Application of Gestalt principles in visual communications
Students Name: Kurtianyk Iryna Olehivna
Qualification Level: magister
Speciality: Design
Institute: Institute of Architecture and Design
Mode of Study: full
Academic Year: 2021-2022 н.р.
Language of Defence: ukrainian
Abstract: Among the main approaches to the study of the visual is the Gestalt, which is considered as the basis of visual perception. Gestalt research is important both in describing mental activity in the process of perception of visual images, and in characterizing the creative act of the artist [1]. Gestalt psychology is a school of thought that examines the human mind and behavior in general [2]. At one time, Gestalt-psychologists studied the process of perception, in research, they spread the idea that «… a person does not perceive individual, unrelated elements, but organizes them in the process of perception into a significant whole» [3], or estalt. In fact, the psychology of visual perception is closely related to the basic principles of Gestalt-psychology [4]. The study of Gestalt psychology was significantly influenced by the famous American psychologist of art Rudolf Arnheim. In particular, very important is his work «Art and Visual Perception» [5], which is based on the main principles and methodology of Gestalt-psychology. Gestalt’s classical model in aesthetics is based on the psychological laws of visual perception – visual balance, integrity, simplicity, completeness; rules of grouping images based on the principle of preference, similarity in perceptual quality [6]. Therefore, considering the design in terms of the psychology of perception, usually distinguish perception: color, shape, volume, depth, style, composition [7]. In particular, regardless of the sphere of life, the main task of the Gestalt approach is to improve communication and develop human creativity. Therefore, a person can maximize his potential with the help of Gestalt [8]. Design is the placement as forms, as space. To work more effectively with space, you must first understand it and learn to see it – figures that form spatial forms and see how space comes into contact [9]. The principles derived by researchers of Gestalt psychologists, who then taught at the Bauhaus, are still relevant today in the development of graphic products. Knowledge of these principles undoubtedly helps to present a visual message competently and to make the effect that is needed, whether it is the extreme clarity of the message or the introduction of ambiguity [10]. Scientists of Lviv Polytechnic National University have not studied this topic, and this is the uniqueness of the work. The object of research is the principles of Gestalt. The scope of the study– Master scientific work contains 100 pages, it contains 4 sections, conclusions, 51 illustrations, a list of sources used (45 positions), applications. The purpose of the study: to determine the features of the application of Gestalt principles in the design of visual identification. The origin and development of Gestalt psychology, which helps to better understand the principles of human perception and visual attention, and its influence on graphic design are studied. The basic Gestalt principles, their features, development and use in the design of identity of well-known brands are considered. The manifestation of Gestalt’s laws in the design of printing products, in particular in printed publications and advertising posters, has been studied. The influence of Gestalt psychology on graphic and multimedia design is clarified. The identity design of the «Dandelion» brand based on Gestalt principles has been developed. Keywords: Gestalt principles, gestalt psychology, visual communication, visual image, perception, identity. REFERENCES 1. Porozova D. Yu. Heshtalt kak osnova vizualnoho vospriiatiia / D. Yu. Porozova // Chelovek v mire kultury. – Ekaterynburh. – 2012. – Nr 3. – Pp. 23-28 [In Russian]. 2. Shynkaruk V. I. Heshtaltpsykholohiia / V. I. 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