Gestalt laws: what they are, the list and examples in design and advertising
Proximity, similarity, closure and the other laws designers use so a message is understood at a glance
The Gestalt laws are the principles that explain how the brain organizes what we see. It groups elements, completes shapes and separates the figure from the background before we even think about it.
That is why the Gestalt laws are used in graphic design, advertising, websites and emails.
If you have ever seen an “incomplete” logo and your mind closed it on its own, you have already experienced one of them.
What are the Gestalt laws?
“Gestalt” is a German word that means “form” or “configuration”. Gestalt psychology was born in Germany in the early 20th century with Max Wertheimer, Wolfgang Köhler and Kurt Koffka.
Its central idea is that we perceive wholes, not separate pieces.
Koffka summed it up like this: the whole is other than the sum of its parts. It is often quoted as “the whole is greater than the sum of its parts”, although the original phrase did not say “greater”.
In 1923, Wertheimer described the principles we use to group what we see. Later researchers added others, such as common region. That is why there is no fixed list: depending on the source, between 6 and 12 Gestalt laws are cited.
What Gestalt laws are there?
These are the ten most cited, with an example of each:
| Law | What it says | Example |
|---|---|---|
| Proximity | Things that are close together are perceived as a group | An image with its text and its button below it |
| Similarity | Things that look alike (color, shape, size) are grouped together | All the buttons on a website in the same style |
| Closure | The mind completes incomplete shapes | A logo made of lines that don’t touch |
| Continuity | We follow lines and curves in the same direction | An arrow or a gaze that leads to the button |
| Figure and ground | We separate what stands out from what sits behind it | A colored button on a white background |
| Symmetry | Symmetrical things are seen as a stable unit | A centered single-column design |
| Common fate | Things that move in the same direction are grouped together | Icons that appear together in an animation |
| Prägnanz or good form | We prefer the simplest possible shape | Flat icons instead of detailed drawings |
| Common region | Things inside the same frame belong together | A block with a gray background for a notice |
| Experience | We interpret things based on what we already know | The envelope icon for email |
Law of proximity
It is the most widely used of the Gestalt laws in design. If two elements are close together, the brain assumes they are related. If you separate them, it understands they are different things.
Law of similarity
We group things that share color, shape, size or typeface. That is why the links on a website usually all have the same color: that way you know which ones you can click.
Law of closure
When part of a figure is missing, the mind completes it. Many logos use negative space to draw a second shape that only appears when you look twice.
Law of continuity
The eye follows the smoothest path. A line, an arrow or the direction of someone’s gaze in a photo guide the reader where you want.
Law of figure and ground
We always separate a main element from the background. The greater the contrast, the clearer the figure. It is the foundation of a good call to action.
Law of common fate
If several elements move together or point in the same direction, we see them as a group. It is used in animations, drop-down menus and GIFs.
Law of Prägnanz
It is also called the law of good form. When faced with several interpretations, the brain chooses the simplest and most orderly one. That is why a clean design is understood faster.
Examples of the Gestalt laws in advertising and logos
Advertising uses the Gestalt laws so that an ad is understood in less than a second. Some common uses:
- Closure in logos: incomplete shapes that the eye finishes, very common in brands that want to look light and modern.
- Figure and ground: a second drawing hidden in the space between letters, which makes the logo more memorable.
- Continuity: posters where the model’s gaze points to the product or the slogan.
- Similarity: campaigns with the same color palette across all media, which strengthens branding.
They are visual marketing techniques: the audience doesn’t notice them, but they make the message get across with less effort.
Design emails that are understood at a glance
Drag-and-drop editor, ready-made templates and mobile-friendly design, in Mailrelay’s free account. No credit card required.
How to apply the Gestalt laws in your emails
People look at an email for a few seconds. The Gestalt laws help the reader understand, in that time, what you are offering and where to click.
Proximity: group each idea.
Put a product’s image, its description and its button together, and leave more space between one product and the next.
White space separates without the need for lines.
Similarity: a single button style.
If all the buttons have the same color and shape, the reader recognizes them instantly. Use a different style only for a secondary link.
Figure and ground: make the button stand out.
The CTA should have the highest contrast in the email. If everything is eye-catching, nothing stands out.
Common region: blocks with a background.
A colored box for a discount or a notice sets it apart from the rest. It is the foundation of modular email design.
Continuity: guide the reading.
Place the blocks in a single column, from top to bottom, and end each block with its button. It works better on mobile and respects the email structure.
Prägnanz: less is more.
One typeface, two or three colors and few images. A simple email is understood faster and looks better in a responsive design.
And in your landing pages and forms
The same Gestalt laws work for a landing page.
Group each field with its label (proximity), give the submit button the highest contrast (figure and ground) and remove anything that distracts from the goal. A short, well-organized subscription form converts better.
Common mistakes when applying Gestalt
- Separating things that belong together: a button far from its text looks like it belongs to another block.
- Giving everything the same weight: without contrast there is no figure, and the reader doesn’t know where to look.
- Mixing styles: three types of buttons make people unsure which one is the important one.
The best way to check is to measure. An A/B test between two designs tells you which one gets more clicks.
How Mailrelay helps you
With Mailrelay’s drag-and-drop editor, you can apply the Gestalt laws without knowing design. You build the email in blocks, adjust spacing and colors, and everything adapts to mobile.
You get ready-made email templates, a landing page creator and A/B tests to compare designs.
It is all included in the free account, with 80,000 emails a month and 20,000 contacts, and human support on every plan.
Put your designs to the test with A/B tests
Compare two versions of your email and keep the one that gets more clicks. 80,000 emails a month for free, with human support on every plan.
Frequently asked questions about the Gestalt laws
These are the most searched questions about the Gestalt laws.
What is the Gestalt law?
It is each of the principles that describe how we group and organize what we see. For example, the law of proximity says that things that are close together are perceived as a group.
How many Gestalt laws are there?
There is no official number. The most cited are proximity, similarity, closure, continuity, figure and ground, symmetry, common fate and Prägnanz. Some lists reach 12 by adding common region, experience and others.
What is the law of common fate?
It says that elements that move at the same time or in the same direction are perceived as a group. For example, a flock of birds or several icons that appear together in an animation.
What is the law of proximity?
It is the law according to which elements close to each other are perceived as a whole. In design, it is used to group each image with its text and to separate blocks with space.
How are the Gestalt laws used in advertising?
So that an ad is understood at a glance. Closure and figure and ground create memorable logos, continuity guides the eye to the product and similarity unifies a campaign.