Gestalt psychology principles include the law of prägnanz, which is the tendency to see the simplest form or shape, and the law of figure and background, which is the ability to focus on meaningful shapes or figures against the background. These principles are demonstrated through examples like seeing a crucible shape in the Starbucks logo or focusing on the figure of a camel against its background.

1. Gestalt psychology
Martin Bláha
Brand psychology
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2. Law of prägnanz (good gestalt)
• tendency to see the
simplest form
• Starbucks
• We can a priori see
crucible in the
shape

3. Law of figure and background
• ability of the mind to focus on meaningful shape (figure) and ignore
the background
• Camel
• Discover more