The Tostitos logo is a very well designed logo. At first glance, it’s rounded which makes it definitely portray a friendly vibe. So, the first Gestalt principle it has is similarity. The logo is rounded throughout. In addition, the colors go very well together and also have some additional meaning relating to the product, tortilla chips (yellow) and salsa (red).
Next, the logo incorporates the use of proximity to show two people dipping a chip in salsa. This is clearly very related to the product. The proximity spells out the name of the product but also is able to smoothly pull off the two characters dipping the chip. This part of the logo could also be apart of the figure/ground principle. The two people dipping the chip is definitely an object impacted by the space around, specifically the white bordering of the letters.
The closure principle is also used in this logo. Even though the first T and the last S are out of the centered part of the logo, it is still viewed as a completed logo. This logo flows very well together as a whole. As you can see, this logo incorporates many of the Gestalt principles and has many hidden meanings throughout the logo.