Application Study of Gestalt Visual Perceptual Laws in Advertising Billboard Graphic Design

Document Type : Research Article

Authors

1 Isfahan art University

2 null

3 Engineering Advancement Faculty, Business Department of Management and Engineering, University of Science and Technology

4 University of Isfahan

Abstract

Aim & Background: Gestalt theory is one of the most impressive theories in the field of visual arts that has focused
on integrated vision of artwork and sketched specific visual laws of perception. On the other hand, due to the
alignment of the goal of visual communication and lasting impression on the audience’s minds, the application of
these graphic design principles especially commercial billboards is essential. In recent years, we have been faced
with impressive billboard designs in Tehran, which apparently have no other purpose except a profound impact
on the audience’s minds. In this regard, with the aim of studying the visual qualities and Gestalt visual laws of
perception in Tehran’s billboard graphic designs, it was evaluated the amount of Gestalt visual laws of perception
in Tehran’s commercial billboards’ texts and graphical images in 2015-16. It was determined the most effective
graphic design principles in billboard advertising and detected the relationship between Gestalt’s laws and these
principles that can be used in billboard graphic designs.
Methods: In order to analyze the case samples, descriptive-analytic method was used based on Gestalt’s laws. The
research method is a theory test that was performed on 150 samples of Tehran’s commercial billboards in 2015-
16. The data collection method was using written sources and scientific databases, analyzing and comparing the
topics with Delphi method.
Results & Conclusion: The research findings indicated that each of the laws has been used to some extent in
Tehran’s commercial billboards’ texts and graphic images in 2015-16. The most important of visual qualities
and billboard graphic design principles have high reliability. Its Cronbach’s Alpha is 0.796. According to visual
identity, Gestalt’s laws and the graphic design principle’s definitions, all principles can be linked to a category
of Gestalt’s laws. There is an interactive communication between them. Each law can benefit some of the design
principles and vice versa.

Keywords

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The Monthly Scientific Journal of Bagh-e Nazar
Volume 14, Issue 55
January 2018
Pages 71-86

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