Logo is a visual language and a meaningful form. Its purpose is to convey information quickly and accurately and to establish a visual image for enterprises. If you want to attract public attention, logo design must be distinctive, complete information, strong visual impact, can stimulate the imagination of consumers.

　　格式塔心理学的原理是感知的组织，组织的过程是将一些要素统一在一起，我们可以感知到完整的单位，这不仅是组织过程的结果，而且是要素之间的相互关系，从而产生格式塔的整体性。

　　The principle of Gestalt Psychology is perceptual organization. The process of organization is to unite some elements. We can perceive the whole unit. This is not only the result of the organizational process, but also the relationship between the elements, so as to produce the integrity of Gestalt.

　　格式塔原理告诉我们,视觉图像首先被视为一个统一的整体,然后在一些认知的形式,也就是说,我们看到整个,然后看到整体的各个部分的构成,是一个常数的过程组织、简化、统一,正是通过这一过程,可以产生很容易理解,整体的协调。

　　Gestalt principle tells us that visual images are first regarded as a unified whole, and then in some cognitive forms, that is to say, we can see the whole first, and then see the composition of all parts of the whole, which is a constant process of organization, simplification and unification. It is through this process that we can produce an easily understandable whole. Coordination.

　　要想设计出一个优秀的logo，应该从视觉心理学的角度，将图形元素进行组织，创造出一个富有情感和表现力的logo作品。

　　In order to design a good logo, we should organize graphic elements from the perspective of visual psychology and create a logo work full of emotion and expression.

　　首先,背景分化

　　First, background differentiation

　　这是格式塔基本的原则，也就是说，每一种知觉都构成一个在背景中突出的形象。图形和背景的区别取决于图形和背景这两部分的大小、形状或位置。在其他条件相同的情况下，较大且稳定的图形容易成为基数，较小且较封闭的简单图形则容易被视为图形。

　　This is the most basic principle of Gestalt, that is to say, every kind of perception constitutes a prominent image in the background. The difference between a figure and a background depends on the size, shape or location of the two parts. Under the same other conditions, larger and stable graphics are easy to become cardinality, while smaller and more closed simple graphics are easy to be regarded as graphics.

　　但一般来说，背景与图形是可以相互转化的，尤其是在标志图形的背景与图形的相互转化中，语义双关，并能达到一种奇特的视觉效果。

　　Generally speaking, background and graphics can be transformed into each other, especially in the transformation of background and graphics of logo graphics, semantic pun can achieve a peculiar visual effect.

　　第二,底部转换

　　Second, bottom conversion

　　图是图,背景是指底部,在许多情况下低于和底部不是静态的,但变化和人类视觉焦点转换的图的底部,符号是更简单,更能增加很多乐趣,和底部可以使独立意识,总的来说,都具有相同的视觉刺激和信息内容作为人类视觉之间的相互转换,相互隐瞒,使标识传达小的空间更丰富的信息。

　　Graph refers to the bottom, which in many cases is lower than the bottom and is not static, but changes and human visual focus conversion of the bottom of the graph, symbols are simpler, more fun, and the bottom can make independent consciousness, in general, have the same visual stimulus and information content as the human visual interaction. Change, conceal each other, so that the logo conveys the smallest space and richer information.

　　第三,共生

　　Third, symbiosis

　　共生是指从生物学中借用的概念，指图形的相互借用和共生关系。共生的设计原则符合视觉的特点，利用视觉的可调节功能使事物相辅相成，表现出图形的艺术魅力和视觉满足。

　　Symbiosis refers to the concept borrowed from biology, referring to the mutual borrowing and symbiotic relationship of graphics. The design principle of symbiosis conforms to the characteristics of vision. It makes use of the adjustable function of vision to make things complement each other and show the artistic charm and visual satisfaction of graphics.

　　视觉心理学的研究证明,当人们的视觉固定在某件事上,周围事物的知觉和注意将从视觉心理学被削弱,当视觉中心改变,新的视觉形象将成为视觉中心,和共生图是使用这种视觉特性显示模糊的视觉形象。

　　The research of visual psychology has proved that when people's vision is fixed on something, the perception and attention of the surrounding things will be weakened from visual psychology. When the visual center changes, the new visual image will become the visual center, and the symbiotic image is to use this visual characteristic to display the blurred visual image.

　　在标识设计中运用共生设计原则可以使标识更加生动活泼。更加相互融合，视觉统一为一个整体。

　　Applying symbiotic design principle in logo design can make logo more vivid. More integration, visual unity as a whole.

　　完整性和关闭

　　Integrity and closure

　　当视觉分化但外轮廓线不清晰,在特定条件下的知觉与轮廓线附近形成一个完整的图形化趋势的意识,这是一种空间上的间隙更紧密的结合图形或单个图形单元更加完整,格式塔心理学的核心概念,是完整的取向,意识心理学的趋势的一种推论,其中可以使不连贯的缺口图形作为心理收敛，即闭合。

　　When the vision is divided but the outline is not clear, the consciousness of a complete graphical trend is formed near the perception and outline under certain conditions. This is a kind of space gap which is closer to the combination of graphics or a single graphics unit which is more complete. The core concept of Gestalt psychology is a complete orientation and the trend of conscious psychology. A corollary in which discontinuous gaps can be treated as psychological convergence, i.e. closure.

　　利用这种封闭的倾向来设计标志，更多的与观众互动，激发人们的好奇心，运用视觉心理学来完成标志图形，从而避免了标志的单调，使观众在不知不觉中记录下了标志图形。

　　Use this closed tendency to design logos, more interaction with the audience, stimulate people's curiosity, use visual psychology to complete logo graphics, thus avoiding the monotony of logos, so that the audience unconsciously recorded logo graphics.

　　5、关闭

　　5. Closing

　　闭锁是指人类视觉对不完整的视觉图像进行补缺的感性倾向。乍一看是一个不完整或分散的不相关元素集合，突然变成了一个完整的视觉形式，或一个可识别的形式。

　　Atresia refers to the perceptual tendency of human vision to compensate for incomplete visual images. At first glance, an incomplete or scattered set of irrelevant elements suddenly becomes a complete visual form, or a recognizable form.

　　闭锁是一种干扰,它和人们总是有不同的视觉完形的习惯,它倾向于把一些细节或伪造或省略,局部呈现出视觉的不确定性和模糊性,视觉感知和互换阅读在人的思想,极大地丰富了人们的想象力,使更多的回味和想象的余地。

　　Lockout is a kind of interference. It always has different habits of Visual Gestalt with people. It tends to fake or omit some details. It partially presents the uncertainty and ambiguity of vision. Visual perception and interchange of reading in people's thoughts greatly enrich people's imagination and make more room for aftertaste and imagination.

　　6、解构主义

　　6. Deconstructionism

　　在现代标识设计中，能够将标识与其他标识区分开是非常重要的，也就是说能够给观众留下深刻的印象。因此，可以根据人们的“格式塔”心理，打破设计中的常规，进行逆向设计，将一些完整的图形进行分割，或者将分离的独立元素重新组合，创造出更多新颖的符号，这就是对图形的解构。

　　In modern logo design, it is very important to distinguish logo from other logos, that is to say, to impress the audience deeply. Therefore, according to people's "gestalt" psychology, break the design conventions, carry out reverse design, divide some complete graphics, or recombine separate independent elements to create more novel symbols, which is the deconstruction of graphics.

　　在解构的过程中，平面设计强调元素的综合协调，可以运用各种构图原则和形式美学来创造各种图形。例如，当同一个元素被分解时，就可以形成节奏和节奏。解构不同的设计元素可以形成跳跃感;当图形的不同元素自由组合时，就形成了装饰性的图形。在标识图形设计中合理运用解构技术也可以设计出与众不同的图形。

　　In the process of deconstruction, graphic design emphasizes the comprehensive coordination of elements, and can use various principles of composition and formal aesthetics to create various graphics. For example, when the same element is decomposed, rhythm and rhythm can be formed. Deconstruction of different design elements can form a sense of jump; when different elements of graphics are freely combined, they form decorative graphics. The reasonable use of deconstruction technology in logo graphic design can also design distinctive graphics.

　　格式塔心理学是图形知觉的格式塔原理，应用于符号设计中。标志应尽可能紧凑、简洁、完整，并向观众传达完整的信息。

　　Gestalt psychology is the Gestalt principle of graphic perception, which is applied in symbol design. The logo should be as compact, concise and complete as possible, and convey complete information to the audience.