Law of contrast
Human beings have the ability to differentiate shapes, colors, sizes and/or other characteristics of objects that we frequently perceive. In fact, we have this ability incorporated in an involuntary way and we can ask ourselves questions like “how can we calculate the height of a building compared to others?”, “how do we differentiate the door of a room from others?”, “how can we calculate the height of one building compared to others?”. These are just a few examples that serve as a basis for thinking about the different particularities that the objects that are part of our world have. In this article we will provide you about What are Gestalt principles?
In this sense, there is a theoretical current dedicated to the study of this purpose.
What is the Gestalt law of contrast?
The theoretical principle that postulates the fact that perceived elements differ from each other through variables caused by factors such as size, length or colors, among others, is called the Gestalt law of contrast. From this, a contrast is produced between the figures and the background that are within the visual field.
In this sense, the law of contrast makes it possible to generate a visual impact through the interpretation that is carried out for each aspect recognized by the person.
Want to learn other Gestalt laws? come take a look at this article Law of similarity in Gestalt .
How to use the Gestalt law of contrast
In order for the Gestalt law of contrast to be applied to different areas around a person, a series of steps must be fulfilled to achieve an adequate perception of those stimuli that are present in reality. Below, we explain how to use the Gestalt law of contrast:
- Stimulus perception : first, the visual impact must be produced by detecting the perceived complete image.
- Selection and interpretation of objects : after having visualized the material, it is interpreted from a selection of objects. This is where the law of contrast comes into play, as the differences between them become noticeable through the analysis of the figures and the background.
It should be clarified that perception and interpretation will be directly conditioned by each person’s life experiences, as well as their social, political and cultural context. For this reason, it is possible to delimit and understand aspects of reality if you have prior information on a particular topic.
On the other hand, it is important to highlight the importance that this principle has in the area of advertising and product promotion . In this sense, it is possible to highlight certain products that are promoted from the establishment of a clear difference with the background of the image, taking into account that the human being is capable of perceiving and interpreting the figures and the background.
Examples of the Gestalt Law of Contrast
Below, we will show you some examples of the Gestalt law of contrast:
brand advertising
Certain advertising brands design logos that stand out and are characterized by their shapes, sizes, colors and background qualities. For example, the image of a beverage brand can be similar to a bottle by its outline.
In this way, it will be able to differentiate itself from a background that has another color so that this element stands out within the image. As a consequence, the person who sees this photograph will initially perceive this object and will soon place it within a context based on which there is also a background.
visual design
Another example could be pointing out two squares of different sizes and colors within the same image. The purpose of this will be for the person who makes eye contact with these elements to be able to place them, since the figures are the first elements that are perceived, as long as the steps taken according to the Gestalt law of contrast are taken into account.
However, it needs to have a background of other characteristics so that these objects can be highlighted in the same image. In general terms, the main world companies have an advanced knowledge of the ways of perceiving human beings and apply these conditions to their strategies.
