Perceptual Grouping

Perceptual ability is our ability to make patterns out of what we see; even the information is not complete. A pattern can be based on the proximity of objects to each other: we would understand to people who are standing very close to each other as having some kind of relationship. Brand images typically and successfully place their product consistently next to another object to signify a close relationship between them. Ralph Lauren uses images of upper class society, horse riding sailing and exclusive hobbies to connote the message about his clothes via the proximity of two images. The sponsorship of events by brands is another form of proximity branding:  by a closely associating visa, Kodak or Guinness with a global sporting event, these brands are confirming their global nature to consumers.

Perceptual similarly is another type of Gestalt, where a brand portfolio might use the same pack, shape or color to signify their relationship, enabling consumers to pursue the brand collection this is also the way that the consumer pursue natural category of brand; by their visual proximity to each other.

In order to redefine a brand as a new category it may be necessary to break with current proximity to competitors. This type of brand group is held in the consumers mind as his or her perceptual set off possible brand choices. In order for a brand to be chosen it must already be part of the perceptual set of list in the consumers mind; idly it should be at the top of that list.

Perceptual continuity can help a brand to build a brand narrative across media types and overtime, consumers can build a flowing, continues pattern from the separate elements of a brand campaign. This has been particularly successful in television advertising. The Oxo brand ran an updating family story of many years providing a sense of continuity of the brand for their consumers.

Perceptual closure allows consumers to feel in the gaps between elements of a brand presentation, even if they have not witness all of them. The long running narrative of Nescafe Gold Blend advertising allows the consumer to pick up the story again, even half a year later. This is especially useful if the target audience is likely to have variable patterns of life or moment, such as shift workers mobile workers and frequent travelers.

The final element of Gestalt perception if common fate, the sense that similar group of brand has a similar trajectory in consumer culture overtime. This can include which groups of brands are going out of fashion at any one time, or which are just coming into fashion.