Gestalt principle
Gestalt principle of similarity
Learn how shared color, shape, size and style make interface elements feel related before users read them.
In one sentence
Elements that look alike are usually perceived as belonging together.
Why it matters
Visual similarity creates fast categories. When the same visual treatment means different things, users must stop and reinterpret the interface.
Applied example
Using the same shape and color for all filter chips tells users they share the same interaction role, while a contrasting primary action stays distinct.
What to remember
- Reuse visual treatment for the same role.
- Use differences to communicate meaningful distinctions.
- Do not create accidental categories with color or shape.
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