When objects share similar visual characteristics, our brains naturally perceive them as related, more organized, and harmonious within a design. This innate tendency to group similar items helps us quickly and efficiently interpret complex visual environments.

Items which share a visual characteristic are perceived as more related than items that are dissimilar. Elements sharing visual attributes such as shape, color, size, or texture are seen as part of the same group.
– Gestalt Principle

How the Similarity Principle Works

This principle leverages our brain’s ability to recognize patterns and categorize elements based on shared characteristics. When we encounter objects with similar features, our brain instinctively groups them together, making it easier to process and understand the information.

For Example., consider a tract housing development. The houses in these neighborhoods often share similar architectural styles, colors, and layouts.

Rows of similar-looking houses in a tract housing development, highlighting uniformity in architectural design and color.
An example of tract housing showcasing uniform architectural styles and colors, illustrating the Similarity Principle in urban design.

This uniformity allows our brains to perceive the entire development as a cohesive and organized whole, demonstrating how the Similarity Principle operates in real-world scenarios.

Good to Know

To achieve strong similarity in design, consistently apply visual attributes to elements that are intended to be perceived as related.

How Similarity is Achieved in Visual Design

Here are several ways to achieve similarity in design:

1. Color

Image showing two columns of dots: the left column has groups of dots with the same shape and color, while the right column has groups with the same shapes but different colors.
The left column shows dots with the same shape and color, forming one group. The right column displays dots with the same shapes but different colors, illustrating how color variation affects grouping.

Color plays a pivotal role in visual design, not only enhancing aesthetic appeal but also serving as a crucial tool for organizing and differentiating elements. According to the Similarity Principle of Gestalt psychology, elements that share visual traits such as color are perceived as related or belonging to the same group. By using color effectively, designers can guide users’ perception, highlight important information, and create a more intuitive user experience.

Colors – Group Sections in SPA Website

In a Single Page Application, all content is loaded on a single webpage, and different sections are often shown or hidden based on user interactions. Using color to differentiate these sections helps users quickly identify and navigate to different parts of the application.

SPA website with blue and white color schemes grouping different sections: the hero section, about section, portfolio section, and contact section.
An example of an SPA website using color similarity: The hero, about, portfolio, and contact sections are grouped and differentiated using blue and white color schemes.

Sections with similar purposes or content can share the same color scheme, helping users understand that these sections are related. For example, all sections related to user profile settings might use a specific shade of blue.

2. Shape

The Shape Similarity Principle posits that when objects share similar shapes, our brains instinctively group them together. This natural tendency helps us process and understand visual information quickly and efficiently.

In design, leveraging shape similarity can enhance user experience (UX) by creating a cohesive and intuitive visual structure.

Image showing two columns: the left column filled with uniform dots, and the right column containing dots and triangles arranged to form a square shape, illustrating the Shape Similarity Principle.
The left column features uniform dots, forming one whole group. The right column introduces triangles among the dots, forming an overall square shape and demonstrating how varying shapes can enhance visual organization.

Understanding the Shape Similarity Principle

Left Column - Uniformity and Grouping

In the left column, the consistency of shape—dots—creates a straightforward example of shape similarity. Because all the elements are dots, they are perceived as a single, cohesive group. Our brains quickly group these elements together based on their shared shape, leading to an easily recognizable pattern.

Right Column - Introduction of New Shape

The right column introduces triangles among the dots. The triangles are strategically placed to create the illusion of a square shape within the sea of dots. Despite the addition of a new shape (triangles), the overall effect is a visual organization where the square shape becomes the focal point. This illustrates how introducing a new shape can alter our perception of grouping.

  1. Shape Recognition: The brain recognizes the triangles and perceives them as part of a larger, organized pattern. The combination of dots and triangles creates a complex visual structure, where the triangles form a distinct, recognizable shape (the square) within the dots.

  2. Visual Hierarchy: By incorporating triangles, the design introduces a new layer of visual hierarchy. The square shape created by the triangles draws attention and provides a point of reference within the group of dots, enhancing the visual organization.

How Shape Similarity Used in Web Design

The consistent use of shapes in the product grid ensures a smooth browsing experience, while the strategic merging of cells for advertisements effectively captures user attention.

  • Forever 21 – Product page

    Products are displayed in a grid layout, with each item presented in uniform rectangular frames. Additionally, the top of the page features five categories represented by circular icons. These circles stand out due to their distinct shape, drawing the user’s attention and visually grouping these categories as a related set.

    Forever 21 product page. Products are displayed in a uniform grid layout, while the top categories are highlighted using circular icons, demonstrating the Gestalt principle of shape similarity.
    Categories at the top are represented in a circular icon -- showing clear separation from product list. These circular icons are visually grouped together by shape similarity principle which shows similarity in design.

This strategic use of shape similarity enhances the overall usability and aesthetic appeal of the page, making it easier for users to find and interact with the content.

3. Size

As humans, we naturally perceive and interpret the sizes of objects in visual design as a way to understand and organize information. This innate ability allows us to quickly distinguish between elements based on their size, helping to establish a visual hierarchy and convey importance.

A grid of dots with the second row featuring larger dots compared to the other rows, illustrating the importance of size in visual hierarchy.
An illustration demonstrating the Gestalt principle of similarity through size. The second row's larger dots stand out, indicating their importance and drawing the viewer's attention.

This image showcases a grid pattern where the dots in the second row are significantly larger than those in the other rows. This variation in size illustrates the Gestalt principle of similarity, which states that elements perceived as similar are grouped together in our minds. The larger dots in the second row immediately draw attention, highlighting their importance and making them the focal point of the image.

This visual technique is frequently used in web design and advertising to create a clear visual hierarchy. By varying the sizes of elements, designers can guide users’ attention to the most critical information, ensuring that primary messages are noticed first. This principle helps in organizing content effectively and enhancing user experience by making navigation intuitive and visually engaging.

Effective Scenarios for Applying Size Similarity

  • E-commerce Sites Highlighting Products with Size Similarity

    In this screenshot of an Etsy product listing grid, larger squares are used to highlight marquee products within a category. This design choice effectively employs the size similarity principle, drawing immediate attention to these featured items. By making the marquee products larger, Etsy ensures they stand out among other listings, guiding users’ focus to these key products first.

    Screenshot of an Etsy product listing grid, with larger squares highlighting marquee products among other smaller product listings.
    Etsy.com
    Screenshot of an juxtapoz product listing grid, with larger squares highlighting their product subscription.
    juxtapoz.com

    This technique not only enhances the visual hierarchy but also improves the overall user experience by making it easier for shoppers to identify popular or promoted items quickly. This method is commonly used in e-commerce platforms to emphasize important products, offers, or categories, subscriptions thereby increasing the likelihood of user engagement and conversion.

4. Texture and Pattern

Texture and pattern are powerful tools for creating visual unity and hierarchy in design. Applying the same texture or pattern to multiple elements, designers can effectively group items and guide the viewer’s eye. This approach is particularly vital in web design, graphic design and print media where a cohesive aesthetic is essential.

image showcasing textures and patterns, illustrating different tactile sensations like roughness, smoothness, and depth, as well as repeated motifs and geometric shapes.
An example of texture and pattern in visual design.

What is Texture And Pattern in Visual Design

  • Texture. is the perceived surface quality of an element, whether physical or implied.
    In visual design, texture primarily establishes a visual tone by simulating tactile sensations such as roughness, smoothness, or surface depth through visual cues.

  • Pattern. in visual design is the repetition of elements, or shapes to create a visual structure or arrangement. It’s a fundamental building block in design, providing rhythm, order, and visual interest. Patterns can be geometric, organic, or abstract, and can be used to create a variety of effects, from subtle texture to bold statements.

Example of Texture Backgrounds in Design

  • Creating a Visually Engaging Menu Card Experience. Mony’s restaurant site masterfully uses textures of capsicum, chili, taco shells, and lemon throughout its design, creating a rich and immersive experience for visitors. This thoughtful use of texture transforms the digital interface into a visually engaging and tactile experience, akin to holding a physical menu card in a restaurant.

    An image of the Mony's restaurant website showcasing its menu items, utilizing textures of capsicum, chili, taco shells, and lemon to create a tactile, physical menu card feel.
    The restaurant website (monyssb.com) uses vibrant textures of capsicum, chili, taco shells, and lemon to create an engaging, tactile experience that mimics a physical menu card.

    By integrating these textures, the web design has successfully bridges the gap between digital and physical experiences. This approach not only enhances user engagement but also strengthens the connection between the brand and its customers, making the website a true extension of the restaurant’s physical presence.

  • Using Video Backgrounds for Textural Depth. In modern web design, video backgrounds are becoming a popular way to add depth and engagement to websites.
    A compelling example is the website of a web agency that showcases its portfolio. This website employs video playback as a storytelling texture in most sections, creating a uniform and immersive experience for users.

    An image of a web agency's portfolio website using video playback as a storytelling background, creating a uniform and immersive experience for users
    The web agency's portfolio website uses video playback as a storytelling texture, enhancing mood and tone while demonstrating uniformity and similarity in design.

    The use of video backgrounds enhances the mood and tone of the site, bringing the agency’s projects to life and providing a dynamic visual narrative. The consistent application of video backgrounds throughout the website illustrates the Gestalt principle of similarity, making the design cohesive and visually appealing. This approach not only captivates visitors but also effectively communicates the agency’s creativity and expertise.

Example of Patterns in Design

In web design, patterns can be used to create a cohesive and visually appealing experience. A notable example is the portfolio website of a web designer who showcases her work using illustrations. Throughout the site, these illustrations serve as a consistent pattern, reinforcing the similarity in design and creating a unified visual theme.

web designer's portfolio website showcasing her work, featuring consistent use of illustrations as a design pattern throughout the site.
The web designer's portfolio website uses illustrations as a design pattern throughout the site.

This pattern of illustrations enhances the overall user experience by making the site more engaging and memorable. Visitors can easily recognize the designer’s distinct visual language, which sets her apart from others in the industry. The consistent use of these drawings throughout the website creates a harmonious and professional appearance, showcasing her work in the best possible light.

5. Typography

In visual design, typography is more than just choosing a font; it is about creating a cohesive and readable structure that guides the reader through the content. For instance, all headings might use the same font style and weight, signaling their importance and making them stand out from the body text. This uniformity ensures that users can easily recognize headings and contributes to a seamless and intuitive user experience.

The Psychological Impact

Typography isn’t just about aesthetics; it influences how we perceive information. A well-chosen typeface can evoke emotions, convey tone, and enhance credibility. Consistent typography reinforces the overall message and brand identity, creating a cohesive and memorable experience.

Beyond Consistency: The Art of Variation

Typography can offer a rich palette of variations to explore:

  • Font Families: Utilize different weights and styles within the same font family to create visual interest without disrupting the overall harmony.
  • Size Matters: Strategic adjustments in font size can emphasize or de-emphasize text, creating a visual hierarchy that supports the content.
  • Letter Spacing (Tracking): Fine-tuning the space between letters can impact readability and aesthetic appeal.
  • Line Spacing (Leading): Adjusting the vertical space between lines improves readability and enhances the overall appearance.

Masterful Typography Choices used in Blogging Platform

Medium.com effectively uses typography, which is both device-responsive and aesthetically pleasing.

The site utilizes a font-family stack that includes sohne, Helvetica Neue, Helvetica, Arial, and sans-serif. This ensures that the typography is both versatile and reliable across different devices and browsers.

A screenshot of Medium.com displaying responsive font sizes and the use of font-family, with font-weight 700 for blog titles and 600 for sub-headings.
Medium.com demonstrating device-responsive font sizes and a consistent font-family with font-weight.

The site providing a font-weight of 700 for a bold and striking appearance that immediately grabs the reader’s attention. Sub-headings are assigned a font-weight of 600, creating a clear but less dominant hierarchy compared to the main titles.

This careful differentiation in font weights helps in structuring the content, making it easy for readers to navigate through the text and understand the hierarchy of information.

Inconsistent Font Styles Create Chaotic Web Design

This image illustrates the typography issues on DrudgeReport.com, where the inconsistent use of font sizes and styles creates a chaotic and visually overwhelming experience.

The lack of a clear typographic hierarchy makes it difficult for users to differentiate between primary and secondary information. This inconsistency results in a cluttered appearance, which can be frustrating and confusing for visitors trying to navigate the site.

A screenshot of DrudgeReport.com displaying inconsistent font sizes and styles, resulting in a cluttered and overwhelming appearance.
DrudgeReport.com exhibiting inconsistent font sizes and styles, leading to a cluttered and overwhelming user experience.

The image highlights how the misuse of typography can negatively impact the user experience, emphasizing the importance of maintaining consistent font sizes, styles, and weights to create a coherent and user-friendly interface.

The Broader Spectrum of Similarity in Web Design

The Gestalt principle of similarity extends beyond the commonly recognized attributes of color, size, shape, texture, pattern, and typography. It encompasses a vast array of visual elements, including alignment, positioning, imagery, accent colors, and more. These seemingly disparate components collectively contribute to a design’s overall coherence and visual harmony.

By maintaining consistency across these visual elements, designers craft intuitive and pleasing interfaces. Whether it’s the precise alignment of elements, the strategic placement of imagery, or the judicious use of accent colors, each decision reinforces the design’s underlying structure and guides the user’s experience.