Application of Gestalt Theory in Poster Design of Urban Spaces

Subject Areas : Urban Management Studies

Azam Tabakhan esfahani ¹

1 - Master of Visual Communication, Department of Art, Farhangian University, Isfahan, Iran

Received: 2023-04-15 Accepted : 2023-06-06 Published : 2023-05-22

Keywords: Gestalt, Poster, design, graphics, graphic design,

Abstract :

Introduction and purpose: Gestalt is defined as the psychological science of form and shape recognition, which appeared in Germany in the first half of the 20th century. This theory states that the human brain uses this method to understand complex subjects that are made up of various components. Summarize the components in the form of a single subject and obtain a general understanding of that subject at first. This theory is presented based on how the eye organizes visual experiences, which has had an impact in various fields of science, philosophy, and art. Method: In this research, which was carried out in a descriptive-analytical method, and its information was collected in a library manner, and its subject is within the scope of the author's professional experience and education, three posters by the artist Masoud Najabati, which are related to the subject In this research, appropriateness was selected and the written and visual information of the posters was studied based on the Gestalt theory. The present article, which has been made with the aim of familiarizing and the performance of each of these principles in art, specifically in poster design, has answered this question that the organization of text and image based on the above theory in the posters in question has visual characteristics. Findings: Gestalt perceptual rules are widely used in the graphic design of these posters, and this shows that the designer's mind was automatically and unconsciously involved in these perceptual rules when creating his work. Also, the results show that the graphic designers of the sample posters have consciously or unconsciously used each of the organizing principles of Gestalt rules of visual perception in the design and composition of the visual elements of the poster (image and text). Conclusion: The results of this research show that the organization in of similarity. The law of proximity, the law of the principle of overlap, the law of the principle of continuity, the law of the principle of integration, the law of the principle of common destiny can be studied and evaluated, and by applying these principles, the process of visual perception is formed.  

References:

اتحاد محکم، سحر و همراهان. 1396. کاربرد قوانین گشتالت در طراحی بیلبوردهای تبلیغاتی  (نمونه موردی بیلبوردهای تجاری تهران 1394 )، مجله باغ نظر شماره 55،صص 71- 86

امینیان تهمتن، حربی پدرام: 1390، پوسترِ پوستر، تهران، نشر پویانما، 168 ص

افشار مهاجر، کامران، 1392، تحلیل آثارگرافیکی، تهران، انتشارات فاطمی، 88 ص

رضا زاده، طاهر. 1387.کاربرد نظریه‌ی گشتالت در هنر و طراحی، نشریه‌ی آینه‌ی خیال، شماره 9، صص 31- 37

رمضانی جاوید، روشن فکر مریم: 1391، چرا چگونه طراحی گرافیک با رویکرد گشتالتی، تهران، نشراشجع، 128ص

زارع، شیوا: 1394، اصول هنرهای گرافیک، یزد، انتشارات دانشگاه آزاد اسلامی یزد، 138ص

شکرشکن حسین و همراهان: 1393، مکتب‌های روانشناسی و نقد آن، تهران، نشرسمت، 537ص

شاپوریان، رضا: 1386، اصول کلی روانشناسی گشتالت، تهران، انتشارات رشد

غلامی رستم، نسیم؛ بمانیان؛ محمدرضا، انصاری، مجتبی. 1394.گشتالت در طراحی پلان باغ ایرانی، مجله جلوه‌ی هنر ، شماره‌ی 13، صص 63 - 72

مشکی، ساعد: 1385، طراحان گرافیک معاصر ایران مسعود نجابتی، تهران، انتشارات یساولی، 114ص

مولوی، مهرناز.1384.تحلیل فرمال فضای شهری و پایه‌های فلسفی آن، مجله هنرهای زیبا، شماره 21، ص27- 34

نیرومند، حسین: 1395، دستورالعمل‌های فیل آبی برای ایده یابی، تهران، نشر فرهنگسرای میردشتی، 108ص

نیرومند، حسین: 1392، مدیریت چشم مخاطب، تهران، نشر فرهنگسرای میردشتی، 108ص

نجابتی، مسعود: 1385، گزیدۀ آثارگرافیک مسعود نجابتی، تهران، نشرنظر، 96 ص