This chapter includes information about:
- The principle of figure-ground and negative space
- Applying Gestalt principles and balance in logo design
One of the most crucial elements of a successful logo design is making use of both positive and negative space, or figure and ground.
Figure-ground describes how our perception of images is shaped by the relationship between foreground and background. A classic example is a face-or-vase image:
Logos that effectively use negative space can add depth to the meaning of the image. Here are some examples that make use of both figure and ground:
A successful logo design will also make use of balance. This video illustrates how to think about visual balance.
The concepts of balance, figure & ground are also discussed in Gestalt Theory. They can be used to emphasize or deemphasize visual unity in your design.