- Rachel Bistricer
- Apr 15
- 4 min read
Updated: 5 days ago
Why do some designs just seem to "work"? How do certain visual layouts guide your eyes effortlessly while others cause confusion? The answer, often, lies in a hundred-year-old theory from psychology called Gestalt. If you're a designer, creator or someone who simply appreciates good design, understanding Gestalt principles can transform the way you approach visuals—whether for marketing strategy, web design or event posters.
This article will help you uncover the basics of Gestalt psychology and explore five core design principles derived from it. By understanding these principles, you’ll gain valuable insights into how to create designs that are visually appealing and intuitively understood. Discover how applying these concepts can elevate your creative process and make your work more effective and impactful.
New to graphic design? Start by learning the essential graphic design terms to build your foundation.
What is Gestalt psychology?
Gestalt psychology is a branch of psychology that originated in the early 20th century, focusing on how humans perceive and organize visual elements. "Gestalt" translates from German as "shape" or "form," reflecting the idea that we perceive entire configurations rather than just individual components.
Rather than evaluating visual elements in isolation, Gestalt theory proposes that the human brain has an innate ability to group objects, patterns and structures into meaningful wholes. For example, if you see a series of broken lines arranged in a circle, your brain naturally interprets them as a circle rather than a random assortment of disconnected segments.
This concept is at the heart of effective design. Different types of designers utilize Gestalt principles to create arrangements that feel intuitive and visually cohesive, making their work naturally appealing and easier to understand.
5 Gestalt principles in design
01. Proximity
Proximity is all about how spacing affects grouping. When elements are placed close together, the human brain perceives them as a single group or unit, even if they differ in size, shape or color. Meanwhile, adding space between groups can visually separate content. Proximity isn't just about aesthetics; it’s functional. It’s what makes designs digestible at a glance.
How to use it:
On a website homepage, group related navigation links closely together to make them intuitive to scan.
On a flyer, ensure that text elements closer to a heading look unified, while separating unrelated sections with generous space.
02. Similarity
This principle revolves around our tendency to group elements that share visual characteristics, such as color, size, shape or texture. Similarity helps create a visual rhythm and ensures consistency, making your design easier to follow. When similarity is thoughtfully applied, it streamlines the viewer’s understanding and subtly reinforces your design’s structure.
How to use it:
Use identical colors for buttons when making a website to signal that they serve the same purpose.
On a newsletter, keep font styles consistent for headings, subheadings and body text.
03. Continuity
Continuity, also called the law of good continuation, suggests that the human eye prefers to follow a continuous flow. It naturally follows lines, curves or paths, which creates a sense of direction and harmony in your layout. Continuity ensures that your designs feel composed, leading the viewer’s eye where you want it to go, rather than leaving them wandering.
How to use it:
Design a website menu so that links flow in a horizontal or vertical line, guiding users effortlessly.
Use angled or curved lines in posters to direct the viewer’s gaze to key information like dates or calls to action.
04. Closure
Closure is the idea that we naturally fill in gaps to perceive a complete shape. Even if parts of an image or design are missing, the brain reconstructs it as a whole. Closure allows you to engage the audience actively, making designs more memorable and dynamic.
How to use it:
Create minimalist logos by using implied shapes and leaving gaps, allowing the viewer to mentally "close" the shape.
Use outlines or incomplete visual elements sparingly to convey sophistication and intrigue.
05. Symmetry
The symmetry principle suggests that we’re drawn to balance and harmony in visual compositions. Symmetrical designs feel orderly and pleasing, while asymmetry can evoke energy and tension. Symmetry ensures your designs maintain a professional and well-organized appearance, particularly in spaces where balance is crucial.
How to use it:
Center elements on posters or event flyers to create a formal, structured layout.
Use symmetrical grid systems for e-commerce webpages, ensuring every row feels balanced and aligned.
Why is Gestalt theory important?
Why should you prioritize Gestalt principles? Because they’re not just theoretical—they’re practical tools that connect directly to user experience, communication and emotional engagement.
Gestalt theory provides us with an overview of our users’ needs and tells us a lot about how they recognize, process and react to our site’s visual data. Our brain looks for clues to break down and understand optical messages; there are distinct principles derived from this which we can use to develop a more advanced design language.
Designs informed by Gestalt principles intuitively guide users, reducing friction and encouraging them to focus on your core message. For example, when a landing page directs attention to a sign-up form without distractions, it’s very likely leveraging proximity, continuity or symmetry.
Beyond functionality, applying Gestalt principles supports creativity. They give you a framework to explore new ideas while maintaining visual harmony. Whether you're crafting a complex website for businesses or designing simple graphics for social media, Gestalt theory acts as a foundational guide.
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Dive deeper into graphic design to boost your creativity:
Gestalt design FAQ
What's the origin of Gestalt design principles?
Gestalt design principles are rooted in Gestalt psychology, developed by German psychologists Max Wertheimer, Wolfgang Köhler and Kurt Koffka in the 1920s. Their work on visual perception laid the groundwork for various fields, including design.