Gestalt grouping

Elements that are close, similar or enclosed together are seen as belonging together.

Attention and perception Applies sitewide
Where it applies

Four of the eight page areas.

HomepageNot typical CategoryAlso applies SearchNot typical ProductAlso applies CartNot typical CheckoutAlso applies Post-purchaseNot typical

It also applies sitewide, on every page. See everything at work on every page

How to use it

Six ways to put it to work.

  • Group the price, variant selector and call to action together.
  • Put each label close to its own field.
  • Split long forms into related groups.
  • Use consistent product cards.
  • Enclose related items with a border or background.
  • Leave more space between sections than within them.
What the research found

Well established in perception. Evidence that it changes sales is indirect.

An enclosing region can override proximity and similarity.

Grouping by proximity, similarity and common region is among the best established findings in perception, reviewed by Wagemans and colleagues. Palmer found that an enclosing region can override proximity and similarity. Evidence that it changes sales is indirect: the web guidance is expert practice, not controlled trials.

Key research

Four sources, each checked.

Last reviewed

Wertheimer (1923) Untersuchungen zur Lehre von der Gestalt. II Psychologische Forschung Read the source Palmer (1992) Common region: A new principle of perceptual grouping Cognitive Psychology Read the source Wagemans, Elder, Kubovy, Palmer, Peterson, Singh & von der Heydt (2012) A century of Gestalt psychology in visual perception: I. Perceptual grouping and figure-ground organization Psychological Bulletin Read the source Harley (2020)Industry Proximity Principle in Visual Design Nielsen Norman Group Read the source