• Icon to change language to english
  • Icon to change language to english

APPLICATION OF GESTALT PRINCIPLES IN THE DESIGN OF VISUAL MARKETING CAMPAIGNS

Authors

Keywords
gestalt principles, visual marketing campaigns, perception, design

Summary
This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not follow them.

For this purpose, a quantitative study was conducted in which two groups of respondents evaluated two different advertising poster designs – one developed according to gestalt principles and the other not. Five dependent variables were measured: perception of gestalt principles, comparative evaluation against competitors, overall aesthetic appraisal, emotional response, and purchase intention.

Results from one-way ANOVA analyses show statistically significant differences (p < 0.05) in favor of the gestalt design across all measured variables. It was rated as more structured, aesthetically pleasing, evoked more positive emotions, and stimulated stronger purchase intention.

The study confirms that applying gestalt principles is an effective strategy for enhancing visual impact and consumer engagement in marketing campaigns. The results have practical applications for marketers and designers in creating more effective visual communications.

JEL: F23, M31
Pages: 15
DOI:  https://doi.org/10.58861/tae.grdier.2025.12

More titles

  • DEVELOPMENT OF THE EUROPEAN UNION AUTOMOTIVE SECTOR IN THE PERIOD 2014-2024

    The automotive sector has been one of the fastest growing manufacturing sectors over the past decade. It is a major driver of economic development in the European Union. However, over the past decade, it has been subject to a number of internal and external factors – geopolitical, health and increased competition. The article examines how they ...

  • SUPPLIER RELATIONSHIP MANAGEMENT IN GLOBAL SUPPLY CHAIN

    This article examines the processes involved in procurement and supplier relationship management in global supply chains. It attempts to define the essence of the SRM philosophy, to present the role and objectives, and the possible strategies that can be undertaken in accordance with the objectives set. It examines the potential benefits of ...

  • ORGANIZATION CONFLICT MANAGEMENT IN AN INTERNATIONAL FIRM

    Conflicts are often viewed as a negative phenomenon, with a negative effect on achieving goals and objectives, which also determines the extreme importance of its rapid resolution and elimination. However, conflicts should also be considered as an element that has not only destructive consequences, but also a constructive beginning. A conflict in ...