Universal Principles of Design, Updated and Expanded Third Edition

171 Similarity

The brain automatically assumes elements that look alike are related.

Similarity, one of the Gestalt principles of perception, asserts that similar elements are perceived as a single group or chunk and are interpreted as being more related than dissimilar elements. For example, a simple matrix comprising alternating columns of dots and squares will be interpreted as a set of columns only, because the similar elements group together to form vertical lines.1

The grouping resulting from similarity reduces complexity and reinforces the relatedness of design elements. Conversely, a lack of similarity results in the perception of disparate chunks and reinforces differences among the elements. Similar elements are interpreted as being ...