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Because it seems that no one is able to provide a correct, concrete, simple and fast example of the following concepts applied to advertsing:- Figure & Ground,- Law of Proximity , - Law of closure, - Law of Similarity,- Law of Continuity,- Law of Membership , - Ambiguous stimuli ,I then made one especially for you
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The 7 elements
by Ronan CHARDONNEAU
Involves assignment of edges to regions for purposes of shape determination, determination of depth across an edge, and the allocation of visual attention
Here we see always two things: the image in itself and the idea behind.
Things that are near each other seem to be grouped together.
Here new women's jeans have to be identified as the same "cut" as men's jeans
The benefits of this spray is identified as fresh and natural as sea
Things are grouped together if they seem to complete some entity;
The mind prefers to see
complete forms, rather than
collections of incomplete
forms.
Here we are unconsciously gathering the person sleeping to the computer ad
Things which are similar in some way appear to be grouped together.
The closer in appearance objects are to each other, the more likely that they will be perceived as a group
Here we identify the car as powerful asthe hippopotamus
The sleeping bag is associated to the seal which enforce his resistance to the cold
Points that are connected by straight or curving lines are seen in a way that follows the smoothest path. Lines are seen as belonging together.
The mind prefers to extend
forms in the way they are
‘headed’, visual inertia.
Here we identify the ad as part of the pole
Integrating the product within an environmentto create the feeling of belonging to a group
Here two groups of people are gathered the one who consider that medical drugs are efficient and other kind of medicines useless and the other group
Ambiguous stimuli comes from impossible things such as unfeasible configurations or architectures
Such packaging configuration is physically uncommon