colour schemes gestalt. colour schemes gestalt gestalt is the german word for "form” the...
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Colour SchemesGestalt
Gestalt
Colour SchemesGestaltGestalt is the German word for "form”
The essential point of gestalt is that in perception the whole is different
from the sum of its parts.The sum of the parts
The ‘whole’
Form The whole is
more thanthe sum of its parts
Colour SchemesGestalt
These mind puzzles, firstly you may see a vase or see 2 heads facing each other
Gestalt engages us with the picture.
Colour SchemesGestalt
Gestalt is often used in logo design because it engages the viewer
By Phil von (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons - http://commons.wikimedia.org/wiki/File%3ALogo_v.m.jpg
Woman Power logo from a women’s movement of the 1970’s (Germany) - source: http://commons.wikimedia.org/wiki/File:Womanpower_logo.svg
By Rob Janoff [Public domain], via Wikimedia Commons - http://upload.wikimedia.org/wikipedia/commons/8/84/Apple_Computer_Logo_rainbow.svg
By Youtube (http://www.youtube.com/t/press_room_image_files) [Public domain], via Wikimedia. Source: Commonshttp://commons.wikimedia.org/wiki/File%3ALogo_Youtube.svg
Colour SchemesGestalt
Use gestalt to:
•liven up your work•challenge the viewer•to get the view to look more closely at the work
Colour SchemesGestaltGestalt theory can be broken down into different theories or laws, such as:
•Law of Prägnanz•Proximity•Similarity•Closure•Figure and ground•Good continuation•Open form
This presentation looks at the laws. However, the best way to understand them is to pick your own examples which simply give the impression the whole is more than the sum of the parts
Colour SchemesGestalt”Law of Praganz"
A figure will be appear “complete” or “good” (e.g.
symmetrical, simple, and regular).
Here the figure looks as if it is a square with an overlapping
circle, not a flat surface of lines.
This is called Law of Prägnanz.
Colour SchemesGestaltThe brain perceives well-organized patterns
rather than separate component parts
Just 24 black circles arranged on a page?
Or also 3 lines and a square?
Even though there are 24 black circles, the brain perceives lines and
a square.
This is the law of Proximity because elements close together will appear
as a coherent object.
Colour SchemesGestaltEven though there are 24 black circles, the brain perceives lines and a square also
as 3 lines as a square
Colour SchemesGestaltLaw of Similarity
Elements that look similar will be perceived as part
of the same form.
Colour SchemesGestalt
as 2 parts
Colour SchemesGestaltLaw of Closure
There are 4 parts arranged on the page, such that another shape
appears, a white square.
Patterns take precedence over the parts. In the example the whole
consists of a square and the 4 parts, so the whole is more. 'The whole is
more than the sum of its parts.
Colour SchemesGestaltLaw of Closure
The form that appears on the left becomes a “C”
when placed next to other letters.
This is because subconsciously we close
the gaps to form the letter “C”.
BACHC
Colour SchemesGestaltFigure & Ground
The brain can ‘see’ a foreground and
background, instead of a flat surface.
Similar parts may appear as the foreground on top of a
background to give the impression of two “whole”
parts, instead of a single flat surface.
The well-known artist Escher often created works in which figure and ground
interchanged.
Foreground
Background
Colour SchemesGestalt
The shape can appear as a white square on a circle, or as a circle with a square hole.
??
+or
Figure & Ground
Colour SchemesGestaltLaw of Good Continuation
The eye tends to continue contours if there is an
implied direction.
The eye “fills” in the remaining pattern.
In graphic design, gestalt theory allows us to change how viewers respond to a
design ....
Colour SchemesGestaltCreating an Open Form
The image on the left is formal, static and
uninteresting.
The image on the right has been cropped. Parts
of the image have disappeared from view, so
the viewer has to complete the picture.
Entry points now exist and the viewer has become
actively involved.Entry
points to the picture.
Colour SchemesGestaltCreating an Open Form
The static image on the left does possess
entry points for the viewer.
The image on the left has many entry points
to actively involve the viewer
Designs and compositions which actively involve the
viewer always do better that those
which do not
Colour SchemesGestaltExample: applying gestalt to change poster design
The picture on the right has become more abstract and challenging
This the original, quirky and light-hearted design
The end result has a “chewed” appearance - the viewer has to engage with it more
Colour SchemesGestaltColours can affect one another
A colour can appear differently if it is close to another contrasting colour.
Which colour square below matches the colour of the text?
M O T I V A T I O N
Here the black makes the lettering appear white, where as in fact the white is an off-white or grey colour.
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