Theory
The concept of visual hierarchy is based in Gestalt psychological theory, an early 20th century German theory that proposes that the human brain has innate organizing tendencies that “structure individual elements, shapes or forms into a coherent, organized whole.” The German word Gestalt translates into “form,” “pattern,” or “shape” in English. When an element in a visual field disconnects from the ‘whole’ created by the brain’s perceptual organization, it “stands out” to the viewer. The shapes that disconnect most severely from their surroundings stand out the most.
Read more about this topic: Visual Hierarchy
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“Freud was a hero. He descended to the “Underworld” and met there stark terrors. He carried with him his theory as a Medusa’s head which turned these terrors to stone.”
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