MODULE: Gestalt theory

Step 10 of 16: Similarity

The Gestalt Law of Similarity is simple to depict and explain. It suggests that a strong connection of grouping association occurs across elements that are similar in form, and though the example below is black and white for simplicity and consistency, colour is a critical factor in establishing similarity also. In the example below, the grouping of elements in figure B due to proximity is strong, but an obvious sub-grouping acording to similarity in shape has several impacts on the cohesion of the group, especially in contrast with figure A. That is not to suggest one Law is stronger than the other, context determines this always.

On some occasions you will want to achieve the exact opposite of Similarity for grouping items consistently together; you will want something to stand out for its uniqueness among a group of similar objects. The act of distinguishing one item from the pack is called Anomaly and it is usually undertaken to either break the monotony or to help visually escalate the attention the viewer places on the item in question. For example, if interaction is possible, differentiating an active item from others is a helpful visual signifier. More on that in future modules...