Before & After 0676 - Equilibrium.pdf

(1052 KB) Pobierz
Before&After
®
BAmagazine.com
i
U
X
Our sense of balance affects everything we see
Are there rules for design?
Early last century, psycholo-
gists in Austria and Germany
developed a school of psy-
chology called Gestalt, which
attempts to explain human
behavior in terms of pat-
tern seeking. Gestalt theory
explains how the eye orga-
nizes visual experiences and
how the brain interprets them.
Gestalt is not design, but
knowing the visual principles
of Gestalt will give you a valu-
able design toolbox.
By Bob Dahlquist with the
Before & After staff
quilib-
e
rium
Continued
Continued
Gestalt theory: Equilibrium
0676
Before&After
®
Gestalt theory: Equilibrium
2
of
7
BAmagazine.com
i
U
X
Find equilibrium in nature
Consciously or not, our sense of balance deeply influences our visual judgments. The
Gestalt principle of
equilibrium
addresses the stability we seek in everything we see.
In nature, an object tends towards a
stable, resting state, as seen in a water
droplet: Splashed water beads up—
draws inward—and comes to rest in a
circle. This is a stable state.
Equilibrium is everywhere!
(Below) Notice how our eye is pulled to the center.
Our eye is most comfortable at the center, the point of greatest equilibrium.
Plant seed
Lime wedge
Pumpkin
2
of
7
Gestalt theory: Equilibrium
0676
Before&After
®
Gestalt theory: Equilibrium
3
of
7
BAmagazine.com
i
U
X
Create equilibrium in objects
A water droplet, in its simplest form, is a dot that pulls your eye to the center.
This similar concept has been applied to famous logos and trademarks.
Mimicking nature, we create equi-
librium when we draw a plain dot.
Like the droplet, a dot is a shape at
rest, under no tension. This shape
displays equilibrium.
Look at me!
(Below) Equilibrium gives these logos rest, stability and permanence.
Each one commands your extreme attention, because your eye is drawn towards the center.
CBS
by William Golden
Woolmark
by Francesco Saroglia
Ralston Purina
by William Danforth
3
of
7
Gestalt theory: Equilibrium
0676
Before&After
®
Gestalt theory: Equilibrium
4
of
7
BAmagazine.com
i
U
X
Equilibrium in placement
Our eye is naturally drawn to the center of a field. An object placed elsewhere
draws our eye away and toward the object and edge, which creates tension.
Tension
Ambiguity
Equilibrium
The dot far off center
results in tension from
three elements tugging
at your eye—the center,
the dot and the edge.
Neither centered nor
clearly off center, our
eye struggles with this
ambiguity.
Equilibrium at work. Our
eye recognizes that the
dot is in the center. Ten-
sion ceases. The composi-
tion comes to rest.
(Often-overlooked fact:
The paper is not a passive
carrier but an active part
of any composition.)
4
of
7
Gestalt theory: Equilibrium
0676
Before&After
®
Gestalt theory: Equilibrium
5
of
7
BAmagazine.com
i
U
X
Create equilibrium in your layout
Every element has shape, direction and value. Create equilibrium by arranging
elements and adjusting values so the primary visual weight is in the center. For
interest, you can then create tension within the equilibrium.
GLOBAL NETWORK
SOLUTIONS
Specializing in International Trade, Business
Consultation and Information Technology Services
2008 ANNUAL REPORT
2008
ANNUAL
REPORT
GLOBAL NETWORK
SOLUTIONS
GLOBAL NETWORK
SOLUTIONS
Specializing in International Trade, Business
Consultation and Information Technology Services
2008 ANNUAL REPORT
Specializing in International
Trade, Business Consultation and
Information Technology Services
Tension
Elements gathered all the way to the
left yield an unbalanced, active page.
Equilibrium
The centered layout is balanced,
stable, in repose.
Equilibrium with tension
The visual weight is in the center.
The center itself is asymmetrical
and active.
5
of
7
Gestalt theory: Equilibrium
0676

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika:

Zgłoś jeśli naruszono regulamin