®

Gestalt theory: Continuation 0698

Continuation. . . leads the eye along a path.

Gestalt theory | Part two of eight

Are there rules for design? early last century, psychologists in Austria and germany developed a school of psychology

called gestalt, which attempts to explain human behavior in terms of pattern seeking. gestalt theory explains how the eye organizes visual experiences and how the brain interprets them. gestalt is not design, but knowing the visual principles of gestalt will give you a valuable design toolbox.

Continued

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Gestalt theory: Continuation 0698

Gestalt theory: Continuation 2 of 7

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Continuation leads the eye along a pathContinuation is the eye’s instinctive tendency to follow a path. The path can be imagined or literal. For example . . .

the Big Dipper is an imaginary path. Although stars above are scattered and distant, our eye tends to connect those which appear to be on a path.

a road is a literal path. it doesn’t matter that most of the road is hidden; our eye sees the path and follows it.

®

Gestalt theory: Continuation 0698

Gestalt theory: Continuation 3 of 7

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Continuation connects objects

Whether it’s a physical or phantom line, the gestalt principle of Continuation states that your eye will fill in gaps . . .

Continuation also applies to unrelated objects — here, invisibly bridging line and circle.

. . . as well as follow a path beyond its endpoints.

®

Gestalt theory: Continuation 0698

Gestalt theory: Continuation 4 of 7

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a broken line is a point of tensionUse Continuation to create tension — and attention.

Interrupt the line (Above, left) it looks good — a strong, horizontal line of students is reinforced by a strong, horizontal line of text. the similarity yields a simple, clear, easy-to-read presentation. Problem is, imagine yourself in that queue — it’s just a long, tedious, wait, wait, wait line. (Above, right) to solve that, put Continuation to work by breaking the line. Continuation assures that instead of two groups, we still see only one, but not only is there now relief from the long queue, your message appears directly at the point of tension — and therefore gets greater attention. Better.

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Gestalt theory: Continuation 0698

Gestalt theory: Continuation 5 of 7

5 of 7

STARTING EARLY

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Before

Continuation is why pointers workAny strong line can be used to create a focal point.

tab the remaining copy left and right from the phantom line. the result is a visual relationship between image and words. Better.

Uncoordinated photo and layout here, a strong photo sits on a generic, template-based layout, which disre-gards the powerful, pointy transamerica building and aligns the copy weakly to the left. dull blue deadens the vibrant colors, and hor-izontal stripes neutralize the pyramid’s vertical line.

Before

after

start with the photo You’ll get better results by using the photo’s natural pointer. in this case, start by scaling it edge to edge, which makes the skyline more expansive and the pyramid more prominent.

Mark the phantom line and center the headline. Because of Continuation, the pointing effect of the pyramid turns the headline into a focal point.

®

Gestalt theory: Continuation 0698

Gestalt theory: Continuation 6 of 7

6 of 7

Your collegeeducation

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INVESTING

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typefaces

1 (a–b) univers Black | a) 47/43 pt b) 22/24 pt

2 univers light | 13/15.5 pt

3 Cheltenham light | 21.5/23 pt

Images

images: istockphoto

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Gestalt theory: Continuation 0698    7 of 7 | Printing formats

Gestalt theory: Continuation 7 of 7

Before & after magazine Before & After has been sharing its practical approach to graphic design since 1990. Because our modern world has made designers of us all (ready or not), Before & After is dedicated to making graphic design understand-able, useful and even fun for everyone.

John McWade Publisher and creative directorGaye McWade Associate publisherDexter Mark abellera staff designer Before & after magazine323 lincoln street, roseville, CA 95678 Telephone 916-784-3880 Fax 916-784-3995E-mail mailbox@bamagazine.com www http://www.bamagazine.com

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Be

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estalt theory explains how

the eye organizes visual experiences and how

the brain interprets them. G

estalt is not design, but know

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will give you a valuable design toolbox.

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DESIG

N? Early last

century, psychologists in Austria and

Germ

any developed a school of psychology called G

estalt, which attem

pts to explain human

behavior in terms of pattern seeking. G

estalt theory explains how

the eye organizes visual experiences and how

the brain interprets them. G

estalt is not design, but know

ing the visual principles of Gestalt

will give you a valuable design toolbox.

Con

tinu

ed

Be

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eye will fi ll in gaps . . .

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here, invisibly bridging line and circle.

. . . as well as follow

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a low-rate

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Your college education starts w

ith us. A

pply now for a low

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Ima

ge

s

Images: iStockphoto

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5 (5939112)

6 (2665293)

7 (9641445)

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d a

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urce

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