Application Study of Gestalt Visual Perceptual Laws in Advertising Billboard Graphic Design

Aim & Gestalt theory is one of the most impressive theories in the field of visual arts that has focused on integrated vision of artwork and sketched specific visual laws of perception. On the other hand, due to the alignment of the goal of visual communication and lasting impression on the audience’s minds, the application of these graphic design principles especially commercial billboards is essential. In recent years, we have been faced with impressive billboard designs in Tehran, which apparently have no other purpose except a profound impact on the audience’s minds. In this regard, with the aim of studying the visual qualities and Gestalt visual laws of perception in Tehran’s billboard graphic designs, it was evaluated the amount of Gestalt visual laws of perception in Tehran’s commercial billboards’ texts and graphical images in 2015-16. It was determined the most effective graphic design principles in billboard advertising and detected the relationship between Gestalt’s laws and these principles that can be used in billboard graphic designs.
In order to analyze the case samples, descriptive-analytic method was used based on Gestalt’s laws. The research method is a theory test that was performed on 150 samples of Tehran’s commercial billboards in 201516. The data collection method was using written sources and scientific databases, analyzing and comparing the topics with Delphi method.
Results & The research findings indicated that each of the laws has been used to some extent in Tehran’s commercial billboards’ texts and graphic images in 2015-16. The most important of visual qualities and billboard graphic design principles have high reliability. Its Cronbach’s Alpha is 0.796. According to visual identity, Gestalt’s laws and the graphic design principle’s definitions, all principles can be linked to a category of Gestalt’s laws. There is an interactive communication between them. Each law can benefit some of the design principles and vice versa.