FNAR 264/664 Graphic Design with Creative Technologies - 03

FNAR 264/664 Graphic Design with Creative Technologies Week 03

Transcript

1. FNAR 264/664
   Graphic Design
   with Creative Technologies Week 03
4. Gestalt Theory ! Gestalt theory focused on the mind’s perceptive processes (Kearsley, 1998). The word "Gestalt" has no direct translation in English, but refers to "a way a thing has been gestellt ; i.e., ‘placed,’ or ‘put together’"; common translations include "form" and "shape" (EB: "Gestalt Psychology", 1999). Gaetano Kanizca refers to it as "organized structure" (Moore, Fitz, 1993).
5. Gestalt is the German word for "form," and as it applied in gestalt psychology it means "unified whole" or " configuration.” ! The essential point of gestalt is that in perception the whole is different from the sum of its parts.
7. Gestalt psychologists developed five laws that govern human perception: ! Law of Proximity Law of Similarity Law of Good Continuation Law of Closure Law of Prägnanz (good form) Law of Figure/Ground
8. Law of Proximity ! The Gestalt law of proximity states that "objects or shapes that are close to one another appear to form groups" (Moore, Fitz 1993). Even if the shapes, sizes, and objects are radically different, they will appear as a group if they are close together.
9. Law of Similarity ! Gestalt theory states that objects that appear to be similar will be grouped together in the learner’s mind (Moore, Fitz 1993). For visual instruction, this can include font styles, size, and color, for example.
11. Law of Closure ! Gestalt theory seeks completeness; with shapes that aren’t closed, they seem incomplete and lead the learner to want to discover what’s missing, rather than concentrating on the given instruction.
13. Law of Good Continuation ! This Gestalt law states that learners "tend to continue shapes beyond their ending points" (Moore, Fitz 1993).
14. Law of Prägnanz (good form) ! The word prägnanz is a German term meaning "good figure." The law of prägnanz is sometimes referred to as the law of good figure or the law of simplicity. This law holds that objects in the environment are seen in a way that makes them appear as simple as possible.
15. Figure-Ground ! For a figure to be perceived, it must stand apart from its background. Moore and Fitz’s example had labels of switch parts overlapping the switch graphic, so that the words were hardly visible and therefore lost information (Moore, Fitz 1993).
16. Distinctions between figure and ground can be accomplished in a number of ways: Contrast of colors Blurred or out of focus background Placement of the figure in the image Magnifying the figure so that the ground is virtually non-existent Minimizing the figure so that the figure appears to be isolated or insignificant
17. Gestalt Theory. Composition made of 12 figures involving the various principles of the Gestalt.
20. Central motif from the Bauhaus logo, 1921–22
22. M.C. Escher
24. Rene Magritte
25. Rene Magritte
26. Why Not, 1991
27. Nicolaus Ott
28. Pascal Chandle, 1986
29. Nicolaus Ott, 1990
30. Nicolaus Ott, 1988
31. Geoff McFetridge, 1995
32. FNAR 264/664
    Exercise: Gestalt Logos
33. Design 3 Symbols / Logos ! Focus on principles Focus on Figure/Ground Use only Black & White Use only Adobe Illustrator