GESTALT PRINCIPLE
SIMILARITY PRINCIPLE
Elements that are similar are
perceived to be more related than elements that are less similar.
The body mists above are of the same
company, the same brand. So they are designed to look similar to reduce
complexity and reinforces the relatedness of design elements. These two body
mists have different smells, but the bottles are designed similarly.
CLOSURE PRINCIPLE
A set of
individual elements perceived as a single pattern, rather than multiple and individual elements.
This logo is seen on a perfume box. The logo is actually made of multiple elements, but seen as a single element.
GOOD CONTINUATION PRINCIPLE
Elements with straight lines or smooth curves are seen as related, and seen as more related than the ones not on the the straight line or the smooth curves.
The pattern of this bag shows a good continuation as the curvy black and white lines are seen as a group.
ORIENTATION SENSITIVITY
OBLIQUE EFFECT
lines near to horizontal and vertical are perceived accurately.
OBLIQUE EFFECT
lines near to horizontal and vertical are perceived accurately.
This is a design of a tile where 4 of the elements are vertical and one is a horizontal line.
POP OUT EFFECT
Certain elements in a design that is easiest to be detected because it pops out than the rest of the design.
the illustration of the burger pops out than the rest of the calendar.
CONSISTENCY
The usability of a system is improved
when similar parts are expressed in similar ways.
AESTHETIC CONSISTENCY
Consistency of style and appearance. Aesthetic consistency ensures that customers recognize their brand on every one of their product.
Apple company uses the same symbol
for all of their products.
FUNCTIONAL CONSISTENCY
Consistency of meaning and action. It improves usability by enabling people
to use existing knowledge about how to use something, a button function or a product.
Next,previous and play buttons are
used on devices ranging from MP3 players to projectors.
INTERNAL CONSISTENCY
All the elements in the system is consistent with each other.
Under the Iphone category, only Iphones are available.
Under the Iphone category, only Iphones are available.
EXTERNAL CONSISTENCY
All the elements in the environment are consistent with each other.
All the folders are consistent with each other although they are of different systems in the environment.
PROXIMITY
Elements that are close together are seen as related and should be grouped as one.
The window buttons are placed near the window to show their consistency and relatedness with each other.
THREAT DETECTION
A threatening
stimuli is detected more effectively than nonthreatening stimuli.
when this particular sticker is
placed on a box, people will detect the boxes with it on the boxes first.
INTERFERENCE EFFECT
A phenomenon in which mental processing
is interfered by some other mental processes.
STROOP INTERFERENCE
A stimulus triggers mental process that interferes with processes involving a relevant
aspect of the stimulus.
PROACTIVE INTERFERENCE
Memories interferes with
learning.
RETROACTIVE INTERFERENCE
Learning interferes with memories.
Someone who has been using iphone for a while will face some problems when he/she switches to a samsung handphone because samsung has 'back button' when iphone only has a 'home button'. it will interfere with their existing memory and knowledge on how to use something.