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  APPLICATION OF GESTALT PRINCIPLES IN THE DESIGN OF VISUAL MARKETING CAMPAIGNS

  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 ... 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.

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  SUSTAINABLE DEVELOPMENT PRACTICES IN COCOA PRODUCING COUNTRIES

  Fair trade is a crucial action determined to promote sustainable and ethical trading manners, ensuring that the people engaged in manufacturing, around the globe, receive fair payments and work under safe surroundings. In particular, the chocolate industry has been facing great challenges related to unfair labor conditions, especially illegal ... Fair trade is a crucial action determined to promote sustainable and ethical trading manners, ensuring that the people engaged in manufacturing, around the globe, receive fair payments and work under safe surroundings. In particular, the chocolate industry has been facing great challenges related to unfair labor conditions, especially illegal child labor, since its existence. The purpose of this paper is to examine the inequitable executions of the cocoa industry in African cocoa-producing countries, while giving examples of each aspect of these applications, followed by their consequences. Special attention has been paid to a leader in this industry�s fair practices, Tony's Chocolonely, with the explanation of their strategies to overcome and remove the injustices whilst working together with other enterprises. The research concentrates on secondary sources of investigation concerning this particular business industry. Agreeing with the already carefully collected and examined information in the specific area, assumptions and key insights are provided. The readings chosen for this paper were sourced from qualitative case studies, company annual Fairtrade reports, UN Department of Economic and Social Affairs, and Fairtrade International: Public Systems Report. Hence, auxiliary data is collected to give a better understanding, to create consumer awareness and trust in fair trade.

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  INNOVATION � A FACTOR FOR SUSTAINABILITY OF INTERNATIONAL COMPANIES

  In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement ... In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement different types of innovations � technological, product, marketing, organizational and socially responsible, in order to adapt quickly to dynamic changes in the economy and society, and to develop sustainably. The aim of this article is to theoretically and empirically investigate the implementation of innovations in international companies as a factor for their sustainability, based on a specific example of a multinational company. The research methodology includes scientific research approaches and methods, such as: analysis and synthesis, content analysis, historical method, case study method, observation method.