They give us a continuation of a variety of listed items that may be of interest to us based on our last purchase. When we make a purchase, the site shares with us other items that may be of interest to us. We even see continuity in everyday ads featured within Amazon. But our mind still processes the continuation of the lines even through the apparent line breaks. This can also be used as an example of proximity, but for reference to continuity, it appears as though all of the lines within the logo are broken apart they are. Another popularly used example of continuity is the IBM logo. The C from “Cola” carries through the loop of the L in “Cola” and our eyes are still able to process that it reads “Cola” even though it appears as if it is broken up. The Coca-Cola logo for example is a commonly used example of the Law of Continuity. Think of it in terms of the continuation of something, our eyes follow the pattern even if something may appear to be broken up. Set side-by-side, we read the steps from left to right or labeled one, two, three. Take a simple three-step tutorial for example. The Principle of Continuity is seen all throughout daily life and you might not even realize it. According to the Principle of Continuity, our eyes form the sub-whole of AXB along the top line of the T rather than AXC or BXC. Or a curved T shape with the labels shown AXBC. For example, the image of a plus sign is perceived as two crossing lines rather than four lines meeting at a center point. Our brain tells our eyes to perceive things as continuous figures rather than being broken up into several smaller figures. Psychologically speaking, our brains prefer to follow a smooth path and interpret things as a connected whole rather than a disconnected unit. The Continuity Principle explains how our eyes are constantly searching for continuous patterns to follow. “Oriented units of groups tend to be integrated into perceptual wholes if they are aligned with each other” (Todorovic). The Gestalt Principle of Continuity is described as a grouping method. ![]() The seven principles of Gestalt are Figure-Ground, Similarity, Proximity, Common Region, Continuity, Closure, and Focal Point. The principles mainly apply to vision but there are also such examples that take the form of auditory and somatosensory perceptions. Todorovic explains that these principles formulate regularities according to which the perceptual input is organized. Dejan Todorovic explains that Gestalt Principles are rules of organization of perceptual scenes, such as things in daily life or even within advertising. The word is derived of the German language and is interpreted to mean “pattern” or “configuration.” Prof. ![]() The work of Gestaltism was developed by Kurt Koffka, Wolfgang Köhler, and Max Wertheimer. Gestalt Psychology is a school of psychology that began in Austria and Germany in the early 20 th Century.
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