poster

Gestalt is defined as the psychological science of form and shape recognition, which appeared in Germany in the first half of the 20th century. This theory states that the human brain uses this method to understand complex subjects that are made up of various components. Summarize the components in the form of a single subject and obtain a general understanding of that subject at first. This theory is presented based on how the eye organizes visual experiences, which has had an impact in various fields of science, philosophy, and art.

In this research, which was carried out in a descriptive-analytical method, and its information was collected in a library manner, and its subject is within the scope of the author's professional experience and education, three posters by the artist Masoud Najabati, which are related to the subject In this research, appropriateness was selected and the written and visual information of the posters was studied based on the Gestalt theory. The present article, which has been made with the aim of familiarizing and the performance of each of these principles in art, specifically in poster design, has answered this question that the organization of text and image based on the above theory in the posters in question has visual characteristics.

Gestalt perceptual rules are widely used in the graphic design of these posters, and this shows that the designer's mind was automatically and unconsciously involved in these perceptual rules when creating his work. Also, the results show that the graphic designers of the sample posters have consciously or unconsciously used each of the organizing principles of Gestalt rules of visual perception in the design and composition of the visual elements of the poster (image and text).

The results of this research show that the organization in of similarity. The law of proximity, the law of the principle of overlap, the law of the principle of continuity, the law of the principle of integration, the law of the principle of common destiny can be studied and evaluated, and by applying these principles, the process of visual perception is formed.

Organizations can opt to two approach in market orientation. Being market-driven and driving the market. In order to achieve their goals, organizations employ several marketing tools which advertisement is one the most influential. The aim of this paper is to study the degree of market orientation in printed advertisement in Iranian food industry. this study tries to investigate the factors of printed advertisement in Iranian food industry using coding to better understand the market orientation. The results show that, many companies don’t adhere to the market orientation features and need immediate changes in their strategies regarding their advertisements.  due to the nature of the study, sampling was the main limitations. In order to overcome this limitation, theoretical sampling was employed.  Marketing practitioners and managers can benefit from the results of this study in order to enrich their marketing efforts. Also this study can provide a model for marketing researchers to follow in their future researches to provide a more solid framework for Iranian marketing models.  Using qualitative methods, a less investigated subject is studied in this paper.