![]() ![]() There is both a mountain and a bear in the logo, but they also function together as one image due to the use of this theory. The logo for the chocolate bar Toblerone is using the gestalt principle figure/ground as they are using two shapes on top of each other to create two images, that at first glance can be perceived as only one image. Explain in your own words, which logos are showing which principles, motivate your answer. The gestalt theory is a play with the human psychological perception of forms and shape.Ģ: Page through a magazine or newspaper or browse the Internet and find a different logo for each of the Gestalt principles. Our minds have the ability to understand a whole picture, even when parts are missing and we have the ability to see and understand the meaning with similarity and proximity. While there is nothing wrong with asymmetrical designs, symmetrical pieces tend to convey perfection rather than “human imperfection”.1: Define the Gestalt Theory in your own words Symmetrical designs do not have unbalanced elements that shift our focus away from the design as a whole. ![]() Visually symmetry is pleasing to look at as it is seen as completeness or balanced. Symmetry The principle of symmetry refers to visual balance of a design through the mirroring of an image. The figure is creatively depicted to also define the jaw and mouth of the face, without sacrificing the clarity of the figure. The design cleverly uses the arms and the gap in the arms of the golfer silhouette to create the nose and eye of the spartan and the golf club trail depicts the plume on top of the helmet. The logo can be viewed as a pretty detailed figure of a golfer swinging a golf club, while at the same time being seen as the face and helmet of a Spartan warrior. ![]() This logo is also commonly referenced for its brilliant arrangement. Photo by Greg Knolls on Flickr Spartan Golf Club The Spartan Golf Club logo is more known as an example of good figure/ground in design than the actual Spartan Golf Club (I am not sure if it even exists). This principle is very interesting to see in designs as the viewer can switch from one interpretation of the design to a completely separate interpretation of the same design. Because of how our mind interprets images, viewers see one figure or object at a time. This principle is very interesting as one single design can contain two different figures. This principle describes when a design has dual meanings depending on whether the viewer is looking at the positive or negative space. By positioning each bar side by side, the bars feel visually connected.įigure/Ground One of the more complicated principles to pull off is Figure/Ground. Through close placement of each bar to one another, the logo still feels complete and whole. Each of the black bars in the adidas logo is of different length and the bars do not end on the same plane as one another. Photo by KHeresy on Flickr Adidas The Adidas logo relies on proximity to unify the three diagonal bars. A design having just enough detail for someone to understand it, yet be abstract and simple enough that the shape or figure isn’t just the literal shape or figure, makes a design stand out and captures a viewer’s attention. If done properly, viewers can find a figure or symbol out of an arrangement of shapes or lines that individually are incomplete. Our minds are good at adding in necessary lines and closing open shapes to find meaning. Our brains are always trying to make meaning out of what we see. The Arrow also looks like a smile to give off a positive, happy emotion.Ĭlosure Closure is a principle that describes the way the human eye is naturally able to complete incomplete shapes and forms. A few fun things about this logo are that the arrow purposefully starts at the ‘A’ and ends at the ‘Z’ representing that Amazon has everything from ‘A to Z’. This logo uses this arrow to guide the viewer through the logo, as well as add some unity within the design. Photo by Christian Wiediger on Unsplash Amazon The Amazon logo shows continuation through the arrow. ![]()
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