Category Archives: Gestalt theory

Absolutely Absolut


The old maxim “If it ain’t broke, don’t change it” holds true for Absolut vodka. Since 1980, the vodka manufacturer has been running essentially the same print advertising campaign where the ads in the campaign make sly reference to Absolut’s distinctive stubby neck and see-through label bottle with tongue-in-cheek variations to the two word tagline.

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Fortune Magazine employs Gestalt Principle of Closure for CEO of the Decade article

Gestalt Principles are used everywhere, we just have to open our eyes to see and recognise them. Leafing through the November 2009 issue of Fortune magazine, I came upon this enticing spread about Apple’s CEO Steve Jobs – voted CEO of the Decade – with an artwork portraiture by Megan Caponetto utilising the Principle of Closure. Photography was by Christopher Griffith.

The Principle of Closure:
When looking at a complex arrangement of individual elements, humans tend to first look for a single, recognizable pattern.

Or in simple words, the Principle of Closure applies when we tend to see complete figures even when part of the information is missing. Kind of frightening huh?

Okay, let’s see how effective this portrait engages the Principle of Closure: A close up of the portrait shows Apple hardware – various iPod cases, mouse, keyboards and cables against a black background.


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Illusions in Advertising: Gestalt

Gestalt Theory Principle: Proximity

Optical Camouflage – Understanding Figure/Ground Relationship

Optical Illusions


By Sara Wilson

Absolut is the third largest international spirits brand in the world, shipping to 125 different markets, and is known throughout the world as being a premium vodka. But this is largely due to more than 20 years of creative marketing.

With the recent launches of Absolut Generations and Absolut Next Generation, the brand is paying tribute to art — one very essential value that has helped define the brand for nearly two decades and began with Andy Warhol.

In 1985, Andy Warhol admired the Absolut bottle so much that he was inspired to create one of his own. Dramatic and colorful, his creation became known as “ABSOLUT WARHOL.” It also signified the beginning of a beautiful relationship between Absolut and more than 600 artists, each one attempting to capture the spirit and essence of the brand. Inspired by Warhol’s original creation, ABSOLUT ART exhibitions recently appeared in Paris, New York and Stockholm. Meanwhile, the vodka brand has become nearly synonymous with art.


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