The principle of proximity could be used as a part of a brand image development. This involves associating visuals which are appropriate to t he positioning of the brand with the brand name. ITC’s Classic brand of cigarette, a brand positioned to the upper strata of smoker, is associated with the game polo, which has an up market image. The logic is to associate a visual, which could elicit perception that will be favorable to the development of the brand image. This enables a consumer to compare the value aspect of the brand with other brands. It is interesting to note that this usage of the proximity principle has taken into consideration the other aspects of the value proposition ‘the honest shirt’ and a wide range of colours offered.
The product form (sachets) and the display of these sachets in millions of small outlets (including rural areas) have radically altered the perception of consumers of the product category. It is well within the reach of millions of middle –class consumers, and about sixty five per cent of the shampoo volume is realized through sachets. The proximity in this context is simply the association of the product/brands with small retail outlets.
Figure and Ground
The ‘figure and ground’ principle is yet another principle of perception which could be used for formulating advertisement copy. The distinguishing feature of this principle is that it emphasizes the point that creativity in marketing communication should not eclipse the message associated with the brand. Creativity through jingles, hum our, or graphics takes the role of ‘ground’ in the advertisement.