3. perception theory
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Transcript of 3. perception theory
Visual CommunicationBayu Indra Pratama
Perception TheoryANN MARIE BARRY
Connie Malamed
Visual Language for Designers: Principles for Creating Graphics that People Understand
Adapted from
&
How the brain enables the mind is the question to be answered in the twenty-first century ?
—Michael Gazzaniga (1998, p. xii)
• motion
• edges of shapes
• color
• contour
• contrast
The Debate of Brain Mapping
• Nature
• Language
• Reason
• Vision
• Nurture
• Thought
• Emotion
• Memory
Memory
• age—the capabilities of working memory increase with maturity, but decrease with age
• processing speed—the quicker an individual processes information the more capability their working memory has
• distractibility—the less distraction the greater the capability of working memory
• expertise—the greater the knowledge of a subject the more capability to process information about that subject in working memoy
the eye is essentially a camera, passively recording an
objective external reality.
-Kepler
Audience’s Cognitive Characteristics
• Development level—You might categorize your audience as beginner, intermediate, or advanced and design appropriately.
• Distractibility—Less distraction means more focus. Create designs that distract less.
• Visual literacy—The knowledge of symbols used and familiarity with convention of your audience can help you decide which symbols to use.
• Motivation—The goals of your audience will help determine their motivation. More motivation leads to more focus, which leads to a greater understanding of your message.
• Culture—Many cognitive skills are culturally based. Culture sets context for meaning and interpretation. Think of the differences in how colors are interpreted across cultures.
• Reading skills—Better reading skills lead to better understanding of you visual hierarchy. This affects how well people read captions, titles, decks, pull quotes, etc.
Implications for Design
• To enhance recognition • To extend knowledge and reasoning
Eyes Tracking