How do we accomplish such a remarkable perceptual achievement, given that the visual input is, in a sense, just a spatial distribution of variously colored individual points? The beginnings and the direction of an answer were provided by a group of researchers early in the twentieth century, known as Gestalt psychologists. When we look at the world, we usually perceive complex scenes composed of many groups of objects on some background, with the objects themselves consisting of parts, which may be composed of smaller parts, etc. Gestalt principles, or gestalt laws, are rules of the organization of perceptual scenes. Dejan Todorovic, Laboratory of Experimental Psychology, Department of Psychology, University of Belgrade, Belgrade, Serbia This article has really opened my eye as to what advertisers are trying to do by using proximity and I will continue to be on the lookout for this method in ads I come across going forward.Prof. I feel as though your example from Offbeat Sports Network demonstrates just that, as it is a group of unrelated objects joined together to form the person riding a bike. I had never thought about how this is used in advertising and how “proximity is so powerful that it overrides similarity of color, shape, and other factors that might differentiate a group of objects” (Rutledge, 2019). I have always noticed ads like this, but I found it very interesting how it evokes different emotions within consumers using visual cues. The examples you used such as the Coca-Cola smile shape made with coke bottles allowed me to really put in perspective your point of how proximity is used in advertising. I want to start off by saying I love the way this page is laid out with all of the visuals. There could be a link between those who are active and enjoy cognitive mind tricks. From my comment above, perhaps they used this principle due to research on their target audience of active and adventurous people. The Offbeat Sports Network advertisement was an effective choice to help demonstrate proximity. I sure do enjoy going through websites and looking at such examples. Possibly an audience who takes an interest in tricks on the mind. I wonder if there are certain audiences that are more receptive to gestalt principles such as proximity. It is fascinating to think about how this concept of proximity relieves us from processing so many small stimuli in groups of items (Sincero, 2013). I find it interesting looking at proximity in terms of advertising, as I haven’t noticed before. This article has certainly helped me brush up on principles we learned in SMAD 201, particularly learning about the gestalt principles. After testing the subjects, they found that there was no significant relation between time and distance on reaction times. In order to challenge this theory, subjects were tested to see which images they perceived faster than others over a certain distance. Although they are not similar in any way, the fact that they are all grouped together creates the overall unified image of a biking person.Īn experiment conducted by Mark O’Shaughnessy and Wesley Kayson of Iona College, found that organizing the visual field according to Gestalt principles results in measurable spatial distortions. For example, this advertisement for Offbeat Sports Network pieces together small images of various sports activities. The objects used in the proximity relationship don’t need to be similar, however, they just need to be grouped near each other in order to be considered as a unified image. These principles rely on the way that humans assess various visual cues. The Smashing Magazine states that the main idea of the Gestalt principles are about perception and how consumers interpret the visual messages. Offbeat Sports Network uses smaller images to form the shape of a person on a bike.
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