Consumer Behaviour

Laws of the Gestalt perception

Group 13
Anshul Kaushik 22BM63019
Guneet Singh 22BM63051
Pankaj Kaushik 22BM63083
Shonali Sharma 22BM63119
Sneh Ankit 22BM63123
Gestalt Gestalt psychology proposes that our brains aren't simply passive receivers of information. Instead,
they actively organize and interpret sensory information to create a unified whole.

perception
Gestalt principles explain how our brains organize and interpret visual information

These principles create a unified whole from individual elements

Understanding Gestalt helps us improve communication and design

 LAWS OF THE
GESTALT
Law of common region Law of similarity
PERCEPTION
Elements located within the same Elements that share visual properties like
physical or implied boundary are color, shape, size or orientation are seen
Law of proximity perceived as a group as belonging together
Elements placed close together are Nike uses consistent visual
perceived as a unified group Ferrero Rocher’s golden branding with the iconic
wrapped chocolate "swoosh" logo, thick sans-serif
Ikea catalogs and candy is featured in ads font, and red/black/white
website layouts group inside a glass bowl, color scheme across all their
furniture pieces into clearly defining a marketing materials, product
room/living space common region that packaging, stores, etc. This
sections so related items associates the product ties together their entire brand
are seen as unified with an elegant, classy identity through similarity of
collections image design elements

Law of good form Law of common fate Law of continuity or good

We naturally perceive objects as Elements with the same movement or continuation
simple, complete, and regular shapes. directional path are seen as belonging to Elements arranged on a line or curve
Our minds will apply the simplest a unified group are perceived as a whole
interpretation or organization to a
pattern The Animated icon
Audi print ad leads the
advertisement for
Google's brand uses very viewer's eye along the
Android's operating
clean geometry and continuous swooping
system brings together
simple shapes/colors lines of the car from the
different graphic
across all of their product front badge to the rear
elements through shared
designs, website layouts taillight
clockwise spinning
and marketing visuals
motion
 LAWS OF THE
GESTALT
PERCEPTION
Law of unity or uniform
connectedness
Elements that are similar to each other
tend to be perceived as a unified group
Coca-Cola logo uses
consistent red and white
colors and a distinct font,
which helps consumers easily
identify the brand across
various platforms
Law of Meaningfulness
& Familiarity
Objects that form patterns that are
familiar or meaningful are perceived as
single unit
McDonald's Golden Arches is
an iconic symbol that has
become deeply ingrained.
This familiarity plays a
crucial role in influencing
consumer perception and
behavior.
Law of closure
Objects that aee unfinished and
incomplete are perceived as finished or
complete whole
The Amazon logo utilizes
closure to depict a smile
that connects from A to Z,
implying that Amazon offers
everything from A to Z
Law of Figure & Ground
Figure has a form and appears to be more
substantial than the ground
The bitten apple stands out as
the figure against a plain,
monochromatic background.
This contrast draws attention
to the logo and reinforces
Apple's minimalist design
aesthetic, making it instantly
recognizable and memorable.
Law of Symmetry
Inspite of distance between elements,
they are perceived as symmetrical figures
Mercedes-Benz, use symmetry
in their designs to convey
elegance and sophistication.
The symmetrical layout of the
car's exterior, creates a sense
of harmony and aesthetic
appeal, which aligns with the
brand's premium image.
Law of Parellelism
Objects that are parellel to one another
appear to be more related than those that
are not
Advertisement for a skincare
product, the parallel
presentation emphasizes the
contrast between the "before"
and "after" states, making the
benefits of the product more
apparent to consumers.