Gestalt

Jul 28, 2009 — Kevin

Gestalt: Ahh, it's a Panda!

I don’t know about all of you, but I could certainly use more of nothing, especially in logo design. Let’s clarify what I’m talking about: negative space. But is negative space really nothing? It’s just as important as the positive space, and so often overlooked. Maybe it’s everything.

The brain’s perception of form is incredible, so take advantage of it! The superb WWF "Panda" logo above takes advantage of the Gestalt Principle of Closure. Closure occurs when an object is incomplete or a space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information.

All in all, I could definitely use more design that takes advantage of our perception of shape and form. The longer your audience stares at your logo the better.