GESTALT PRINCIPLES FOR DATA VISUALIZATION

Data visualization is not just about transforming data into understandable and good-looking
charts. Every person who’s very good at something started somewhere that laid the foundation
of their expertise.
What’s the connection between these two ideas? Becoming good in data visualization requires
the acquisition of foundational knowledge. Understanding why certain data visualization
techniques work better than others has psychological roots. You may be aware of it or maybe
not, but every time you’re doing data viz, you definitely need to apply Gestalt Principles.
Gestalt means “unified whole” in English and is generally associated with the idea that the
whole is greater than the sum of its parts. It refers to the patterns that you perceive when
presented with a few graphical elements. The Gestalt Principles consist of several principles
that describe how the human brain sees visual information, namely – proximity, similarity,
continuity, closure, connection, and enclosure. People, especially designers who understand
these principles, can develop visuals that communicate information in the most effective ways.

PROXIMITY

The nearer the objects to each other, the more we logically think that these objects belong to
the same group. This is the simplest way to link data that you want to be seen together. All you
need is enough white space to separate groups from other data that surrounds them.
In dashboards, placing visuals closer together encourages the users to think that the grouped
visuals are in the same context. The way the objects are positioned in relation to each other can
also make the user unconsciously move their eyes from left to right and/or top to bottom.
SIMILARITY

Objects of the same color, size, shape and orientation belong to the same group, right? The
tendency of how we group things according to these factors or attributes are also part of Gestalt
Principles. We associate categorical variables to attributes such red color for loss, green color
for profit, triangles for cats, etc.
This principle works especially well as a means of identifying different datasets in a graph.
Even when data that we wish to link resides in separate locations on a dashboard, the principle
of similarity can be applied to establish that link. For example, using the color green to
represent revenue across various graphs. This technique can be useful for encouraging
comparisons of any data in various places, such as order count, order size, and order revenue.

ENCLOSURE

A group of objects can be enclosed by anything that forms a visual border around them (for
example a line or a common field of color). This enclosure causes the objects to appear to be
set apart in a region that is distinct from the rest of what we see.
This principle is exhibited frequently in the use of borders and fill colors or shading in tables
and graphs to group information and set it apart. Be aware that it does not take a strong
enclosure (e.g. bright, thick lines or dominant colors) to create a strong perception of grouping.

CLOSURE

Our eyes tend to add any missing pieces of a familiar shape. When faced with ambiguous
objects that seems to be incomplete, open, and in an unusual form, we naturally perceive it as
closed or as a whole. The principle of closure asserts that we perceive open structures as closed,
complete, and regular whenever there is a way that we can reasonably do so.
We can apply this tendency to perceive whole structures in dashboards, especially in the design
of graphs. For example, this principle explains why only two axes, rather than full enclosure,
are required on a graph to define the space in which the data appears, like in a bar chart with x
and y-axis values visible.

CONTINUITY
We perceive objects as belonging together, as part of a single whole, if they are aligned with
one another or appear to form a continuation of one another. It’s like the closure principle, but
besides the visual connection to form shape, we also attach visual direction as part of the
continuation.
In a dashboard, things that are aligned with one another appear to belong to the same group.
For example, in a pivoted table or matrix table, it is obvious which groups belong to the
subgroup when the hierarchy is expanded. We can see the groupings without the need for
vertical grid lines to delineate them, the distinct alignment alone makes the grouping
distinguish easily.
In the chart on the right below, the eyes follow a continuous path; it makes the whole chart
more readable because of the continuous downward direction.

Lesson: Align elements linearly to facilitate comparison of different items that are in a related
grouping.

CONNECTION

We perceive objects that are connected in some way, such as by a line, as part of the same
group. It supersedes other principles like proximity and similarity in terms of visual grouping
perception because putting a direct connection between objects is a strong factor in determining
the grouping of objects. Connection is only weaker when compared to enclosure.
The principle of connection is especially useful for tying together non-quantitative data, for
example, to represent relationships between steps in a process or between employees in an
organization.
To wrap it up, the real purpose behind Gestalt Principles is for us to really understand how we
perceive information. As we have seen, these principles are powerful and when applied
correctly and logically, can deliver the right and intended effect to our audience from our data
visualizations.
Gestalt in visualizations

Gestalt principles or laws are rules that describe how the human eye
perceives visual elements. These principles aim to show how
complex scenes can be reduced to more simple shapes. They also
aim to explain how the eyes perceive the shapes as a single, united
form rather than the separate simpler elements involved.

“Gestalt” refers to “shape” or “form” in German; the principles —

originally developed by Max Wertheimer (1880–1943), an Austro-
Hungarian-born psychologist. — were improved later by Wolfgang
Köhler (1929), Kurt Koffka (1935), and Wolfgang Metzger (1936).

Researchers have integrated all of these theories to show how people

unconsciously connect and link design elements. Here are some
examples of how they manifest in the work of data visualization-

Similarity

The human eye tends to build a relationship between similar elements

within a design. Similarity can be achieved using basic elements such
as shapes, colors, and size.
Otto Neurath’s Isotypes: https://in.pinterest.com/pin/558446422516061130/

Continuation

The human eye follows the paths, lines, and curves of the design, and
prefers to see a continuous flow of visual elements rather than
separated objects.
Charles Minard’s 1869 chart: https://en.wikipedia.org/wiki/File:Minard.png

Closure

The human eye prefers to see complete shapes. If the visual

elements are not complete, the user can perceive a complete shape
by filling in missing visual information.
Chasing Delicious by Russell van Kraayenbrg : https://www.saveur.com/article/siteswelove/Sites-We-
Love-Chasing-Delicious

Proximity

Simple shapes arranged together can create a more complex image.

Global Carbon Footprint Bubble chart: https://in.pinterest.com/pin/360569513909968838/?lp=true

Figure/Ground

The human eye isolates shapes from backgrounds.

https://www.nationalgeographic.com/animal-trade/#!
Symmetry and order

The design should be balanced and complete; otherwise, the user will
spend time and effort trying to perceive an overall picture.

https://www.brainpickings.org/2017/10/09/w-e-b-du-bois-diagrams/

Connectedness

Elements that are connected by uniform visual properties are

perceived as being more related than elements that are not
connected.
https://www.reforge.com/blog/disney-growth-map

Relative Size

Shapes can be perceived by their perceived size.