Learn how the Law of Similarity helps users understand interfaces faster by grouping related elements through color, shape, and patterns.
Have you ever noticed that when you see elements that look alike—even if they’re not close to each other—your brain instantly groups them together?
Same color… same shape… same size… any small similarity makes the mind say: "These must belong together."
That’s exactly the essence of the Law of Similarity, one of the most important Gestalt principles that shapes how we interpret interfaces and process information.
Similarity isn’t just aesthetics—it’s a powerful cognitive tool. Use it well → you get clarity and order. Ignore it → you create noise and confusion.
The Law of Similarity states that: The human mind groups similar elements together—even if they are physically distant.
Similarity can appear in:
Color
Shape
Size
Direction
Pattern
Icon style
The brain treats similarity as a signal of relationship.
If you have 10 circles and 3 of them are blue, your mind instantly groups the blue ones—even without proximity.
The mind relaxes when related elements look consistent.
The eye moves through patterns—not isolated items.
If key buttons share the same color or shape, the user won’t hit the wrong action.
Similarity builds a unified, predictable interface.
Primary buttons must share the same color → faster decision-making.
Settings icons, share icons, search icons… should follow one style.
Same text size, alignment, and spacing make patterns recognizable.
Services → one style
Articles → another style
Products → another visual pattern
That creates visual noise.
YouTube is one of the clearest examples of similarity in action.
All videos appear in cards with the same shape and size.
Thumbnails follow the same visual structure.
Titles use the same font size and placement.
Channel icons and play indicators follow consistent styles.
Sections (Videos – Shorts – Live) share a unified layout.
The result?
The brain predicts patterns effortlessly and scans the screen quickly.
Repeated visual patterns guide the eye smoothly.
A structured interface increases trust.
The user doesn’t need to relearn the interface with every scroll.
Too much consistency can feel repetitive or boring.
If a new feature looks too similar, users may overlook it.
Because ads are designed to mimic video cards, they can be misleading.
The Law of Similarity isn’t just a visual preference—it’s how the brain makes sense of complex information.
Use it well, and your product becomes clear, predictable, intuitive, and enjoyable.
Ignore it, and you create confusion, noise, and cognitive overload.
Find the answers to frequently asked questions here.
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