From The Desk Of Marketing Mastery

Remember when you tried to bake cookies and ended up with one giant cookie because they all merged together?

That can be what your brand and funnels look like to prospects when you're not aware of the Gestalt principles.

Here's why: When we look at the world, our minds strive to make sense of what we see, and oftentime, it takes shortcuts.

The Gestalt principles describe the different ways our minds perceive order in the visual stimuli around us.

The Gestalt principles are a psychological framework that explains how our brain naturally groups elements together, recognizes patterns, and creates a coherent perception of our surroundings.

There are 10 primary Gestalt principles. Today we're going to look at:

Proximity and similarity.
Figure ground.
Closure.


Three ways you can leverage Gestalt Principles


1) Increase AOV with proximity and similarity
Grouping related information or products together can impact how users interact with your offer.

An example is grouping different products in the same visual, to make the user perceive them as part of the whole group.

An obvious example is where the brand proposes a complete outfit, rather than just a single piece of clothing.

You can apply this to any niche.

List all your products and see if you can bundle them so they accomplish all the outcomes your prospect desires.


2) Stand out using the figure ground effect
If you check the ads that Meta runs on its own platform, you'll see most of them follow the figure ground principle.

This effect describes how our mind tries to identify which part of an image is the figure or object, and which part is the background.

If you look at ads run by Meta on its own platform, they follow this principle.

Most of the real estate of the visual is background, with smaller elements in the center of the image that stand out.

With the plain background and the centralized elements, it's easier to first separate the ad creative from the rest of the Facebook and Instagram feed.


3) Make people scroll using the closure principle
This principle is similar to open loops. When an image is missing parts, the brain wants to complete what we see.

You can leverage this principle in the "above the fold" section of your landing pages.

Thank you for taking the time to read this insight.

Marketing Mastery