The document discusses Gestalt theory and its principles of visual perception that are relevant for advertising, including similarity, proximity, closure, and continuity. It provides examples of how each principle is applied in logos, advertisements, and web designs. For similarity, items that are similar in size, shape, or color tend to be grouped together. Proximity refers to objects closer together being perceived as more related. Continuity means following the smoothest line through a group of objects. And closure is the tendency to see complete images even when not all details are visible.

1. Gestalt Theory In Advertising
Alan’s Elves

2. What is Gestalt Theory?
“It refers to theories of visual perception developed by
German psychologists in the 1920s. These theories
attempt to describe how people tend to organize visual
elements into groups or unified wholes when certain
principles are applied.”
These theories are Similarity, Proximity, Closure,
Continuity, Figure and Ground.

3. Similarity
What is Gestalt’s law of Similarity?
In short it is Items that are similar tend to be
grouped together.

4. For Example
In this image we see
a set of triangles of
various sizes and
colours to create what
we imagine to be
the Statue of Liberty.
We also see it used in
advertising….

5. This logo is a prime
example of Gestalts law
of Similarity!
Why?

6. Final Example
This was an advertisement used for
the Kia Soul. It places the Kia in the
middle of many dull objects which
appear to be related due to
similarity in size, shape, color, etc.

7. Law of Continuity
The law of continuity states that when we
perceive a group of organised objects we
follow the smoothest line through them.

8. Law of Continuity
On the left we see a series unconnected dots, which we
perceive as two lines, one wavy and one straight. This
demonstrates the Law of Continuity because while what
the picture is in fact a group of dots, we follow the smoothest
path through them and see two lines.
The intersecting lines on the right are seen frequently in every-
day life. It demonstrates the law of continuity because we see
it as two lines going through each other rather than as four lines
which meet in the center.

9. This is an example of the law of
continuity in advertising. The logo
contains a break in the lines, which
are the S and L of SportLocker, yet
we still follow the smoothest path
and see it as one line curling around
the combination wheel.

10. This is an example of how
the law of continuity is important
in web design. The side menus
are seen as being continuous
and thus make the website
more aesthetically pleasing,
giving the website user a better
experience.

11. Law of Proximity
What is it?....
“Objects that are closer together are perceived as more
related than objects that are further apart.”

12. Examples:
● This image was used to
advertise food.
● We can see five triangles on
top and bottom.
● Because the triangles are
close together we can group
them as one and they give
the image of teeth whereas
the square is not part of the
group.

13. Times Square
● In this image we can see
a number of different
screens with images.
● Some of these screens
are parted to show half of
an image. If we combine
these screens they form a
full image.

14. ● This image can also be
used to show the law of
proximity.
● All the symbols are close
to each other and
grouped together they
form the image in the
picture.

15. Law of Closure
Is there really a
dog here?

17. What do we see in
this picture?
How does it get the
reason for it being
used or what its for
across to us?

18. This is the
Logo for
Browning
guns.

19. Thank You