METAMORPHOSIS -- "DESIGN PSYCHOLOGY // Psychology in Design.

"The way things mean"

The design of everyday things in an around us, portrays design as an act of communication which initiates an understanding in the clientele with whom the designer is communicating.

"Good design is not something that looks good but works good, the inherent quality of good design comes from need recognition.Need recognition is an immediate by product of good thinking. Design Psychology is a process of deciphering the utility of the end product or service before conceptualization the prototype of the same.Thus begin the evolution in the mind of a good designer wherein he/ she can correctly determine the design fit of the product or the service and accurately matching requirement of the market it is catering to.

Psychologists are working on various design principles to understand the human behavior, their aspirations and analyse the need for right design. Here in this blog we shall discuss two such laws of design Psychology.

Gestalt psychology is the concept of unified whole. Gestalts also known as "Law of Pragnanz ". This law explains the whole is always greater than the sum of its parts. German psychologist explains that gestalts principles enhances visual perception where humans try to organise elements into groups or unified whole.

Similarity?? Continuity?? Figure or Ground-- artwork by Kanistha

Similarity when we perceive everything in a art board as one thing.

Continuation can be explained when the elements in design makes our eyes naturally move from one object to the other.

Closure works when human eyes wants to perceive a full shape by imagining its missing parts.

Proximity explains when objects are placed closely , eye perceives them as group rather than individual elements.

Figure and ground tells us the brain has a tendency to separate objects from their background.

Closure // Similarity // Proximity --artwork by Kanistha

HICK'S LAW - This law explains that more the humans are exposed to options, the longer time they take to decide.When the designer removes unnecessary choices , the value of the product or service increases and makes the product more effective.

Whims and fancies // Turbulence-- art work by Kanistha

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There are various such design principles which helps designers to create an aesthetically pleasing environment for the user.

Other effects like Von Restorff initiates the user to focus on a particular point which the designer is trying to draw their attention.we can also use the Von Restorff effect throughout your site pages to draw your users’ eyes to certain spots on a page.

Color psychology is all together a extensive branch which explains the loads of mysteries of interface and product design. I will be talking about all this principles in my upcoming articles.