THEORIES IN TYPOGRAPHY & DESIGN PRINCIPLES

As a part of my research I wanted to develop my understanding of typography and design principles. I came across some theories that was really insightful. A theory I learned about:

Gestalt theory

This theory explains the ideas of how powerful the mind is. This focuses on cognitive behavior’s and explains how the mind deals with a lot of visual data. Visual confusions is seen in our everyday lives. People sub-consciously tries to make visual data much more simplified and easier to digest. The mind efficiently simplifies the parts by making it into a single object.

For instance, if I was to say to someone explain to me what a human face looks like. They will be able to depict the key shapes and parts. Such as; eyes, nose, ears, mouth etc. It makes a design stripped and much more generic. The mind designs a face by bringing them together and manages to register a face.

Five design principles derive from the Gestalt theory: proximity, similarity, continuity, closure and figure/ground.

  • Proximity – the space between objects. If close together can be seen as one or a group. If too far away then will be perceived as separate pieces of data. My example below.

proximity.jpg

  • Similarity- this part of the theory that explains if there are elements that have similar characteristics on the same page then there will be a relationship built. My example is of two different breeds of cats. Even though these are a different breed of cat they don’t have a lot of similarities.

similarity.jpg

  • Continuity – The ideas that type follows in the same direction until it comes across the next piece of design. My Example

direction.jpg

I really think this theory is incredibly important to me within my chosen career as designs are apparent in everything we see. Simplifying things is key when designing something as it allows the information to be digestible and understood. If I apply this theory to my own practice then I will be able to create unity within the piece. I will gain better communication of the piece if the relationship between the shapes/elements are strong and come together. This theory helps the designers influence, how the design is viewed by the target audience. This is the preferred reading. It is up to the viewer to decode the piece.

Bibliography

Gestalt Theory of Visual Perception. 2016. Gestalt Theory of Visual Perception. [ONLINE] Available at: http://www.users.totalise.co.uk/~kbroom/Lectures/gestalt.htm. [Accessed 20 March 2016].

Principles of Design – Graphic Design Theory. 2016. Principles of Design – Graphic Design Theory. [ONLINE] Available at: http://www.slideshare.net/EngineeroBono/principles-of-design-graphic-design-theory. [Accessed 20 March 2016].

Design Principles: Visual Perception And The Principles Of Gestalt – Smashing Magazine. 2016. Design Principles: Visual Perception And The Principles Of Gestalt – Smashing Magazine. [ONLINE] Available at: https://www.smashingmagazine.com/2014/03/design-principles-visual-perception-and-the-principles-of-gestalt/. [Accessed 20 March 2016].

 

 

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