Law of similarity

The law of similarity states that the human eye perceives objects that have a common visual characteristic (shape, color, size) as related. In other words, similar elements of design has a tendency to look related, even if they are separated.

Similarity can be based on different visual characteristic such as color, shape, size, and orientation. Designers stimulate users to make certain connections between interface elements, giving them the same or similar visual characteristics.




The law of similarity is one of the psychological principles of the gestalt laws of grouping. Gestalt principles are rules that describe how the human eye perceives visual elements. These principles explain how a person naturally perceives objects as a single form (or group), rather than as separate elements.

Tips & Tricks

  1. Help users focus on your design by grouping specific elements by color, shape, or size.
  2. Make sure that the links and navigation are visually different from the usual text (non-clickable) elements and are designed in the same style.
  3. Use color, font size and type, highlighting, etc. to separate and highlight content types before the user reads it. This will help you to control users' attention.
  4. Another way to apply the law of similarity is to violate it. Draw attention to an individual element by visually separating it from the rest of the page.
  5. Highlight headlines with a single style, font, and color. This will help the user in navigating the web page.


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