Saturday, December 6, 2008

Gestalt

Following from my post on heuristics, i shall share what i just found out about the Gestalt Principles. Chong Long, my friend who's studying media in NTU introduced me to this concept after I asked him about some stuff on branding.

From my understanding, Gestalt psychology talks about the principle of totality. Our mind will see things by 'summing them up' to have them make more sense to us.

From wiki: 
Principle of Totality - The conscious experience must be considered globally (by taking into account all the physical and mental aspects of the individual simultaneously) because the nature of the mind demands that each component be considered as part of a system of dynamic relationships.

The Gestalt 'laws' are SIMILARITY, CONTINUATION, CLOSURE, PROXIMITY, FIGURE & GROUND.

One of the examples of gestalt laws at work is the symbol for WWF. And yes, i believe that the featured character is a favorite of ZhaoBin, here's a tribute to him for being such a great friend and for surprising me with a post card sent form USA. PANDA!!!!!

If you look at the above picture, the picture of the panda is not 'complete'. But we are able to perceive that see that it is a panda, but filling up the white spaces. 

The following picture is also very effective in communicating with the audience the need to spread the message about saving wildlife animals. A few black curved lines that is drawn on the panda's ears would allow us to SEE that it is like a transmitter radio station sending our radio waves. But wait! Have we ever SEEN radio waves 'live'? No...what we have seen is a depiction of waves as presented in charts and diagrams. Isn't the human mind amazing? 
 
However there is danger in the way our brain processes such info. We may recognize patterns or info when IT IS NOT THERE. If it looks like a duck, sounds like a duck, acts like a duck, IT MAY NOT BE A DUCK...at this point i'm thinking about the disney movie, bolt, where the dog acts, thinks, behaves like a super dog, but he's just an ordinary dog. 

After we have created an impression of what we think we should see, we paint a world where we see the thing. 

How creative and convenient, yet so dangerous if we are not aware of our shortcomings :)

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