Part 2 - Designing with the brain in mind and how Gestalt principles shape what we see (The law of continuation)
Flow is not just visual, it's neurological
When we design for screens, we’re designing for movement, not just of pixels, but of the eye, the brain and ultimately the user’s attention. That’s where the law of continuation in Gestalt psychology becomes a powerful ally.
This principle explains how the human eye naturally follows lines, curves, and paths. Our brains are wired to perceive smooth, continuous movement and resist abrupt changes. We don’t just look at visual elements one by one, we follow them, connect them and infer direction.
In other words: your design is either guiding the user, or it’s losing them.
What is the law of continuation?
The law of continuation (sometimes called good continuation) states that elements arranged on a line or curve are perceived as more related than elements not on the same path.
This principle explains why we visually connect a broken line into a whole, why we read a multi-column layout smoothly, and why eye-tracking maps show users following certain visual paths even when other elements are closer in proximity.
It’s our brain’s way of maintaining order in a visually noisy world. If there’s a curve, our eyes want to complete it. If there’s a directional flow, our brain wants to follow it to its end.
Why it matters for user experience
Good design often disappears. That’s because the user is not focused on the layout, they’re focused on the journey. Continuation helps that journey feel natural, predictable and low-friction. Bad continuation makes users stop, reconsider, and feel uncertain.
Designers can use this principle to:
Lead the eye through content in a specific sequence
Emphasise visual hierarchy without brute force
Connect elements that aren’t grouped together physically
Shape scroll behaviour and gesture flow in apps
Encourage conversion by directing visual attention
Let’s explore how this plays out in real design scenarios.
Reading patterns and flow
Web users don’t read like they’re reading a novel, they scan. Eye-tracking studies show that users typically follow F-shaped or Z-shaped reading patterns. These patterns are forms of visual continuation, guided by layout, alignment and whitespace.
By aligning content blocks, headers and call-to-actions in a consistent rhythm, you’re inviting the user’s eye to move forward. Disrupt that flow, say, with inconsistent spacing or poor alignment, and you risk breaking the path and losing engagement.
Forms and multi-step processes
Think of a multi-step form. If each section flows naturally from the last, using spacing, arrow cues, or subtle animation, users are more likely to complete it. But if the alignment shifts awkwardly between steps or breaks the expected flow, it creates cognitive friction.
Continuation is what makes a form feel like one thing, even if it’s broken into parts. The same principle applies to onboarding, checkout, or sign-up journeys.
Menus and navigation
Horizontal or vertical navigation bars use the law of continuation to suggest structure. Items aligned in a row or column are perceived as part of a system. Dropdowns that follow the same visual axis preserve this sense of order.
More subtly, even motion can reinforce continuation, like a submenu that slides out along the same horizontal line, rather than abruptly appearing in an unrelated position.
Lines, arrows, and cues
Directional indicators, such as arrows, connector lines, and progress bars, are tools of continuation. They’re not just decoration; they’re signals. They tap into the brain’s impulse to follow.
Even whitespace can play this role. Carefully aligned negative space can create an invisible line the eye follows, forming a narrative through images, text, or features.
Breaking continuation, with purpose
While continuation can guide the user, it can also be interrupted intentionally to make them pause. For example:
A strong call-to-action breaking the expected layout
A contrasting image or quote that stops the scroll
A price or offer that disrupts the visual rhythm
These interruptions work best when used sparingly, as intentional moments of tension within an otherwise smooth flow. You create contrast by establishing continuation, then breaking it.
Continuation in responsive design
On smaller screens, the challenge of flow intensifies. Designers must reimagine layout without losing visual path. Continuation helps here, too.
When stacking content for mobile, vertical alignment becomes critical. Users will follow the scroll down, but only if each element logically leads to the next. If content becomes visually disjointed, engagement drops.
Cards, containers, and clear vertical rhythms help reinforce continuation on small screens.
The designer’s role to building visual gravity
The law of continuation is like visual gravity, it pulls the eye forward. As designers, we can either design against it (creating tension and confusion), or harness it to shape behaviour.
Just like a well-written sentence guides a reader to the full stop, a well-designed interface leads users to their goal. It will be smooth, invisible, and done with minimal resistance.
Movement is meaning
Continuation isn’t just about aesthetics. It’s about how the brain interprets what comes next. And in digital design, next is everything.
Designing with continuation in mind means:
Thinking in sequences, not just static screens
Aligning visual elements with cognitive expectations
Guiding users through intention, not instruction
When done well, users won’t notice what you did. But they’ll complete the form, read the article, tap the button, or make the decision you hoped they would, all because it felt effortless.
Next up is ‘closure and proximity’
In Part 3, we’ll explore closure and how the brain fills in gaps to create meaning, and proximity, the art of grouping by distance. Together, they explain why you don’t always need borders to build structure.
Until then… have a fantastic weekend!
