Marketing is a game of perceptions, we know that well
Posted: Mon Jan 27, 2025 5:06 am
You can also use Gestalt psychology in other (con)texts…
To learn more, quickly to the next paragraphs!
Gestalt can tell a story
And what we perceive is often the result of how it is presented and told to us, both visually cfo email lists and mentally and imaginatively.
In both cases, however, the basic principle and the outcome do not change:
The expression must be clear and simple , so that it can be fully appreciated…
So as to obtain an interactive message and an involved audience .
I report the thoughts of Annamaria Testa, an excellent copywriter of the old school, who in “La parola immaginata” considers the laws of Gestalt as a tool for drafting an effective telecommunication.
“The ability to connect and structure any group or series of elements or stimuli into a meaningful system is ingrained in human beings: if you see several elements gathered together, you cannot help but make assumptions about the kind of logic that holds them together. And each element in a series raises in you expectations about the next one, and what you have examined before influences your perception of what you are examining.”
A functioning telecommunication, in fact, does not need words.
Indeed, if there aren't many, it is perhaps even more impactful.
Testa always gives the example of two chronological sequences of images:
“If you are shown, one after the other, the image of two people kissing, then a wedding scene, then a very small child, you will tend to read the sequence according to before/after and cause/effect relationships: the story of the formation of a family group. But if we show you the image of a bean sprout, then that of a chick coming out of the egg, then that of a very small child, the chronology does not help you, and it will be easier for you to read the series by analogy: three situations of birth, and therefore the Renewal of Life”.
Imagine seeing these sequences on television.
Do you really think there is a need for the words of a speaker or some explanatory blurbs?
This is the strength of Gestalt:
It stimulates the perceptive and synthetic skills inherent in each of us.
And this makes us involved and satisfied (because understanding is challenging, but also rewarding).
However, let's go back for a moment to the words of Annamaria Testa:
There is a clear difference between the explanations of the sequences given above.
But there is also a common point:
To learn more, quickly to the next paragraphs!
Gestalt can tell a story
And what we perceive is often the result of how it is presented and told to us, both visually cfo email lists and mentally and imaginatively.
In both cases, however, the basic principle and the outcome do not change:
The expression must be clear and simple , so that it can be fully appreciated…
So as to obtain an interactive message and an involved audience .
I report the thoughts of Annamaria Testa, an excellent copywriter of the old school, who in “La parola immaginata” considers the laws of Gestalt as a tool for drafting an effective telecommunication.
“The ability to connect and structure any group or series of elements or stimuli into a meaningful system is ingrained in human beings: if you see several elements gathered together, you cannot help but make assumptions about the kind of logic that holds them together. And each element in a series raises in you expectations about the next one, and what you have examined before influences your perception of what you are examining.”
A functioning telecommunication, in fact, does not need words.
Indeed, if there aren't many, it is perhaps even more impactful.
Testa always gives the example of two chronological sequences of images:
“If you are shown, one after the other, the image of two people kissing, then a wedding scene, then a very small child, you will tend to read the sequence according to before/after and cause/effect relationships: the story of the formation of a family group. But if we show you the image of a bean sprout, then that of a chick coming out of the egg, then that of a very small child, the chronology does not help you, and it will be easier for you to read the series by analogy: three situations of birth, and therefore the Renewal of Life”.
Imagine seeing these sequences on television.
Do you really think there is a need for the words of a speaker or some explanatory blurbs?
This is the strength of Gestalt:
It stimulates the perceptive and synthetic skills inherent in each of us.
And this makes us involved and satisfied (because understanding is challenging, but also rewarding).
However, let's go back for a moment to the words of Annamaria Testa:
There is a clear difference between the explanations of the sequences given above.
But there is also a common point: