Perception (Part 5)

Perception Organization

The next sub-process in the perceptual process is referred to as perceptual organization.
After the input has been received from the selection stage and given attention to, the input/cue or the information is organized into a coherent form, so as to be able to extract meaning out of it in the next stage.
Thus, perceptual organization deals with what happens in the perceptual mechanism once the information from the environment is received.
Perceptional Organization could be understood using Gestalt principle.
Gestalt principle states that when we perceive a collection of objects, we will see objects close to each other as forming a group.

There are 4 principles in Organization Principle:-

The figure and ground principle states that any stimuli that stands apart from its environment, and contrasts against is more likely to be noticed, and treated as a unified whole. It would appear as a well defined figure, in the forefront, clearly contrasted against the ground.
In other words, the figure stands clearly against the background, or in contrast to the background, hence the term figure and ground.
The implication that a marketer needs to draw from the principle is that: –
- 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. Thus, the packaging design should be chosen very carefully.
- While designing advertisements, it is essential that footage is given to the product and or brand rather than the spokesperson (model, celebrity, expert etc.)

As per the grouping principle, people tend to group together the various stimuli so that they are seen as a unified picture or unified whole; the basis for such grouping is
1. Similarity amongst stimuli
2. Proximity of the stimuli

The stimuli or the elements that are similar to each other in some way are grouped together.
As the stimuli look similar to one another, people perceive them as a group or pattern. The human mind groups similar elements into collective entities, to extract meaning out of them.
The similarity might depend on form, color, size or any other characteristic of the stimuli.
For example, in an International Conference, people and their nationalities are often identified on the dress that they are wearing; all those dressed similarly are perceived to belong to the same country.
In marketing terms, people rushing together to a store that announces a discount, can be grouped together as price sensitive and deal-prone.
Or, products with a similar packaging are perceived to be the same. This accounts for the success of “me-too” products.

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.
The temporal proximity of the stimuli activates the human mind to perceive them as a collective entity. For example, people sitting with each other in a classroom are perceived to be a friendship group.