Gestalt Psychology, the Principles of Design and Advertising Art Direction.

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Presentation transcript:

Gestalt Psychology, the Principles of Design and Advertising Art Direction

Design = Order + Beauty “The order the designer creates out of a chaos of pictures, copy blocks, headlines, and white space makes it easy for the reader to read and understand the ad.”

Gestalt Psychology “the whole is greater than the simple sum of its parts Visual Weight (see balance) Grouping

Similarity Proximity Continuity Closure (common fate)

Grouping by Similarity

Grouping by Proximity

Continuity

Closure (Common Fate) AC13

AC

Principles of Design: Balance Proportion Sequence (Flow/Movement, Rhythm) Unity (Harmony) Emphasis (Dominance, Contrast)

Balance Optical/visual weight (Gestalt psychology) Formal Balance(symmetrical) Informal Balance(asymmetrical)

Balance: Optical vs. geometric center

x

Formal Balance CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

Informal Balance CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

Proportion The “Golden Section.” aka “Golden Mean.” 2:3

Golden Section AC B

The smaller section is to the greater as the greater is to the whole. Thus: BCAB ABAC = ABC

Sequence (Flow/Movement, Rhythm) Natural entry points Common visual paths Directional cues

Natural Entry Points by Quadrant 41%20% 25%14%

Visual Paths CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

Visual Paths CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

The “Z” Pattern

Directional Cues Chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it.

Unity (Harmony) Borders Negative space (White space)

CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

CHAIRS all kinds of chairs Big chairs, small chairs, formal chairs, informal chairs. If it has four legs and is designed for sitting, we’ve got it. LOGO

Emphasis (Dominance, Contrast) size position novelty tone or color

Size

Position

Novelty

Tone or Color