theories
Law of Similarity
Apr 23,2009 Scott MitchellThe mind groups similar elements into collective entities or totalities. Similarity is determined based on attributes such as color, size, shape, orientation, typography and other decoration. In other words, things that look similar are treated as a group. Similarity may be based on one or more attribute depending on local or global context. Determination of similarity is dynamic. In other words, as the state of an object changes, so too can the calculus of its similarity with other objects.
Also Part of the Series
- Law of Continuity - April 23, 2009
- Law of Common Fate - April 23, 2009
- Law of Symmetry - April 23, 2009
- Law of Similarity (This post)
- Law of Proximity - April 23, 2009
- Gestalt Psychology and Laws of Perception - April 22, 2009
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There are a number of attributes that may be “similar” between two objects. Similarity in color may be exact or approximate depending on the context. For example, in one-color printing, designers may rely on varied % of color. In this context, even these minor differences may drive major differentiation.
Shape.
test
Size.
Elements of similar size will be perceived as beloging to the same
Orientation.
Elements of similar size will be perceived as beloging to the same
Typeface / Font.
Use of the same or different font
Decoration / Highlighting.
For example, in a collection of objects, several objects may be decorated with a similar outline color, style, drop-shadow, etc. This will be perceived as having meaning. A good example of decoration can be found in a browser. Hyperlinks are typically underlined and colored blue. Some sites decorate links with additional attributes and provide user feedback when hovering over the link.
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