'Perception depends on coding the world into iconic signs that can re-present it within our mind. The force of the apparent identity is enormous, however. We think that it is the world itself we see in our "mind's eye", rather than a coded picture of it' (Nichols 1981, 11-12). According to the Gestalt psychologists - notably Max Wertheimer (1880-1943), Wolfgang Kцhler (1887-1967) and Kurt Koffka (1886-1941) - there are certain universal features in human visual perception which in semiotic terms can be seen as constituting a perceptual code. Principles (Laws) of perceptual organization: The principle of pragnanz (the "Law of Simplicity") The principle of proximity The principle of similarity The principle of good continuity The principle of closure The principle of smallness The principle of symmetry The principle of surroundedness The principle of figure-ground The principle of proximity is that features which are close together are associated. Examples: site development Class assignment (group work, done orally): Look at the pictures below and describe the effect of the proximity principle in the advertisement. picture 1 picture 2