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