Perception: Recognition of Grouping Patterns in Trademarks Based on the Gestalt Psychology
Hiromsa, Koji, Tadanobu, Haruhiko, and Yoshimasa (2009) Recognition of Grouping Patterns in Trademarks Based on the Gestalt Psychology vol. 92(p.848-853)
The topic of this article is perception and patterns of grouping and recognition in known trademarks which the Gestalt principle is incorporated. The research question of this article I believe to be is that 1) whether or not there is a relationship between trademark designs and basics shapes and 2) If there is such a similarity, can it be perceived by humans that multiple trademarks can be conceived as one due to same basic design, proximity or shape. In this experiment, 104 participants were given a survey with approximately 75 images that were being tested. These images were fixed in such a way that the participants had to recognize a pattern of some sort in regards to closeness, basic shape design, pattern continuation etc. The findings for this experiment were that a large percentage (over 75%) of trademarks had a high similarity and may be recognized through basic shape, closeness etc.