CDES 102 Lecture 12: Gestalt and art and copy notes

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Communication Design
CDES 102
Alan Rellaford

Gestalt and art and copy notes Monday, April 10, 2017 7:35 PM "Gestalt" Theory • A german word that roughly translates as whole or form • The concepts that make unity and variety possible in design. It is concerned with the relationship between parts of a composition and a whole • Gestalt involves the psychology of perception Closure • A tendency to perceive a set of individual elements as a single, recognizable pattern, rather than multiple individual elements Continuation • Elements arranged in a straight line or a smooth curve are perceived as a group, and are interpreted as being more related than elements not on the line or curve. Similarity • Elements that are similar are perceived to be more related than elements that are dissimilar. Proximity • Elements that are close together are perceived to be more related than elements that are farther apart. Alignment • An organizing principle that groups it ems in a way that indicates a direct relationship. Uniform connectedness • Elements that are connected by uniform visual properties, such as color, are perceived to be more related than elements that are not connected. Figure-ground relationship • Elements are perceived as either figures (objects of focus) or ground (the rest of the perceptual field. Art and copy Video notes Monday, March 27, 2017 7:28 PM • Rotators are people who change the billboard ads • "advertising is poison gas" • Advertising was a boys club and who you
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