Elena Carroll-Gestalt Principles

This Origins ad, which is a company devoted to organic health and beauty products is a great example of a figure and ground principle. The eye can easily differentiate the two trees using the white space, and it is easy to tell which one is in the forefront. It even uses some complex figure/ground principles because the relationship among the two trees can be altered after fully examining the entire white space. The first tree could be viewed as the figure, and the second as the ground, but it is obvious it is two trees with a completely white background. It also uses some closure principles, because the first tree is not completely enclosed, by the shading/white space leads contrasting against the dark green of the second tree makes the eye believe that it is.