The Influence of the Dimensions.docx - The Influence of the Dimensions(Shape and Design on Consumer Choice The Gestalt Principles orchestrated by a

The Influence of the Dimensions.docx - The Influence of the...

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The Influence of the Dimensions (Shape and Design) on Consumer Choice The Gestalt Principles, orchestrated by a group of psychologists from Germany during the early 1900s, brings into perspective a theory that attempts to explain human perception with regard to dimensions. Gestalt is a psychological term coined to mean ‘unified whole’ (Spokane Falls Community College, 2013). These principles, commonly referred to as laws, bring together five elements; that of similarity, continuation, proximity, closure, and figure and ground, with the aim of explaining human tendency toward order, patterns and hierarchy. The five laws rarely operate in isolation and as such the human mind will perceive them simultaneously, sometimes combining two or more laws at a subconscious level while interpreting various levels of meanings of shapes and designs. The law of similarity dictates that human beings perceive that shapes and patterns that are similar form a group and can thus create a level of unification. Should, among these shapes and patterns, exist one that is unlike the rest, the mind perceives it as an ‘anomaly’. As such, a person would be drawn more to similarity as a result of the ‘order’ it
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