The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics". These cookies ensure basic functionalities and security features of the website, anonymously. Necessary cookies are absolutely essential for the website to function properly. It shifts the perspective of the figure and background and it can switch to depict both images. This logo uses the negative space between the shapes to create these images. After looking at it some more you will see a silhouette of a person playing golf. At first glance it appears to be a Spartan with his helmet because the company name helps trigger that image. A prime example of this is the Spartan Golf Club logo. Using unusual figure and ground relationships can add interest and subtlety to an image. Creating a balance between figure and ground can make the perceived image clearer. A form, silhouette, or shape is naturally perceived as figure (object), while the surrounding area is perceived as ground (background). The eye differentiates an object from its surrounding area. If the shapes were scattered and in varying locations, they would appear as separate shapes and the unity would not occur. In this instance, the shapes create the letters IBM. The IBM logo is essentially just different horizontal shapes, but due to their alignment and proximity to each other, they are perceived as a group and create a shape. Even though objects may vary in size, shape or color, if they are near each other, they can be perceived as one single element. Proximity occurs when elements are placed close together. The bucket does not actually exist and it is not defined, but based on the form created by the paint, it alludes to the bucket being there and our minds fill in the blank. The Paint the City icon is only defined by the paint that is spilling out of the “bucket”. If enough of the shape is hinted at, people will be able to perceive the whole by filling in the missing information. ClosureĬlosure occurs when an object is incomplete or a space is not completely enclosed. This gives the effect that the star is “shooting” across the letters. In the space logo below, the cutout section running through the letters draws your eyes and leads them to the star. ContinuationĬontinuation occurs when the eye is compelled to move through one object and continue to another object. The Sun Microsystems icon below is created from different objects but appear as a single unit because they are similar in shape and grouped near each other. Similarity occurs when objects look like one another and they can be perceived as a group or even a pattern. Incorporating these principles into your designs helps to create more unique and interesting designs. These principles can be seen in all forms of graphic design. These theories attempt to describe how people tend to organize visual elements into groups or unified wholes when certain principles are applied. It refers to theories of visual perception developed by German psychologists in the 1920s. Gestalt is a psychology term which means “unified whole”.
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