Mislead visual behaviour with Gestalt – the principle of similarity8.02.09

Gestalt theories are part of the tools behavioural experts use to predict the response of a user’s visual system to a computer screen.

Let’s now discover the first of seven principles in all: the principle of similarity. 

When two elements have a similar size and shape (and less similarity in colour or orientation), the brain will link them together when it is treating the visual data in the Netway Neuro-Visual Landscape.

In the Ethias screen all graphical elements are linked to a similar object. The brain will give a meaning to those 4 types of objects, instead of having to give a meaning to the 14 separate elements. 

On the AXA site, however, there are only 5 similar objects and 12 objects that aren’t linked to each other by their size or shape. The brain must give a meaning to 5 associations and 12 objects, what comes down to 17 meanings instead of the 4 meanings in the Ethias case. 

We can also prioritize the zones of the screen by applying the principle of similarity.

When I was making the Ethias screen, I made the green zones the most important, followed by the orange, blue and red zones. This choice was made in order to meet the business objectives and the tasks people would want to perform on an insurances site. 

This is but one of the seven principles an expert will take into account, on top of other state-of-the-art techniques, to build this type of result. 

Have an excellent week.