Brand Perception
July 25, 2009
Psychologically speaking, perception is the translations of the signals we are receive from all out sensory organs (eyes, skin, mouth, ears, nose) into neural signals that form patterns in our brain (signifiers). These then need to be process and translated into something that makes sense and as meaning for us (signified). It is this process of translating, interpreting and organizing our perceptions that allows us to understand and navigate our world. The way we organize these perceptions is based on experience, grouping and other techniques of pattern building.
Gestalt Perception, According to Kassin (1995), is the ability to understand a larger meaning than the some of the parts. It is the ability to see a pattern of dots but understand the shape and meaning they describe if we joined a dots to make a shape or word to organize. The key elements that help our Gestalt perception are figure and background, and grouping techniques.
Figure and Background
Figure and background refers to our perception of which objects or elements are more prominent in an image we look at. They are often universal, but can be personal as well; two people do not always understand the same meaning from a single image. They may be biased or drawn to focus on different elements of an image with different meanings.
Typically consumers are more drawn to intense, unusual, loud high-contrast, dynamic and starting elements. However, when the entire groups of competitive brands on a supermarket shelf are vivid and colorful, then a quieter approach may also prove successful. Often advertisements try to attract by aggressive images and sounds but they can get lost, merging with all the other advertisement. A successful counter-attack can be to present a single quite and thoughtful approach or a comedic approach against that visual pollution.
Alternatively, brand managers should try to ensure that the viewer or listener is directed towards one intended message rather than others that may lie embedded in the image or group of images. By picking the most relevant symbolic image that corresponds closes to the consumers’ expectations; the communication is likely to be easier an d more effective.
