Perception -How we interpret: Gestalt & Semiotics in Psychology of Consumer Behaviour

2. Gestalt: An organized whole that is perceived as
more than the sum of its parts.
Semiotics: The study of how signs and symbols
influence our interpretation

3. The whole is different from the sum of its parts
Gestalt: and Perception

4. 4
Gestalt is the school of thought
that says people get meaning
from the whole of a set of stimuli
rather than any individual stimulus.
Seeing the "whole"
At first glance this image looks like
one person. On closer view who do
you see.
“The Whole is Different from the Sum of its Parts”

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This is an ad for Hot Ketchup. What do you see? Your first impression is very
different from when you stop and analyze the parts. That’s Gestalt!

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Figure - Ground
The figure is the object you are
perceiving, ground is what is in
the background. You can only
perceive one at a time. The brain
labels things as near or far,
negative or positive space.
Look at the FedEx logo.
Do you see the arrow between
the E and the X?
The Gestalt image has an
embedded message in this logo!
Gestalt Laws: Figure-Ground

7. Shoe or Sale or Both?

8. Forks or Wine Glass?

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Closure
Items are grouped together if
they tend to complete a
pattern.
We also use law of closure in
language..”Just___ __”
Gestalt Laws: Closure
WWF Logo

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Law of Similarity vs Anomaly
Gestalt principle where a person groups
objects together; an integrated whole;
birds of a feather; Green Giant products
use green; MacDonald's colours?
Here do we see rows or columns?
Items that are similar in some way tend
to be grouped together.
When similarity occurs, an object can be emphasized
if it is dissimilar to the others. This is anomaly.
.
Gestalt Laws: Similarity

13. Similarity in Cesar ad

14. Similarity in Braun ad

15. Similarity

16. 16Gestalt - What do you see?

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Gestalt
Communicators Should
Combine Noticeable
Elements into
Meaningful Wholes

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Perceptual Theory: Semiotics

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Semiotics (Semiology)
Semiotics involves the study not
only of what we refer to as 'signs' in
everyday speech, but of anything
which 'stands for' something else.
Any Visual Message is a Collection of Signs
Perceptual Theory: Semiotics

20. Every product has three components: The Object, The Sign- the sensory imagery
representing intended meaning and the Interpretant the true meaning derived
The Interpretant:
The True Meaning  The Canadian Identity
The Sign: Joe Canadian
The Object: Molson Canadian

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Perceptual Theories: Semiotics (Semiology)
Linguist Ferdinand de Saussure: two-part model of
the sign:
Signifier -- spoken word, written word, flag, etc.
-- something that represents a concept.
Signified -- the concept that the signifier stands for.
For example: the word ”puppy" is the signifier, and
the concept of a puppy is the signified.
Signifier +Signified= Sign
The two together constitute a SIGN This is not a puppy
Perceptual Theories: Semiotics

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Semiotics (Semiology)
Three Types of Signs from Peirce
Iconic
Closest Resemblance
Indexical
Assumed Connection
Symbolic
Abstract example:
nike swoosh
Semiotics: Three Types of Signs

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Semiotics (Semiology)
Chain of Associations or Codes, from Barthes
Metonymic Code
A collection of signs that cause the
viewer to make association or
assumptions.
An advertisement showing a happy
family living a wonderful life of course
because of Coca Cola
Advertising Images are Often Metonymic Codes
Semiotics: Metonymic Codes

24. Metonymic Code:
Muskoka beer pictured prominently in a golden
glass with their logo and tag line “A Taste of
Cottage Country” The headline on the ad says
“Taste Paradise” In the background we see a
beautiful cottage country scene. All these things
combine to create a metonymic code. The
message is that if you drink Muskoka Beer you
will feel all that you feel when you are away
from it all in a beautiful paradise.

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Metonymic Code
A collection of signs that cause the
viewer to make association or
assumptions.
This ad assumes we make the
connection between Marlboro and
manliness.
This perfume ad make us
understand that their perfume
gets you married
Semiotics: Metonymic Codes

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Analogical Code: Mental
Comparisons
A group of signs that cause the
viewer to make mental
comparisons.
Yellow writing paper might remind
the writer of the yellow peel of a
lemon because of the similar
colour.
Here we have a mop, but it looks
like a mean mop.
Audi Faces
Semiotics: Analogical Codes

28. Sliced Tomato
Greenery = Brain

29. Sliced Tomato

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Semiotics
Displaced Code
Stand-In Images
Codes that transfer meaning
from one set of signs to
another.
The CN Tower as a phallic
symbol, for example. Rogers
Centre as female symbol
Liquor, lipstick, and cigarette
ads frequently use phallic
symbols to link their products
to sexual conquest

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Semiotics: Displaced Codes

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Displaced Code:
Pollution question
Semiotics: Displaced Codes

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Semiotics:
The Phrase "The old ball-and-chain”
comes to mind.
Man overloaded with shopping
bags
We associate the ball and chain
with oppression, hard labor, and
unfairness, man as prisoner of his
wife.
The words “Hang on to your spirit”
look like the ripped out letters of a
ransom note
The Southern Comfort bottle is
inside a dotted line like the image
where a victim’s body lay
Southern Comfort wants you to
know, it can help you keep your

34. “Because Stains love you Clothes” The message is therefore, use Tide

35. “Have a break, have a Kit Kat’ The medium is the message- sit down and eat one