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Principle of Continuation

Comments (0) Gestalt Principles

When we see the shape of an element inclined in a particular direction, we tend to complete it.

We visually interpret and continue the direction of movement of an element, as being the one with the least visual friction. We do this whether the direction of movement of the element is implied, or whether it is initiated by the sweep of the element.

When faced with multiple elements, we are more likely to group the elements with similar directional changes together.

The sweeping arrow in the Amazon logo uses the Principle of Continuation to infer the A to Z of its services

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