![]() This gives such nice flow that it is easy for our eyes to just follow the direction of the logo. The 12/34/56 partition becomes more salient when the within-group similarities and between-group differences are compounded, by making the doublets similar / different in more than one visual attribute ( Figure 3f). ![]() Lastly, the Chili's logo gives movement by connecting the H and the L to represent another Chili. The lines in the center also point to the Starbucks and Coffee (the hair of the figure in the center). The Starbucks logo is in the shape of a circle, but your eyes are glued to the stars and then follow the circular shape to read the logo. If we look at the Adidas logo, our eyes start at the left and gracefully follow the triangle shape, ending at the end of the word. These elements can overlap or group together in the same space. The brain groups together elements that are next to each other and separates them from elements that are further away. The eye flows across the logo and the colors help as well. The principle of proximity refers to how close items are to each other. Basically, it refers to our tendency to fill in the gaps in everything we see. The eye starts at the coffee on the left and moves across to read Dunkin Donuts. In psychology, the term gestalt (which in German means something like unified whole) describes humans’ capacity for cumulative perception. In all of these logos, the lines and objects all look as though they are one group, that they belong together.Ĭ ontinuity- Golombisky & Hagen (2010) state in reference to the pattern of continuity, "Applying this concept can add a sense of direction and movement to your layout" (p. Golombisky & Hagen (2010) state, "The idea is to avoid a busy cluttered layout by physically grouping items together that belong together" (p. In the Chili's logo, the letters, especially the "hili" all look like they belong to a group because the h is connected to the l, which is making a shape like the chili (get it?). ![]() All of the lines in the center of the Starbucks logo makes it look like they all belong to the same group because they are so close together. Although Dunkin and Donuts are two different words, they are close together with the coffee so it is easier for the eye to scan this entire logo. The Dunkin Donuts logo makes the eye visualize the three objects together as a group. P roximity: The Adidas logo has three lines on top, which are close together so we perceive them as a group, such as one triangle. Take a look at these four logos- what do they all have in common? I decided that I wanted to look at some logos that appeal to the eye because they contain patterns of perception- the Gestalt Laws. Specific patterns of perception emerged from the research, which became the Gestalt Laws" (p. According to Golombisky & Hagen (2010), " Die professoren discovered that the brain automatically and unconsciously simplifies, arranges, and orders objects the eyes see. What are the Gestalt laws? The Gestalt laws came to the existance after German psychologists studied the way the human brain perceives objects. ![]()
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