【设计有数】平面设计中的格式塔原则,如何在设计中应用格式塔心理学?

各位亲爱的设计师们，众所周知，平面设计有CRAP四大原则，即亲密性、对齐、重复和对比。

（In the special topic of design and typesetting, we specially introduced the four principles of crap in Graphic Design -- intimacy, alignment, repetition and contrast）

除此之外，球球希望为大家带来一种更加全面、更加深入的平面视觉设计原则，即格式塔原则（Gestalt principle）

(On this basis, we will bring you a more comprehensive and in-depth visual design principle - Gestalt principle)

理解了格式塔原则就能更好地传达设计语言，创造更协调的设计系统，并突出视觉表现重点。

(Understanding the Gestalt principle can better convey the design language, create a more coordinated design system, and highlight the focus of visual performance.)

格式塔原则来源于格式塔心理学，格式塔心理学对后来的认知心理学和设计领域都产生了重大影响。

(Gestalt principle comes from Gestalt psychology, which has a great influence on later cognitive psychology and design field.)

格式塔心理学的含义

(Gestalt Psychology)

格式塔心理学（Gestalt）是起源于20世纪初的心理学流派之一，由马科斯·韦特墨（1880－1943）、沃尔夫冈·苛勒（1887－1967）和科特·考夫卡（1886－1941）三位德国心理学家在研究似动现象的基础上创立。

(Gestalt psychology is one of the schools of psychology originated in the early 20th century. It was founded by three German psychologists, Marcos wetmer (1880-1943), Wolfgang Kohler (1887-1967) and Kurt kaufka (1886-1941), on the basis of the study of kinesthetic phenomenon.)

Gestalt在德语中的意思就是“格式”、“样式”或者“认知实体”；“Gestaltung”意思是设计的过程或结果。

(Gestalt in German means "form", "style" or "cognitive entity"; Gestaltung means the process or result of design.)

这两个词都来源于同一个词根，表示将抽象的理念具体化，变成现实中能感知的实体。

(These two words are derived from the same root, which means to concretize the abstract idea into a perceptible entity in reality.)

格式塔心理学最重要的思想就是：整体大于部分，正如考夫卡所说：“整体高于所有部分总和（The whole is other than the sum of the parts.）”

格式塔理论是对当时心理学主流的结构主义和经验主义的反思，格式塔心理学很有中国哲学的味道，讲究天人合一。

（Gestalt theory is a reflection on the structuralism and empiricism of the mainstream psychology at that time. Gestalt psychology has the flavor of Chinese philosophy and stresses the unity of man and nature.）

禅宗的三境界很好地阐释了格式塔心理学：“見山是山，見山不是山，見山還是山。”

（The three realms of Zen well explain Gestalt Psychology: "seeing mountain is mountain, seeing mountain is not mountain, seeing mountain is mountain."）

格式塔理念是什么？

Gestalt concept

格式塔心理学有四大基本理念，并由此发展出了丰富的设计原则。

• 整体先于部分: 我们看事物是先看它的轮廓，并将其与我们已知的事物（轮廓）进行比对，耳熟能详的例子就是盲人摸象。（When we look at a thing, we first look at its outline, and then compare it with the known thing (outline). The familiar example is that the blind touch the elephant.）
  
  

• 视觉补全:我们看到熟悉的事物，就算只看到一角都能自动补全剩余部分。比如，“犹抱琵琶半遮面”，就算素未谋面，还遮住一半的脸，我们依然能“看见”这位美女。(When we see familiar things, even if we only see one corner, we can automatically complete the rest. For example, "you still hold the Pipa and cover half of your face." even if you never meet, you still cover half of your face. We can still "see" this beautiful woman.)
  
  

• 薛定谔视角: 当我们看到一些多重或者隐藏视觉效果的时候，我们只能看到一种效果。就像你永远不可能踏入同一条河流一样，你也永远看不到同时看到多重效果，所以我称之为薛定谔视角。比如，最近我看到网友说中国联通的logo不单单是个中国结，还有其他视觉含义，大家看得出来吗？警告看了就回不去了。(When we see multiple or hidden visual effects, we can only see one effect. Just as you can never step into the same river, you can never see multiple effects at the same time, so I call it the Schrodinger perspective. For example, recently I saw netizens say that the logo of China Unicom is not only a Chinese knot, but also has other visual meanings. Can you see that? I can't go back after reading the warning.)
  
  

• 视角转换（Invariance）:当我们看到熟悉的事物时，就算事物的视角不是我们最熟悉的，我们也能在脑海里自动切换到熟悉的视角上。比如，我们熟悉的人，我们看到背影都认得出来。我们从来没有专门记过熟人背影，但是我们还是能想到他的正面。(When we see familiar things, even if the perspective of things is not the most familiar, we can automatically switch to the familiar perspective in our mind. For example, we can recognize people we know when we see their backs. We have never specially recorded the back of an acquaintance, but we can still think of his positive side.)
  
  

本期为大家介绍了格式塔心理学和格式塔理论的基本理念，我们将从下期开始为大家带来格式塔原则在设计中的运用。

(This issue introduces the basic concepts of Gestalt psychology and Gestalt theory. We will bring you the application of Gestalt principles in design from the next issue.)