage of the eBay, the texts, images although appear in the different types of sizes, but
still belong to the same group due to the similar type of color (green). This helps the consumers to
get items together for the easier and faster processing.

Explanation of the concept
Another set of example of grabbing attention to a specific part, then the design element must break
away from the rest part of a page. The webpage below offers perfect example in which the create
resume button stands out of the uniform design of blue color. This is impossible for a reader to miss
the same.

Final Product