Gestalt theory is based on different principles which are presented below with advertising or marketing examples Slovenia Phone Number List. If psychology is a science that is responsible for the study of people’s behavior, their reactions, sensations and perceptions regarding their physical and social environment, we can understand that marketing is deeply related to this discipline.
And it is that marketing, understood as a series of processes aimed at creating, communicating and delivering valuable messages to attract customers and underpin the acquisition of goods, services and products, is constantly based on the perception of things and through it make your advertising guidelines compelling and hit or miss.
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One of the currents of psychology that finds the most relationship or field of action in marketing is the Gestalt Theory, which emerged in Germany at the beginning of the 20th century and which establishes that the human mind usually perceives and processes information through previous sensory experiences that are stored in memory, so that any new stimulus will tend to be related to what the mind already knows.
Gestalt theory is based on different principles which are presented below with advertising or marketing examples.
Proximity : the eye is able to group the different elements or components of an image in such a way that it synthesizes them into a single visual unit.
Barack Obama 2012: Yes We Did, by Charis Tsevis
Similarity : The eye tends to group the images if they are similar in color, size and shape. The mind interprets the appearance of things can confuse objects that are not what they seem.
Symmetry: this principle places different graphic elements in a symmetrical condition to achieve a symmetrical visual balance Phone Number List. An example is found in the Starbucks isotype
Contrast : when an image represents a particular visual concept, it stands out from the rest of the elements due to its color, size, or texture.
Ego Furniture Lounge design and print campaign, by Tree Advertising
Inclusiveness : a figure that stands out does so because it acquired other visual elements present in a painting and each one of them is integrated to resemble a visual unit.
Continuity : the eye tends to group visual elements that follow patterns or continuity, even when they are interrupted with each other. The visual identity of the 1968 Mexico Olympic Games followed this principle.
Figure-background and simplicity : human perception comprises simple features and lines from basic figures such as squares, triangles and circles, the brain is not capable, in principle, of recognizing shapes and backgrounds, so it interprets based on its own visual experiences. The Fedex logo integrates an arrow in the middle of its typography that is only perceived when more attention has been paid to its design.