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When designing a website, there’s a delicate balance between aesthetics and performance. A great design is about guiding users, building trust, and making every interaction feel intuitive… And this is where Gestalt principles of design come in.
Rooted in psychology, Gestalt theory explains how people perceive and interpret visual information. It’s one of the most powerful frameworks web and UX (user experience) designers use to create websites that feel “right”; where layouts, images, and content naturally make sense.
At KIJO, our designers rely on these timeless principles to make digital experiences look good and perform brilliantly. The Gestalt theory explains how people naturally perceive and organise visual information, helping designers build websites that guide users effortlessly and encourage engagement.
In this article, we’ll explore the Gestalt principles, how they apply to web design and UX (user experience), and real-world examples that show how small visual decisions can completely transform user experience.
Related Read: Master UX Best Practices: 16 Proven Tips for Exceptional Website Design
The word “Gestalt” comes from German and translates roughly to “form,” “shape,” or “whole.” In design and psychology, it refers to the idea that we perceive visual elements as complete structures rather than as separate parts. It’s how humans interpret reality!
The Gestalt Principles of Design stem from Gestalt psychology, a school of thought developed in 1920s Germany. Gestalt theory was developed by psychologists Max Wertheimer, Kurt Koffka, and Wolfgang Köhler. Their key insight?
The whole is greater than the sum of its parts.
In design and marketing, this means that layout, spacing, and visual hierarchy influence how users understand and emotionally connect with your brand. In the context of UX and web design, Gestalt helps us understand how people naturally organise and interpret what they see on a screen. Therefore, a well-designed website should be instinctively natural to navigate because it mirrors the way our brains process visuals.
Gestalt theory helps create interfaces that are intuitive, trustworthy and visually balanced.
Related Read: The Golden Ratio in Website Design
Gestalt principles describe how we perceive and connect visual elements. When applied to websites, these principles help designers control attention, hierarchy and flow:
Whilst there are several Gestalt principles used in design, five are considered the core foundations that most others build upon:
Understanding these five principles allows designers to create interfaces that feel natural, balanced, and engaging because they mirror how people instinctively see the world. Let’s explore them all in more detail…
Below are the core Gestalt principles of design used by modern UX and web designers.
Elements that are close together are perceived as related. Designers use this to create visual groupings. For example, aligning related navigation links or grouping form fields.
On your website, this helps users process information quickly without needing labels or borders. It’s why a product name, image and “Add to Cart” button always appear together!
Our brains love to complete unfinished images. The Gestalt Principle of Closure uses this instinct to create intrigue and visual satisfaction.
The WWF panda logo isn’t a complete shape. And yet, our brains fill in the gaps instantly!
Web designers apply this principle to suggest continuation: partial images fading off-screen hint there’s more content below, encouraging users to scroll.
At KIJO, we used this approach for EAST STUFF, subtly guiding users to explore further without explicit instructions by showing a particle image fading off the edge of the user’s screen.
We naturally group elements that share visual traits such as colour, shape or size. This makes the Gestalt Principle of Similarity perfect for organising information on a page.
Example: Consistent button styles or icons across service categories signal connection, whilst a standout colour on your primary CTA draws attention.
Consistency creates trust. A site where typography, colour, and icons align feels more professional, and that perception can make or break conversion rates.
The human eye follows the smoothest path it can find; this is the principle of Continuity. Designers use this to guide user journeys intuitively across a webpage.
Example: eCommerce sites display product cards in horizontal sliders, allowing the eye to move naturally along the row. In landing pages, curved visual lines or angled elements can subtly direct attention toward CTAs or sign-up forms.
Continuity transforms scrolling into a seamless experience rather than a chore.
Also known as visual perception, this principle describes how we distinguish a focal object (the “figure”) from its background (the “ground”).
Our brains instinctively decide what’s most important in a visual scene. This is often based on size, colour or contrast.
Example: Overlaying a bold CTA button on top of a full-bleed image automatically draws focus to the button, not the photo.
This principle is perfectly illustrated in ‘Rubin’s Vase’, developed in 1915 by Danish psychologist Edgar Rubin. This is the famous optical illusion that can appear as either two faces or a vase depending on what your brain identifies as the foreground.
Gestalt theory also includes a set of Perceptual Organisation Principles – smaller, specific rules that explain how people group visual elements together.
Elements connected visually (for example, with lines or arrows) are perceived as related. This can clarify relationships between icons, text or processes.
Grouping content within the same box or card makes it clear those elements belong together. This is a staple in modern modular web design.
When objects move in the same direction (like parallax scrolling, where the website’s background moves at a slower pace than its foreground when the user scrolls), we perceive them as connected. It’s why subtle motion in hero sections feels cohesive rather than distracting.
Parallel lines or aligned elements signal unity. Using columns or rows creates harmony and professionalism.
Every page needs a standout visual element. Contrasting colour, size or whitespace can highlight CTAs, key messages or products.
Symmetry creates balance and calm; qualities users subconsciously associate with professionalism and trust.
Three-column layouts, like those used by popular, high-end brand Aesop, are great examples of symmetry in action. Notice how the products are also all of a similar size, and look symmetrically aligned. This communicates order and refinement, and this is ideal for businesses that want to project authority and composure.
Modern web design is a blend of art and psychology. By incorporating the Gestalt principles of design, you’re improving how good your website looks as well as improving how users think and feel as they interact with it.
At KIJO, we believe that effective UX isn’t just about clicks or conversion paths. It’s about understanding how the human brain processes visuals and designing digital experiences that feel instinctively “right.”
So, next time you review your brand’s website, ask:
If the answer’s yes, you may already be applying the Gestalt principles, whether you realise it or not!
From proximity to symmetry, the Gestalt principles of design remind us that humans don’t just simply see. We perceive. Great web design aligns with that natural perception to create balance, clarity and emotional connection.
If you’d like your brand’s website to not only look stunning but work beautifully too, our design team at KIJO can help you apply these principles to build intuitive, conversion-focused digital experiences. Why not contact us today?
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