Design Visual Theory - Basic Principles to Consider

Unity, Gestalt, Space, Hierachy, Balance, Contrast, Scale, Dominance, Similarity.

• Unity: Elements together visually. Also refers to the visual linking of various elements of the work.
• Gestalt: German word for 'form or shape'. It is the psychological study of how we perceive visual stimuli. The work of early 20th-century German psychologist Max Wertheimer and colleagues Kurt Koffka and Wolfgang Kohler.

4 Properties: 

1. Emergence
2. Reification
3. Invariance
4. Multi-stability

Principles:

• Closure
• Proximity
• Continuation
• Common Fate