The Law of Closure developed by Gestalt Psychology states that we tend to seek out patterns even when they are not effectively presented to us. We basically complete incomplete shapes in order to rationalize the whole. This happens due to our cognitive need to make sense of the things around us.
This principle has been widely used in advertisements as it reduces the complexity of the information, encourages consumers to perceive the message in a more attractive way and makes the design more engaging.
The Law of Closure is the favourite for designing company logos as its simplicity allows consumers to quickly convey a brand’s identity but also it increases the likelihood of brand recall in the future. One of the most popular logos which uses this principle is the @wwf one. In fact, our brain completes the white shapes even if they’re not defined and see the beautiful panda, a symbol of all the endangered species.
Yes, the Law of Closure can be used in advertisements and logo design but can also be taken advantage of in the retail context, for example in retail merchandising or even better, in architecture and interior design. The law of closure can make the environment more engaging and therefore, also positively impact the individual’s overall experience.
Author: Alice Micheletti