3. perception theory

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Information about 3. perception theory

Published on March 12, 2014

Author: dunianyamaya

Source: slideshare.net

Visual Communication Bayu Indra Pratama

Perception Theory ANN 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

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