International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Case Study on Simplification Strategies of Logo Design from the Perspective of Gestalt Psychology

  • Cui Hongxiao (Department of Global Convergence, Kangwon National University) ;
  • Zhang Qingfeng (Department of Global Convergence, Kangwon National University) ;
  • Zhang Yu (Department of Global Convergence, Kangwon National University)
  • Received : 2024.03.19
  • Accepted : 2024.05.15
  • Published : 2024.06.30
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Abstract

This paper delves into the application of Gestalt psychology principles in logo design. It analyzes how these principles refine design elements to bolster the efficiency and impact of visual communication. Drawing from Gestalt psychology perspectives, the theoretical foundations and application methods of logo design simplification strategies are discussed. Through the analysis of Gestalt psychology effects in various types and styles of logo designs, this study compares the applicability and differences of logo design simplification strategies under different cultural and social contexts. Furthermore, it evaluates their role and value in enhancing the innovativeness and communicative impact of logo designs. The findings suggest that strategies informed by Gestalt psychology significantly improve the organization rules within logo designs, such as the relationship between figure and ground, proximity, similarity, and continuity. Thereby they enhance perceptual clarity, cognitive load, and aesthetic satisfaction. Moreover, these strategies promote creative thinking and problem-solving abilities in logo design. The results indicate that simplified design methods not only enhance aesthetic appeal but also improve the adaptability and recognizability of logos across different media and environments. This approach aligns with the minimalist and flat design trends of today's information age, meeting the evolving needs and aesthetic preferences of consumers.

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