Gestalt Principles

Gestalt Theory In Advertising

Alan’s Elves

What is Gestalt Theory?

“It refers to theories of visual perception developed by

German psychologists in the 1920s. These theories

attempt to describe how people tend to organize visual

elements into groups or unified wholes when certain

principles are applied.”

These theories are Similarity, Proximity, Closure,

Continuity, Figure and Ground.

Similarity

What is Gestalt’s law of Similarity?

In short it is Items that are similar tend to be

grouped together.

For Example

In this image we see

a set of triangles of

various sizes and

colours to create what

we imagine to be

the Statue of Liberty.

We also see it used in

advertising….

This logo is a prime

example of Gestalts law

of Similarity!

Why?

Final Example

This was an advertisement used for

the Kia Soul. It places the Kia in the

middle of many dull objects which

appear to be related due to

similarity in size, shape, color, etc.

Law of Continuity

The law of continuity states that when we

perceive a group of organised objects we

follow the smoothest line through them.

Law of Continuity

On the left we see a series unconnected dots, which we

perceive as two lines, one wavy and one straight. This

demonstrates the Law of Continuity because while what

the picture is in fact a group of dots, we follow the smoothest

path through them and see two lines.

The intersecting lines on the right are seen frequently in every-

day life. It demonstrates the law of continuity because we see

it as two lines going through each other rather than as four lines

which meet in the center.

This is an example of the law of

continuity in advertising. The logo

contains a break in the lines, which

are the S and L of SportLocker, yet

we still follow the smoothest path

and see it as one line curling around

the combination wheel.

This is an example of how

the law of continuity is important

in web design. The side menus

are seen as being continuous

and thus make the website

more aesthetically pleasing,

giving the website user a better

experience.

Law of Proximity

What is it?....

“Objects that are closer together are perceived as more

related than objects that are further apart.”

Examples:

● This image was used to

advertise food.

● We can see five triangles on

top and bottom.

● Because the triangles are

close together we can group

them as one and they give

the image of teeth whereas

the square is not part of the

group.

Times Square● In this image we can see

a number of different

screens with images.

● Some of these screens

are parted to show half of

an image. If we combine

these screens they form a

full image.

● This image can also be

used to show the law of

proximity.

● All the symbols are close

to each other and

grouped together they

form the image in the

picture.

Law of Closure

Is there really a

dog here?

What do we see in

this picture?

How does it get the

reason for it being

used or what its for

across to us?

This is the

Logo for

Browning

guns.

Thank You