However, this doesn’t always hold, as focal points buck this trend (more on that a little later). Elements that are closer together often appear more important than elements that are farther apart. The principle of proximity is also used to create a sense of hierarchy in a design. One example is putting all the shoes together on an e-commerce site so shoppers a) know they’re in the shoe section and b) see the most relevant content. When creating web pages, designers often use the principle of proximity to group related content. We perceive objects that are close together as being related. If everything is too similar, it’s tricky to distinguish between the different elements. But it’s important to note that too much similarity can also be a bad thing. When used effectively, the law of similarity enables you to create designs that are both visually appealing and easy to understand. Or, you can break the law of similarity - such as highlighting some text in bold - to draw attention to important parts. We can also use color, type, and font size to help users work their way through content and pick out the important bits. On websites, designers might make certain buttons or links a certain color so users understand their purpose more clearly. Companies will use similar colors in their branding to create a sense of unity and cohesiveness. We often see this technique in advertising. When you group items with certain characteristics, our brains naturally draw links to help us try and understand the relationship. The law of similarity states that we perceive elements as a group if they’re similar in shape, size, color, or other characteristics. The law of similarity is the most important and useful of the grouping set. Roughly speaking, the Gestalt Principles fall into two categories: those that deal with perception and those that deal with grouping.
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