Gestalt Principles

Implication of Gestalt Principles in Consumer behavior. Gestalt Principles are principles/laws of human perception that describe how humans group similar elements, recognize patterns and simplify complex images when we perceive objects. Designers use the principles to organize content on websites and other interfaces so it is aesthetically pleasing and easy to understand.

1. Gestalt Principles Pranav Kishor Choudhary 180554 MBA (CUH-18-20)

2. Max Wertheimer April 15, 1880 – October 12, 1943 Austro-Hungarian-born psychologist PhD in 1904 Started teaching career in Frankfurt Worked at Berlin Psychological Institute Professor at New School for Social Research in New York

3. Kurt Koffka March 18, 1886 – November 22, 1941 German psychologist Born and educated in Berlin In WW1 worked for the Military in a position that later lead him to a Professorship in Experimental psychology 1927, Smith College in Norththamton , Masschusetts

4. Wolfang kholer 22 January 1887 – 11 June 1967 German Psychologist and phenomenologist In 1935 he left the country for the United States 20 year of professorship Swarthmore College in Pennsylvania

5. What is gestalt psychology The way things has been put together/placed Whole of any thing is greater than sum of it’s part The whole is something different than the sum of its parts [ Koffka (1935)] It emphasized the importance of sensory wholes and dynamic nature of visual perception The term “Gestalt” loosely translates into “form” or “configuration” Learners are active not passive They do not collect data as it is but actively process and restructure the data in order to understand it

6. Some General Rules Objects will be perceived in their simplest form Human Naturally follow lines and curves Mind will attempt to fill in the details that isn’t actually there.

7. Gestalt Principles The way we form our perception are guided by certain principles or laws. These principles and laws determine what we see or make of things or situations.

8. Some Common Principles Reification Multistability Invariance Figure and ground Prägnanz Law of Proximity Law of Similarity Law of Closure Law of Symmetry Law of Common Fate Law of Continuity Law of Connectedness Law of Past Experience

9. Reification Mental process of “bringing into being”. Adding things which are not in the original stimulus. Perceiving the details that are not really there A B

10. Multistability Multistability (or multistable perception) is the tendency of ambiguous perceptual experiences to pop back and forth unstably between two or more alternative interpretations Gestalt psychology does not explain how images appear multistable , only that they do Rubin's vase.

11. Invariance Invariance is the property of perception whereby simple geometrical objects are recognized independent of rotation, translation, and scale; as well as several other variations such as elastic deformations, different lighting, and different component features.

12. Figure and ground We tend to pay attention and perceive things in the foreground first. A stimulus will be perceived as separate from its ground. Positive and Negative Space

13. FIAT Girl Dirty Harry

14. Peter and The Wolf- Phoebe Morris Illustration

15. Blurring lines b/w Positive and Negative Space M. C. Escher

16. Prägnanz Perceptual grouping or perceptual segregation The stimulus will be organized into as good as figure as possible. Good refers to symmetry, simplicity, and regularity.

17. Prägnanz

18. Law of Proximity Elements that closer together will be perceived as coherent object.

19. Proximity

20. Hyundai eon vs Maruti alto 800

21. Law of Similarity Elements within an assortment of objects are perceptually grouped together if they are similar to each other. Similarities can be colour, shapes, texture or any other design elements Anomally Used to create contrast

22. Similarity

23. Law of Closure We tend to fill the gaps or “close” the figures we perceive. We enclose a space by completing a contour and ignoring gaps in the figure

24. Closure

25. Alcon Contact lenses

26. Law of Symmetry Mind perceives objects as being symmetrical and forming around a center point It is perceptually pleasing to divide objects into an even number of symmetrical parts Several symmetries can occur in one design. Symmetry and Asymmetry can work together.

27. Symmetry

28. Law of Common Fate Objects are grouped together that moves in the same direction Useful in design when we want to add patterns or textures to something, without losing the overarching image

29. Law of Continuity Also known as the law of good continuation Eye is compelled to move through one object and continue to another object. Stimuli remain distinct even with overlap We are less likely to group elements with sharp abrupt directional changes as being one object

30. Continuation

31. Law of Connectedness Humans will follow connections from one image to another to link them If two elements, visually linked by third element, they are perceived as a single entity

32. Law of Past Experience Also known as the concept of "mental models Under some circumstances visual stimuli are categorized according to past experience What works for one person may not act on the other. This law is of secondary importance and easily overlaps other sub patterns.

33. Conclusion Psychology and Design are two separate yet intertwined worlds. While each can and does exist without the other, they share so many elements and traits that it's hard to ignore the existence of the other. And, when the Gestalt principles are used in design, it can please viewers, catch their eye, and sparks interest. And its definitely rewarding for marketers.

34. References/ Bibliography Diamond, N., Sherry, J. F., Muñiz , A. M., McGrath, M. A., Kozinets , R. V., & Borghini , S. (2009). American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research. Journal of Marketing , 73 (3), 118–134. https://doi.org/10.1509/jmkg.73.3.118 Koffka , K, K. (2013). Principles Of Gestalt Psychology . https://doi.org/10.4324/9781315009292 Wertheimer, M. (n.d.). Gestalt theory. In A source book of Gestalt psychology. (pp. 1–11). https://doi.org/10.1037/11496-001

35. Thank You