Objects that seem similar appear to form a group

The Law of Similarity is one of several principles of visual grouping that come from Gestalt psychology. It states that when objects within an assortment are similar in color, shape, size, or some other quality, they appear to be related or form a group. These similarities are used by the human mind to distinguish between groups with different qualities. Designers can use this phenomenon to their advantage by making related elements similar in color, shape, or size.



  • Separate interactive elements (e.g., links, buttons, navigation) from body content by making them different in color, shape, or size
  • Use consistent styles across related elements to help users understand that those elements are part of a group


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5 More Laws of Credit Union Website Design

If you’ve enjoyed learning about the Law of Similarity, then check out our article 5 Laws of Credit Union Website Design to learn about other laws of design.