The Gestalt

By appealing to consumers senses adverts can easily grab their attention. The
J&B’s Christmas poster below is strong evidence of marketers doing exactly that!

The advert uses The Principe of Closure from Gestalt psychology. The principle tells us that …’consumers tend to perceive an in-complete picture as complete’. Meaning, from general knowledge and previous experiences, we are able to ‘fill in the blanks.

It invites consumers to interact with the advert, almost like a game, it makes it stand out and grabs the consumers attention.

‘…the principle of closure is at work when we hear only part of a jingle or theme’ (Solomon, 2006, 3rd Edition)

For further information on Gestalt psychology visit . . . . .

http://www.scholarpedia.org/article/Gestalt_principles

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