ANALISIS PRINSIP TEORI GESTALT PADA LOGO KUDAWARA PHARMACY

Abstract

Gestalt theory is a perceptual psychology approach that explains

how humans tend to perceive visual stimuli as unified wholes rather

than as separate elements. This perspective is particularly relevant in

graphic design, where the organization of visual elements influences

how messages are interpreted by the audience. The application of

Gestalt principles such as proximity, closure, and figure–ground

helps designers create clear and coherent visual communication,

while improper application may lead to visual ambiguity and

misinterpretation. Using a descriptive-analytical method supported

by literature review and a case study of the Kudawara Pharmacy

logo, this paper shows that weak implementation of Gestalt

principles can cause perceptual errors that affect message clarity

and brand image. Therefore, effective graphic design is not only a

matter of visual aesthetics, but also of understanding how human

perception works in interpreting visual elements.