Gestalt theories are a tool behavioural experts can use to predict how a user’s visual system will respond in front of a screen.
Today, let’s discover the fourth of a total of seven principles and talk about the law of closure.
A closed form will more easily be identified as a shape (or a form), in comparison with an open form.
The law of closure allows the brain to dispose of a visual frame (like the frame of a painting) that will allow the user to concentrate on the content at the centre of the frame.
This Gestalt law is closely linked to the first two laws that enable the construction of a strong ‘Netway Neuro-Visual Landscape’.
On the Ethias site, the green objects constitute a frame to the content and allow us to focus on the content in between the two green zones.
In general, an expert can use the law of closure freely: the superior block is in most cases located outside the comfort zone of the screen.
In order to activate the closure effect, our brains needs to rapidly perceive the contours of the frame. That means we need to work on the zones using the Gestalt laws and strengthen the visualization of the frame.
In the case of AXA, the law of closure has not been applied. This leads to an ocular behaviour that doesn’t lead the eye to the centre of the interface.
Have a good week!