PERCEPTUAL ORGANIZATION

Submitted To: Prof. Santosh Sood

PERCEPTUAL ORGANISATION
◦ The process of sensation and interpretation of the stimuli present in the
environment, as received by an individual is called Perception.
◦ It is about viewing and experiencing things which govern beliefs and
mindsets.
◦ Perceptual Selectivity defined as an integrated approach where different
psychological and physiological processes like mental state, clarity of
sensations and accuracy of sense organs are involved.
◦ Perceptual Organisation is a process that groups the visual elements so
that it is easy to determine the meaning of the visual as a whole.
◦ It allows individuals to make sense of the things that they see at a rapid pace.
 FACTORS AFFECTING PERCEPTUAL ORGANISATION

◦ PERCEPTUAL LEARNING
- Perceptual learning comes from experience. Human beings tend to put the onus of sensory inputs
and ignore others if they have received any special training. Ex: a professional painter, new born
recognising their mother.

◦ PERCEPTION OF SPACE
- As per this concept, the persons tends to see an object in the environment and perceive it in three
dimensions- height, width and distance.

◦ MENTAL SET
- Refers to the readiness of a human mind to receive sensory input. It’s is a type of expectancy that
keeps a person prepared with the right concentration and attention span. Ex: Arrival of metro by its
horn, temple in vicinity through bell sounds
 FACTORS AFFECTING PERCEPTUAL ORGANISATION
◦ MOTIVES & NEEDS
-  It is a proven fact that the motives and needs of a person will undoubtedly influence perception
levels. This is because, attention is sorely directed towards fulfilling wants and needs, and will enable to
see only those things that is required at that point.

◦ COGNITIVE STYLES
- A person processes any information differently from the other because every individual is different, and
their way of grasping things and situation is also different from the other person.
- Ex: An outgoing person have a healthy attention span as they are self confident and do not allow external
elements to interfere, disturb or manipulate their opinions or beliefs. They are governed by their personal
needs and wants.

EXTRASENSORY PERCEPTION: It is referred to as a way in which information is not received through

the senses. The perception that occurs without sensory stimulation is known as ESP (Extra Sensory
Perception), a.k.a, sixth-sense.
PRINCIPLES OF PERCEPTUAL
ORGANISATION

◦ 1. FIGURE AND GROUND:

◦ It states that the perceived objects stands out as separable

from their general background. Any stimuli that stands
apart from its environment, and contrasts against is more
likely to be noticed, and treated as a unified whole

◦ This depending on 2 factors: (a) External factors- related

to the stimuli (b) Internal Factors- related to the perceiver

◦ Learning, needs and motivation, personality make up,

attitudes etc. – all of these have a role to play in the
manner in which a person decides which stimuli are to be
perceived as figure and which as ground
 While placing their brands in a store, the packaging should
be such that the brand stands out against the many others
which should recede to the background
THE IMPLICATION
THAT A MARKETER While designing advertisements, it is essential that footage is
NEEDS TO DRAW given to the product and or brand rather than the
spokesperson (model, celebrity, expert etc.)
FROM THE
PRINCIPLE IS:
The target audience should be able to differentiate the
product image and the message as the figure, clearly distinct
from the scenery or the model, which will be the ground.
2. GROUPING
◦ People tend to group various stimuli together to see them as a
unified picture
◦ The basis of such grouping is –
i. Proximity of the stimuli
ii. Similarity amongst stimuli
◦ Proximity of the stimuli: The stimuli or the elements that stand
close to each other in some way are grouped together
◦ As the stimuli stand close to one another, people perceive them as
a group or pattern.
◦ For example, people sitting with each other in a classroom are
perceived to be a friendship group.
◦ Display of soaps in a shelf space gives an impression to the
consumer that all FMCGs will be placed together, and all the
various brands of soaps would be stocked there.
GROUPING- CONT’D

◦ Similarity amongst stimuli: Similar stimuli are grouped together

to extract meaning out of them

◦ Similarity may depend upon form, size, colour etc.

◦ Example- People rushing together to a store that announces a

discount, can be grouped together as price sensitive and deal-
prone
GROUPING- APPLICATION IN MARKETING
◦ Consumers perceive that products that are alike in
appearance and use, are related to each other.
◦ That is why the marketers of “me-too” products try and
copy the packaging of original brands.
◦ When marketers launch new brands, they should go for a
corporate name combined with individual product name
and have the brand logo.
◦ Consumers perceive the new brand to be related to the old
one, in terms of the fact that they share the same logo.
◦ The benefits associated with the original product get
translated to the newer product as well.
GROUPING- APPLICATION IN MARKETING
◦ Marketers should design their promotion messages in a manner that uses cues and
stimuli in proximity with the product.
◦ It is a tendency on the part of people to associate the cues with the product and see
them in totality.
◦ The result is that the positive feelings generated by one or few stimuli can be
translated to the rest in totality, to generate a positive outcome.
◦ The marketer must be careful in using stimuli that blend perfectly with the product.
 LAW OF CLOSURE
◦ When seeing a complex arrangement of elements, we
tend to look for a single, recognizable pattern.”
◦ The tendency of our mind to perceive incomplete shapes
as a whole figure
◦ We prefer complete shapes, so we automatically fill in
gaps between elements to perceive a complete image
◦ It’s the idea that our brain will fill in the missing parts of a
design or image to create a whole
◦ Closure can be thought of as the glue holding elements
together. It’s about the human tendency to seek and find
patterns
◦ In its simplest form, the principle of closure allows our eye
to follow something like a dotted line to its end
 LAW OF CLOSURE
◦ More complex applications are often seen in
logos, like that for the World Wildlife Fund
◦ Large chunks of the outline for the panda are
missing, but our brain has no problem filling
in the missing sections to see the whole
animal
◦ The key to closure is providing enough
information so the eye can fill in the rest
◦ If too much is missing, the elements will be
seen as separate parts instead of a whole. If
too much information is provided, there’s no
need for closure to occur
CLOSURE – BRAND LOGO
◦ In this logo, closure is achieved with negative white space, using the parts of the
uppercase E and the lowercase x to form the familiar forward-moving arrow.
◦ The designer experimented with many designs, eventually pulling the letters closer
and closer together until he saw the arrow forming between the e and x.
◦ This shows that experimenting with reduction in your designs, and looking for the
spaces in between, can yield fantastic results.
APPLICATION IN MARKETING
◦ Consumers watch an advertisement on TV. When they hear the
audio on TV, and hear the jingle, in their need for completion, they
can form mental images and replay the advertisement as is shown
on TV

◦ The principle of closure can be applied by a marketer to encourage

audience participation, which increases the chance people will
attend to the message

◦ Teaser elements may be used in advertisements, and the

consumers may be asked to fill up the gaps. This generates
consumer attention and involvement, interest and excitement
 PRINCIPAL OF SIMPLIFICATION
◦ Humans tend to simplify things to make it more understandable

◦ Subtract or delete the less relevant and give importance to the more important ones
to lessen the load.

◦ In marketing terms, a person who wants to buy a laptop and browses through
brochure s of different companies, and configuration, looks for the key words, rather
than reading the brochure sentence by sentence.

◦ The implication that a marketer needs to draw from the principle is that-

◦ The marketer should avoid a clutter of information

◦ Important inputs that needs to be provided to customer must be highlighted

in size, font and color.
Presented By: Group_4
Madhu PGSF1953
Shivika Saxena PGSF1943
Anmol Hindwani PGSF1907
Sakshi Srivastava PGSF1933
Versha Sharma PGSF1908
Saumya Dixit PGSF1939