Design Psychology: How to Increase Recognition and Trust in Your Product Using a Gestalt Approach / ITech content

Contents:

• What are Gestalt principles
• Why use Gestalt principles in design
• Six Gestalt principles: what a user interface designer should know about them

UX/UI design plays a key role in shaping the user experience, based on the principles of perceptual psychology. Interface elements such as screens, buttons, and lines can significantly influence user behavior, encouraging them to take certain actions. Properly selected visual components not only guide users but also shape their emotional perception. Thus, competent UX/UI design can both attract and repel users, emphasizing the importance of psychological aspects in creating effective interfaces.

In this article, we explore how users perceive product cards on screens, the reasons for their preference for symmetry, and the factors that cause confusion when using filters on marketplaces. Understanding these aspects will help optimize interfaces and improve the user experience. We'll explore the psychological and visual elements that influence information perception and offer recommendations for creating user-friendly and intuitive filters. Properly presented information on the screen helps increase conversion and user satisfaction.

What are Gestalt principles?

Gestalt is a German term that encompasses a variety of meanings, including design, configuration, and structure. It can also refer to body type, figure, and appearance, and play a role in design and habitus. The concept of integrity and form embodied in the word Gestalt emphasizes the importance of image and appearance in various contexts. It's important to understand that Gestalt not only describes physical aspects but also conveys conceptual ideas that are applicable to art, design, and psychology. Using this term allows for a deeper understanding of the relationship between form and content, as well as their influence on perception.

When a person encounters an image, object, or another person, they begin the process of cognition. Using sight, hearing, and touch, they gather information, connect it to previous experiences and the context of the current moment, and process it through their emotions. As a result, a unified, complex picture is formed, consisting of many elements. This perceptual process plays a key role in understanding the world around us and shaping individual experience.

When a person has formed a complete perception, they can effectively interact with this image and make informed decisions. This includes choosing or not taking actions, as well as deciding whether to purchase items or end interactions. A full understanding of the situation allows a person to better navigate their preferences and build relationships.

Gestalt principles are a set of laws that explain how people perceive images and organize them into a coherent picture. These principles help understand the mechanisms of visual perception and are used in various fields, such as psychology, design, and art. They emphasize the importance of context, structure, and relationships between elements, which allows us to more easily interpret and comprehend information. Applying Gestalt principles to design helps create more harmonious and understandable visual solutions, which, in turn, improves user interaction with content.

UX/UI principles determine how users perceive and interpret elements on digital screens. They play a key role in creating intuitive interfaces that facilitate interaction with a product. Understanding these principles helps designers develop more effective and convenient solutions, improving the overall user experience.

The human psyche has the ability to self-regulate, striving for stability at any given moment. An important aspect of this stability is the holistic perception of images. Holistic images promote harmony in the mental state, allowing a person to better adapt to change and find inner balance. This emphasizes the importance of awareness and understanding of one's thoughts and emotions, which in turn affects overall mental health and emotional well-being.

If the "Specifications" button on an online store screen is located too far from the product image, it is difficult for the user to establish the connection between them. This leads to increased cognitive load and can cause frustration. As a result, the holistic perception of the product is disrupted, which negatively affects the user experience and can reduce the likelihood of a purchase. Optimal placement of interface elements improves navigation and facilitates the decision-making process for buyers.

Why use Gestalt principles in design

UX/UI designers and CX researchers need to understand the basic principles of perception psychology. The success of a digital product depends on its ability to align with basic human perception and response mechanisms. Creating an intuitive and attractive interface helps increase user satisfaction and increases their likelihood of returning to the product. Understanding these aspects allows developers to create not only functional but also emotionally appealing solutions that truly meet user needs.

Designing with Gestalt principles in mind significantly improves user perception and interaction with the product. Applying these principles allows you to create more harmonious and effective interfaces. The main idea of ​​Gestalt psychology is that the perception of the whole always surpasses the perception of its parts. This means that users perceive information better when it is organized and visually structured. Using Gestalt principles such as proximity, similarity, closure, and continuity helps designers create intuitive and user-friendly interfaces. As a result, such approaches not only enhance aesthetic appeal but also improve user experience, facilitating more effective interaction with content.

• Control user attention on screens and manipulate their behavior. For example, encourage them to view more products or offers.

• Build user trust in the product. If the content on the screens provides a complete picture of what is happening, people perceive the digital product as familiar and safe.

• Reduce the cognitive load on users - it will be easier for them to navigate the screens. Unexpectedly complex processes in applications are off-putting and even cause negative emotions.

Let's consider the search filter screen on Ozon. This interface allows users to effectively find the products they need using a variety of filtering options. Filters help narrow selections by category, price, brand, rating, and other characteristics, significantly simplifying the search process. A user-friendly and intuitive design improves the user experience and increases the likelihood of making a purchase. Using search filters on Ozon is an essential tool for shoppers looking to save time and quickly find products that match their needs.

Each of the three gray rectangles contains text that we perceive as related. We intuitively expect the first rectangle to represent size parameters, the second to represent prices, and the third to represent physical characteristics. This structure helps users navigate information more quickly and makes data perception more convenient. Properly formatted blocks of text facilitate better comprehension and assimilation of information, which is especially important for users searching for specific characteristics or price quotes.

A closer analysis of the text reveals that the gray rectangles disrupt the usual logical connections. This complicates navigation through the interface and significantly increases cognitive load in unexpected places. We are simply looking for simple objects, such as a mug, a stool, or a coat case. This can lead to anxiety: the digital product becomes unpredictable, and there is a risk of failing to achieve the intended goal by missing the necessary information or not finding the desired object. Optimizing the interface and improving the user experience will help reduce stress and facilitate the search process.

Optimize your content for SEO to improve your website's visibility in search engines. Use keywords that match the topic of your text and place them naturally. Use unique titles and meta descriptions to attract users' attention. Update information regularly to keep it relevant and interesting for readers. Don't forget about the text structure: use subheadings, lists, and paragraphs for easy reading. Share links to relevant resources and articles to add additional value to your content. Maintain high-quality copy by avoiding redundancy and irrelevant information. This will help improve not only SEO but also the overall user experience.

Research shows that a website's color palette plays a key role in building user trust. Choosing the right colors can significantly increase audience engagement and loyalty. Colors evoke emotions and associations that influence brand perception. For example, blue is often associated with reliability and security, while red can evoke a sense of urgency or passion. Understanding color psychology allows web designers to create more effective interfaces that build user trust in a website. Optimizing a color scheme for your target audience can improve not only user experience but also conversion rates.

Six Gestalt Principles: What an Interface Designer Should Know

When objects are placed close together, users perceive them as a unified whole, viewing them as a related group based on functional or other characteristics. This perception can influence user experience and interaction with the interface. Proper grouping of objects helps improve navigation and makes information more accessible.

In UX/UI design, spacing between elements plays a key role. Proper distribution of space allows users to effectively scan the interface and quickly navigate text and icons. Small and large spaces between elements help create visual hierarchy, which contributes to a better user experience. Effective use of spacing makes information easier to perceive and makes interaction with the interface more intuitive.

• The heading and the paragraph of text below it form a group - people perceive them as related in meaning.
• The buttons on the control panel form a group - users consider them functionally equivalent.

Violating the principle of proximity in design and information perception can lead to confusion and misunderstanding. This principle is based on the fact that elements placed close to each other are perceived as related. If this principle is ignored, users may not see the logical connection between elements, which will hinder navigation and content perception. As a result, this can negatively impact the user experience, reducing the effectiveness of communication and interaction with the material. Proper application of the proximity principle promotes a clearer and more structured presentation of information, which in turn improves user engagement with your website.

• When an interface element is separated from its siblings by a noticeably large distance, the user may not see it.

Placing the "Opt Out" button a significant distance from the "Agree" button will make it difficult for the user to notice. This can lead to undesirable consequences, as the user may accidentally confirm the action without realizing they have the option to opt out. Proper placement of controls on the page is important for improving the user experience and increasing conversions. Effective interface design should consider ease of access to key actions, ensuring clarity and simplicity of user interaction.

• Due to visual proximity, elements that are not equivalent in meaning or function may be placed in the same group.

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Five basic rules of quality design

Quality design is not just aesthetics, but also functionality. To create an attractive and user-friendly interface, follow the basic principles of design. The first rule is simplicity. Avoid unnecessary complexity and clutter to ensure users can easily perceive information. The second rule is harmony. The color palette and fonts should complement each other, creating a visually pleasing image. The third rule is hierarchy. It is important to highlight key elements to direct the user's gaze and focus attention on important information. The fourth rule is adaptability. The design should display correctly on various devices, providing a comfortable experience for all users. The fifth rule is accessibility. Consider the needs of all users, including people with disabilities, to make your design inclusive. Following these rules will help you create a high-quality and functional design that will meet user needs and improve interaction with your product.

Symmetrical objects are perceived by users as a unified whole and belong to the same category. This perception is based on the principles of visual organization, where symmetry serves as an important element for forming a grouping of objects in the mind. Thus, the use of symmetry in design and art can significantly influence how audiences identify and categorize visual elements.

In UX/UI design, symmetry plays a key role, creating a sense of order and predictability. It promotes visual balance, which in turn allows users to more quickly perceive and master interfaces. Symmetrical elements simplify navigation, making interaction more intuitive and comfortable. Proper use of symmetry in design helps create a positive user experience, which is an important aspect of successful digital products.

Violation of the principle Symmetry can have various negative consequences in physics, design, or architecture. In physics, symmetry plays a key role in laws and theorems, and its violation can lead to system instability or loss of equilibrium. In design and architecture, a lack of symmetry can create visual discomfort, reduce aesthetic appeal, and complicate the perception of an object.

Furthermore, in biology, symmetry is often associated with health and attractiveness, and its violation can affect the perception of organisms. In general, adhering to the principle of symmetry is important for achieving harmony and balance in various areas of life.

• When elements similar in function or meaning—for example, cards or icons—are asymmetrical in shape, the user does not perceive them as equivalent. They focus on the visual difference and try to understand the meaning of this difference. The interface becomes less predictable for him.

Elements that are visually similar in color, shape, or size are perceived by people as belonging to the same group. This occurs regardless of the distance between them. Perceiving the grouping of objects based on visual characteristics is an important aspect of human psychology and design. Understanding these principles can be useful in creating effective visual compositions and interfaces.

In UX/UI design, visual similarity between elements helps users understand that they will function similarly. This Gestalt principle not only simplifies the perception of the interface, but also allows for effective grouping of elements on the screen, creating a more intuitive and attractive user experience.

Violating the principle of similarity can have negative consequences in both design and other areas. In a visual context, ignoring this principle can cause confusion and misunderstanding among the audience, as elements that are not similar may be perceived as unrelated. This reduces the effectiveness of communication and complicates the perception of information.

In marketing, violating the principle of similarity can impact brand recognition. If elements representing a brand do not share a common style or color palette, this can make it difficult for consumers to identify them.

It should also be noted that in the field of product design, non-compliance with the principle of similarity can complicate the use and interaction with the product, as users may not understand how the various elements are related to each other.

Ultimately, adhering to the principle of similarity promotes clearer communication, improves perception and helps to create a harmonious and functional design.

• Elements that are aesthetically similar but functionally and semantically unrelated violate the logic that the user expects from the interface.

People actively work to complete missing elements in an image and arrange components to create a harmonious whole. This process involves the use of intuition and creativity, allowing for a complete and aesthetically pleasing result.

In UX/UI design, image elements on the screen can serve as cues to users about the presence of further content. This desire for complete perception of information encourages users to scroll. Thus, properly designed visual components not only attract attention but also contribute to user engagement, which ultimately improves user experience and increases time spent on the page.

Violating key design principles can have negative consequences. The first thing that suffers is user perception. Incorrect color combinations, unsuccessful fonts, and an overload of elements can make navigation difficult and distract attention from the main content. This reduces usability and can lead to an increased bounce rate on the site.

Furthermore, violating design principles affects the overall aesthetics of the project. A design that does not meet standards can create an impression of unprofessionalism, which, in turn, reduces trust in the brand. Users prefer to interact with websites and applications that look neat and modern.

It is also worth noting that design errors can negatively impact SEO. Search engines consider behavioral factors such as time on page and click-through rate, and if users can't easily navigate a site, this can lead to a decline in search results.

As a result, violating design principles not only detracts from the visual experience but also impacts the functionality, usability, and visibility of the site in search engines. Therefore, it is important to strictly adhere to basic design principles to achieve successful results.

• A complete image creates the illusion of closure and completeness. If there is any other content behind it, the user will most likely not see it and will not even look for it.

Reading is an important part of our development and learning. It helps expand our horizons, deepen our knowledge and develop critical thinking. Books, articles and other sources of information allow us to stay up to date with the latest trends and discover new horizons. It's important not only to read but also to choose quality content that promotes personal and professional growth. Use a variety of formats: print and e-books, blogs, academic journals, and specialized websites. This will help you gain a variety of perspectives and ideas. Reading should become a habit that will bring you benefit and joy.

Nielsen's Heuristics: Ten Usability Principles for Interface Design

Nielsen's Heuristics are a set of ten principles that help create user-friendly and intuitive interfaces. These principles are aimed at improving user interaction with a product and increasing the overall effectiveness of using the interface.

The first principle is visibility of the system state. The user should always be aware of what is happening in the system and receive feedback on the actions performed. The second principle is the correspondence between the system and the real world. The interface language should be understandable to the user and meet their expectations.

The third principle is user control and freedom. The user should be able to undo or return to the previous action. The fourth principle is consistency and standards. The interface should follow established standards and be consistent in its actions.

The fifth principle is error prevention. The interface should minimize the possibility of errors and provide clear instructions for their correction. The sixth principle is recognition, not recall. Interface elements should be easily recognizable so that the user does not have to memorize information.

The seventh principle is flexibility and efficiency of use. The interface should adapt to different levels of users, providing both quick and more detailed interaction options. The eighth principle is aesthetics and minimalism. The interface should be clean and simple, avoiding unnecessary information that could distract the user.

The ninth principle is to help the user recognize, diagnose, and correct errors. Error messages should be clear and constructive. Finally, the tenth principle is help and documentation. While the interface should be clear, the presence of supporting materials is always useful.

Application of these principles significantly improves the quality of interfaces and enhances the user experience. Nielsen's heuristics serve as a reliable guide for designers seeking to create effective and usable solutions.

Elements located on a line are perceived by people as interconnected. This line can be either drawn or imaginary, and can be straight or curved. The relationship between elements arranged in a line helps create a harmonious perception, which is important for design and user experience. The correct use of lines in visual composition facilitates better comprehension of information and leads to more effective interaction with content.

In UX/UI design, continuity plays a key role in creating an organized and intuitive interface. It reduces the user's cognitive load, allowing them to more easily perceive information. Effective organization of content and visual elements guides the user through the screen, leading them to the desired actions. : Organized presentation of information improves user experience and increases the likelihood of completing target actions.

Violating the principle of continuity can lead to serious consequences in a variety of areas. In business, this can mean disruptions in operations, loss of customers, and a deterioration in reputation. In education, continuity of learning plays a key role in learning; its disruption can lead to gaps in students' knowledge and skills. In technical systems, a lack of continuity can lead to hardware and software failures, which in turn entails additional costs for restoration and maintenance. Overall, maintaining the principle of continuity is essential for achieving success and stability in any activity.

• A broken line indicates the end of a screen or an end point. If there is actually more content behind it, the user may not find it.

People strive to create spatial relationships between elements in an image. A composite composition always emphasizes figure and ground, achieving harmony and expressiveness. The correct interaction between figure and ground plays a key role in the perception of visual material, helping the viewer better understand and interpret the composition.

In UX/UI design, figure serves as the central focal point for the user. This Gestalt principle helps designers structure content, highlighting key elements and simplifying information comprehension. Effective organization of visual components directs user attention to important aspects of the interface, improving interaction and the overall product experience. Correct application of Gestalt principles in design helps to create intuitive and aesthetically pleasing solutions, which in turn improves usability and user satisfaction.

Violating the figure-ground principle can lead to significant problems in the perception of visual information. This principle is based on how people perceive objects and their environment. When a figure does not stand out from the background, or vice versa, confusion can arise, making it difficult to understand the information.

Perception issues can manifest themselves in various fields, such as graphic design, web design, and advertising. For example, if interface elements do not have a clear distinction between figure and background, users may have difficulty navigating the site. This can lead to a negative experience and decreased conversions.

Furthermore, in advertising, an unclear distinction between figures and background can distract attention from the key message, which will reduce the effectiveness of the advertising campaign. For best results, it's important to consider this principle when creating visual content. Ultimately, adhering to the figure-ground principle promotes clearer and more effective information comprehension, which is especially relevant in the face of information overload.

• When users are unable to discern the relationship between elements and all elements appear equally important, they experience cognitive overload. Working with the interface becomes unexpectedly difficult and unpleasant.

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• "The Design of Everyday Things": Don Norman's Principles Every Designer Should Know
• A Designer's Knowledge Base: Tools, Careers, and Books
• "Design is Work": What a Designer Needs to Know Besides Photoshop and Figma