Induce visual behaviour using Gestalt – the principle of closure

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’.

Gestalt - Ethias vs Axa

Gestalt - Closure

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.

Gestlat - Closure

Have a good week!


  • Hi Marc —
    While I appreciate the thinking and principles upon which you base your design approach, I’m not sure I agree which your analysis of the examples displayed. When I view AXA I get the feeling of closure more so then when I view Ethics.

    I’m thinking it’s because the cartoon characters are outside of the square frames on the Ethics page and because the boxes in the lower section are each a different size and contain text outside of each box. I feel more unsettled when I review Ethics.

    I feel more certain of definitive connections when I look at AXA. There are several clearly defined boxes with well positioned artwork and content inside each. The small pieces of content around the outside of the page serves as a border to the page for me.

    Again, thanks for sharing your theory.


  • Hi Jill… Many thanks for your comment. I appreciate si much various point of view.

    Have a nice week.


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