• Journal of the Korea Fashion and Costume Design Association
• /
• v.18 no.3
• /
• pp.37-56
• /
• 2016

Gestalt psychology is a theory of psychology to organize separate stimuli perceived by people's vision to incorporate them into significant types, and this also is applied in terms of the brand awareness of consumers. This study considered which influence the Gestalt psychology theories have upon the fashion consumers' information processing in fashion advertisement. The results are as follows. The principles of the totality and the perceptual organization in the Gestalt psychology are allowing fashion consumers to perceive information through advertisement and to be capable of understanding it a little more easily and clearly in the process. As for the principle of totality, an integrated Gestalt was formed by combining the stimulant elements of fashion ads and the brand schema of consumers. The principles of figure and background that were part of the perceptual organization theory enabled the consumers to pay attention to, choose and focus on some of the objects of perception in an easier and faster way. The principle of perceptual grouping was used to draw attention from the consumers by simplifying the objects of perception and then by combining them or making them look complete. Therefore the more advanced application of the principles and laws of Gestalt psychology is expected to make fashion consumers' way of looking at ads more well balanced and positive in a more efficient and convincing manner.

• Archives of design research
• /
• v.19 no.5 s.67
• /
• pp.119-128
• /
• 2006

The scale of visual expression has expanded from freeze frame to motion picture as media have developed. Moving pictures such as animation, movies, TV CM and GUI become formative elements whose movement is necessary compared to freeze frame as apparent movement phenomenon and unit structure such as short and scene appear. Therefore, of formative elements such as a shape, color, space, size and movement, movement is importantly distinguished in the moving image. The expression and form of image as a relationship between the signified and signifier explained by Saussure are accepted as a sign by mutual complement even though they limit the content. This makes it possible to infer that the formal feature of movement participates in the message content. To verify this, the result of moving picture visual perception experiment based on the gestalt grouping principle result shows that 70-80 percent of subjects think that 'movement' is the important grouping clue in perception. Movement affects the maintenance of the context of message content in the communication process when the meaning structure of moving picture is analyzed based on the structural feature. The identity can be maintained with if there is a movement with similar directive point even if the color and shape of people, things and background are changed. Second, the clarity of the content is elevated by a distinguished object as a figure by movement. Third, it acts as a knowledge representation which can predict similar movement process of next information processing. Forth, movement gives the content consistency even though more than two scenes have fast switch and complicated editing structure like cross-cutting. Movement becomes a clue which can make grouping information input by visual perception reaction. Also, it gives the order to the visual expression which can be used improperly by formation of structural frame of image message and has the effectiveness which elevates the clarity of signification. Moving picture has discourse with several mixed unit structures because it fundamentally contains time and the common and distinguished expression is needed by media-mix circumstances. Therefore, by the application of gestalt grouping principle to moving picture field, movement becomes the more distinguished than other formative elements and affects the formation of meaning structure. This study propose a viewpoint that develops structural formative beauty and new image expression in the media image field.