خلاصة:
Aim & Background: 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 thealignment of the goal of visual communication and lasting impression on the audience’s minds, the application ofthese graphic design principles especially commercial billboards is essential. In recent years, we have been facedwith 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 ofperception in Tehran’s billboard graphic designs, it was evaluated the amount of Gestalt visual laws of perceptionin Tehran’s commercial billboards’ texts and graphical images in 2015-16. It was determined the most effectivegraphic design principles in billboard advertising and detected the relationship between Gestalt’s laws and theseprinciples that can be used in billboard graphic designs.Methods: In order to analyze the case samples, descriptive-analytic method was used based on Gestalt’s laws. Theresearch method is a theory test that was performed on 150 samples of Tehran’s commercial billboards in 2015-16. The data collection method was using written sources and scientific databases, analyzing and comparing thetopics with Delphi method.
Results & Conclusion: The research findings indicated that each of the laws has been used to some extent inTehran’s commercial billboards’ texts and graphic images in 2015-16. The most important of visual qualitiesand billboard graphic design principles have high reliability. Its Cronbach’s Alpha is 0.796. According to visualidentity, Gestalt’s laws and the graphic design principle’s definitions, all principles can be linked to a categoryof Gestalt’s laws. There is an interactive communication between them. Each law can benefit some of the designprinciples and vice versa.
ملخص الجهاز:
Study of Gestalt visual Laws of Perception Use in Billboard advertising’s Graphic Design Case Study: Tehran’s Commercial Billboards in 2015-16 Sahar Ettehadmohkam* Afsaneh Nazeri** Yaser Sobhanifard*** Salar Faramarzi**** Abstract Aim & Background: 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.
3 The Scientific Journal of NAZAR research center (Nrc) for Art, Architecture & Urbanism Introduction Billboard is one of the most impressive media in an advertising campaign which provides visual communication and lasting impact on the mind of the audience.
These laws are similarity (in shape, color, and size), proximity (by combining, overlap, touch, and close edge), continuity, closure, figure-ground, symmetry and inclusiveness (Wertheimer 1923: 308).
84 The Scientific Journal of NAZAR research center (Nrc) for Art, Architecture & Urbanism faculty of visual arts (graphic) in the field of study: Afshar Mohajer & Nemin Salimi (2009) in "The Use of the Gestalt Visual Cognition Theory in the Classroom Textbooks" describe the operation of each Gestalt’s laws of perception in the textbook.
/ The Scientific Journal of NAZAR research center (Nrc) for Art, Architecture & Urbanism 85 commercial billboards (texts, image and color) are listed in table1.
Regardless of the factors affecting billboards advertising and the importance of the audience’s visual perception in advertising’s visual presentation, according to the studies, the role of Gestalt visual laws of perceptions as a model in the billboard’s image and text design, and its relation to graphic design principles have not been mentioned.