![]() ![]() Their perspective was in direct contrast to the structuralist orientation popular in psychology at the time. Gestalt theory was formulated by Max Wertheimer, Wolfgang Kohler, and Kurt Koffka.These principles are summarized with the well-known saying, “the whole is greater than the sum of its parts.”.They outline how complex images, which contain lots of individual elements, are interpreted in the mind as a whole image. There are several other principles that identify how perceptual processing occurs.The others are: proximity, continuity, connectedness, and closure. The law of similarity is one of five laws or principles in gestalt theory that identify how perceptual processing occurs.Television and digital media advertising often display information about product features in one color, and special offers and discounts in another.When designing a menu, different food options are in one color, while different beverage options are in a different color.This makes it easy for the players to identify who they can run into and who they can’t. While most players on a soccer team wear the same color jersey, the goalkeeper always wears a different color. ![]() This way, the locals can tell they are together and won’t try to hit on them.
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