Why do some designs feel “right” while others feel like a mess? It’s usually because the structure wasn’t designed properly, which comes down to psychology. In this guide, we’re breaking down the Gestalt Principles, the psychological rules of how our brains perceive order in a chaotic world.
While Design Principles are based on aesthetics and theory, Gestalt Principles are rooted in human perception. If the world is already organized for us, why should we as designers organize information any differently?
The 7 Gestalt Principles: The World Around Us
1. Symmetry: Creating Visual Balance and Stability
We love symmetrical things because they feel balanced. We see this in nature and iconic architecture like the Pantheon. In design, symmetry creates a sense of harmony and “groundedness.”
2. Similarity: How to Group Related Elements
We naturally connect things that look alike. This happens through:
Color: Like the produce section of a grocery store (until you get to parsley and cilantro, a reminder that if elements are too similar, you can confuse people!).
Shape: Things like traffic lights, which are universally circles. Beer bottles are also similar in shape.
Size: Think of modular grids, calendars, or the apps on your phone.
3. Proximity: Using Space to Organize Information
When things are closer together, we naturally assume they are related.
The Restaurant Test: At a restaurant, you know who is eating together because they are physically closer to each other than to the next table. In UI design, proximity tells the user which label belongs to which input field.
4. Common Region: Defining Boundaries in Layouts
Often used with proximity, this is about grouping elements within a visible boundary.
Examples: Countries separated by borders, passengers on a train are going in the same direction, or families grouped within the “region” of a house. In web design, this is often achieved through cards or background containers.
5. Continuation: Guiding the Viewer’s Eye
Continuation guides our eyes along a line or path, which helps create flow in your designs. The easiest and most literal example are lines or queues. You just follow the path of everyone else. On subway maps, you follow the path of the lines to see which direction you’re going in or which steps are on the way.
6. Closure: Filling in the Gaps with Perception
Our brains tend to fill in the gaps to complete a whole image. I feel like this one is used situationally, but it is a core principle.
The dashed lines on a road still read as a continuous path. Tesla uses this in advertising by selling a “sustainable future” rather than just a car; the audience “closes the gap” between the values and the product. Additionally, we understand the meaning of hand gestures without explicit direction.
7. Figure-Ground: Managing Depth and Focus
This is the relationship between the foreground (figure) and background (ground). You can usually only focus on one at a time. This principle helps create a sense of depth.
In The Rubin Vase illusion, do you see the vase or the two faces?
When there is sign on a storefront window, you can only focus on either the sign (the figure) or inside the store (the ground).
Final Thoughts: Designing with Intent
At its core, design psychology isn’t about following rigid rules. It’s about understanding how the human brain naturally organizes chaos. By mastering these 7 Gestalt Principles, you can stop guessing and start making intentional layout decisions that lead the viewer’s eye exactly where you want it to go.
Want to see these principles in action?
If you’re more of a visual learner, I’ve broken these concepts down even further in the video at the top of this post. I regularly share deep dives into visual psychology and design execution over on my YouTube channel!
I’d love to hear from you: Which of these principles do you find yourself using most often in your own work? Drop a comment below or tag me in your latest project. I’d love to see how you’re applying these to your designs!
Start profiting from your traffic—sign up today!
Sign up and turn your connections into cash—join our affiliate program!