According to Chisnall, P. M., (1995) in order for a human to perceive an object, the brain will need to see the whole image of it so that we can appreciate it. Therefore this leads to marketers leaving part of their advertisements unexplained, this means the consumer are more likely to interpret it. To make consumers pay attention to an advertisement, the advertisers will present an incomplete image so that a consumer can use their brain and natural instinct to create something whole. This is described by Solomon et al., (2010), he states that the brain will create meaning from the entire set of stimuli rather than just one individual stimulus. This is known as Gestalt Psychology and this is broken into 4 different sections:
1) Figure and Ground - The terms figure and ground explain how we use elements of a scene to make a whole. The figure is the element which captures the persons attention whilst the background is usually undistinguished. The human eye naturally creates a figure using the foreground and ground (the background). This can be done now by looking at the computer screen , everything behind the screen is blurred. But if you look past the computer screen into the background which is now in focus, whilst the screen is blurred.
This image is a classic example of Figure and Ground. Focus on the centre and the brain will see a white vase, then focus on the two black faces and the vase has moved into the background.
2) Grouping - According to usask (2011) the principle of similarity states that products which share visual characteristics such as; shape, size, colour, texture, value or orientations will usually be seen by the human eye as belonging or 'grouping' together. Solomen et al., (2010) states that the items who are grouped together will form an "Integrated Whole." Therefore marketers and advertisers have discovered that to make a more visual effect they should group their products together.
This image shows grouping well, as it groups all similar products and colours together to make it visually appealing. Personally I think this display would catch my attention and would make want to stop and look. If they were to be displayed individually I doubt I would notice them as an individual product.
3) Closure - This is the principle which applies to when a person sees complete figures even when part of the information is missing.
This image is an example of closure as the human eye can see the three black circles covered by the white triangles. The eye naturally draws the lines to complete the whole circles. This is known as closure. An advertiser may decide to create an incomplete image as they know that a consumer can create a complete image once looked at it. The panda at the top of the page is also in this closure category.
4) Stimulus Ambiguity - An advertiser may create an image or product known as a stimulus which may not be directly related to a recognisable shape or form so that the customer has to put it into their own context to understand it. This will help engage the consumer as they will try and make sense of what the image is.
In this image, a women is lying down on the grass, it seems as though she is pregnant, however it actually presents the new Volkswagen beetle which is made from the yellow "jumper" of the women. The brain is confused quickly as it tries to make sense of the image. This helps captures a consumer's attention and leads to them becoming curious about what is being sold.These are all different effective ways of grabbing a consumer's attention. Gestalt psychology is a way of manipulating the brain and utilising the way it works to make an advertisement stand out. Combined with other methods used within advertising a successful campaign can be created.
Perceptual Set
The perceptual set is used with the Gestalt Psychology and many other advertising campaigns. The perceptual set theory is an idea of perception which involves selection. inference and interpretation. The perceptual set is usually developed over time as is usually influence by personal experiences, upbringing, values, beliefs etc, it is a natural and individual way of thinking. Every individual has a unique perceptual set and no two people has lived the same life. The perceptual set is personal and deep rooted however it can be changed by marketers. For example below is an RSPCA advert:
This may change the way people think about Cruelty to Animal. For somebody who does not really think about animal cruelty, may change the way they think and may make them think about getting involved or perhaps may alter the way they think about the subject. For another person who hits their pet and never saw it as an issue, may reconsider and think twice about their actions. They may also choose t help and consequently change their beliefs. Therefore this means through the use of marketing material someones perceptual set can change.
Gestalt Psychology Rocks!
This is superb. It looks fantastic and is so easy to follow. The ads you have chosen ae excellent, really illustrating the topic
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