Forms of communication surround us and are present all around us. Using various methods and elements, messages are constantly exchanged between sender and receiver. With the aim of conveying the message as accurately as possible, different methods of verbal and non-verbal communication form different elements of the message, which must be viewed in their entirety, not as separate elements, but as a complete picture, that is, the message that these elements describe. The goal of this paper is to define the various principles of Gestalt psychology that guide us as to how the mind interprets different separate communication elements, how it connects them in mutual action and how it groups them into meaningful units. In the paper, we will also investigate various aspects of perceptual stimuli and their influence on the understanding of the content communicated to us. Visual communication in today's marketing will be approached with special emphasis and with gestalt psychology in mind. In the same way, we will process the communication messages of two fine artists who, in different ways, include gestalt principles in communicating their artistic messages to the audience.