AN APPRAISAL OF THE USE OF GESTALT PRINCIPLES IN LOGOGRAPHIC COMMUNICATION AMONG SELECT GRAPHIC ARTISTS IN A NIGERIAN URBAN CITY

Abstract

This paper appraised the use of Gestalt design principles in logo graphics communication, in recognition of the role logos play in image-making and the identity of companies, businesses and brands. When a new business is planned, the need to find a logo designer who can come up with a creative and exclusive business logo arises. Elegance, creativity and excellence of design help business logos to give unlimited boost to organizations. Against this backdrop, the purpose of this study was to ascertain the use of the Gestalt principles by logographic artists in select business areas in Awka urban. We asked, how aware are logographic artists of Gestalt principles and whether they applied these principles in their logo designs. The Gestalt principles of design were employed as the yardstick for this study. Data were collected from a selected number of logographic artists in Awka Urban, Anambra state, using IDIs (In- depth interviews), from the business areas in town. The major findings of this study suggested that more than two- third of the artists studied were aware of the Gestalt principles but were not so keen in applying them to their designs due to the dictates of client’s choice and satisfaction