High-gestalt logos also produced stronger intention to visit than the symbols with mediumand low-gestalt attributes. The results reveal that high- and mediumgestalt logos elicited greater recognition to visit compared to their low-gestalt counterparts. An online survey of undergraduate students was conducted to determine the influence of these gestalt traits on recognition and people’s intention to visit the country being promoted. Two representative logos for each level were selected. Based on the scores, the logos were classified as having high, medium and low gestalt attributes. A total of 154 logos were collected from the websites of 116 countries, and were rated based on the degree to which six gestalt principles (similarity, proximity, continuity, figure-ground, closure, assimilation) were present in each. Lets explore each principle in detail: 1. Over 200 undergraduate students rated the logos in terms of whether the logo represented its country and if they would like to visit one day. These principles can help improve bounce rates, guide users through websites, and drive desired behaviors. Next, two graduate students with backgrounds in visual communication rated each logo according to six Gestalt principles: similarity, continuity, figure-ground, closure, assimilation, and proximity. This study sought to determine the influence of gestalt principles exhibited in destination logos on audience’s the extent to which they recognize the country based on its tourism icon and intention to visit a country. Although the exact number of Gestalt principles may vary, we will focus on 11 key principles that are commonly used in design.
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