Gestalt Principles in Typography

How Gestalt can affect the way people read

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13 Nov

Gestalt Principles in Typography

Written by Kreatiklan Tagged as
Fellas, let’s talk about something serious. In this few week episode, Kreatiklan’s team decide to bring you the very very basics on logo, font and package construction. They’re called the Gestalt Principles. A brief history — soon after it was introduced in 1920, Gestalt was applied to the field of visual perception by Max Wertheimer, Wolfgang Kohler and Kurt Koffka. Gestalt itself means ‘unified whole’ – which also refer to the way in which humans, when looking at a group of objects, will see the whole before even see the individual parts. The main idea was that when we perceive the world there are many different signals coming in at the same time.
 
For a simpler explanation, Gestalt theory’s main study area is perception. Gestalt theorist focused especially on seeking simple and natural explanations that could be adapted to our natural way of perceiving reality. Through perception, we are able to acquire knowledge of the world, interact with it and connect with others. The great advantages of Gestalt’s theory are its application to everyday fields and the simplicity of its approaches. Your ideas help us to better understand how we process and interpret reality.
 
It is a principle, that is why – they have five main points in it,
  1. Similarity — We tend to seek differences and similarities in an image and link similar elements. We also think that similar object has the same uses that is why some design button are same (it meant to be touched/clicked)
  1. Grouping/Proximity — If there is a series of objects (such as lines), we tend to perceive objects that are close together as a group. 
  1. Closure — Basically, human mind doesn’t like loose ends. When we see a figure that appears to be partially enclosed, our mind tend to “complete” it with our imaginary visual information. This is known as the closure principle. 
 
  1. Continuation — The continuance principle holds that if line or curve segments are in alignment, we tend to perceive them as part of a continuous whole.
  1. Figure/Ground Relationship — Gestalt Principles says that when a smaller shape is surrounded by a larger uniform area, we perceive the smaller object to be in front and have the border (the relationship between an object and the surrounding space)
 
Psst – those principles also can be applied by combining each principles (means: proximity and similarity) in one design. As Gestalt are applied on any visual design that are exist.
 
Okay, enough with the Gestalt.So what about typography?
 
According to Gestalt psychology (from where the phrase “The whole is greater than the sum of the parts” comes), the mind forms a global whole with self-organizing tendencies. Our mind caught things which are similar. All of five things above must be considered when using type to get across information to someone reading print material or guiding a web-user through a website. The aesthetic manner in which words are presented can affect the way we read, and the way we think about the information presented. As typography is the art and technique of arranging type, a typographer job is making the words legible, readable and pleasant for user. Several studies says typefaces can magically affect consumer perception of a brand. People are judgmental so that is why the right gestalt principles on typography will develop a great perception towards your brand. Well, well, well – thank you for the info.
 
Since words and typography developed early as the sole way to communicate, typography shows perfectly the dichotomy between the meaning and the expressive form of any language. There are a lot of guide regarding typography. For example, kerning involves the spaces between specific letter pairs to adjust anomalies in spacing created by the shapes of the two letters. This spaces can affect how people perceive the whole world. Can you believe it? 
 
 
We also believe, the typography ‘breakdown’ is even further. HEADER or the first thing you want users to see, BODY or so called content and FOOTER the least important content which sometimes contains your address. All of these things used to help organizing graphic elements such as images, graphics, and text within a page, window or other format of a defined visual field. It provides an effective balance of unity and variety and creates a rhythm that facilitates consuming and comprehending content.
 
Words hold power – indeed. That is why in Kreatiklan, we believes that all the words should be type, arrange and design super super carefully. If you need help on adjusting the right word for your brand (logo, packaging or the ads or the brand as the whole) why don’t you call us? We are a great partner to brainstorm with! We love to order coffee cheese while we work and we might grab you one while you visit. Type OnePm Building Gading Serpong to your maps and let’s discuss thoroughly!