UNIT 4

Unit 4 - Design and Perception: How can I influence the way a design is perceived?

1. Gestalt Principles of Perception

a)   Similarity

Elements that are similar are perceived to be more related than elements that are dissimilar

b)   Common Fate

Elements that move in the same direction are perceived to be more related than elements that move in different directions or are stationary. 

For example: DK, CTF 1 chair

The arrangement of the chair is in a same direction.

c)   Figure/Ground

Elements are perceived as either figures (objects of focus) or ground (the rest of the perceptual field).

d)   Continuation

Elements arranged in a straight line or a smooth curve are perceived as a group, and are interpreted as being more related than elements not on the line or curve.

For example: Zip

e)    Symmetry

A property of visual equivalence among elements in a form. The picture below is the example of symmetry. The line at the middle separate the picture into two part which are left and right. But, the shape of left and right part is same but reflect.

f)   Closure

A tendency to perceive a set of individual elements as a single, recognizable pattern, rather than multiple, individual elements.

2. Orientation Sensitivity

The oblique effect is the ability to see more accurate when the line is horizontal or vertical better than the line are oblique.

a) Oblique Effect

The line orientation is more accurately and easily perceived if they are close to being vertical or horizontal lines.

The image of the clock on the left is easily read because numbers are separated by 30 degrees rather than the clock on the right where numbers are only separated by 15 degrees.

b) Pop Out Effect

The certain element that is different than the other, so we can quickly and easily to detected.

3. Consistency

Consistency is one of the basic principles that must be used when designing something. Object are easier to be used and learned when it is design using similar concepts and the way to be expresses are also in similar ways. There are four types of consistency that are always be used in design which are aesthetic, functional, internal and external.

Aesthetic consistency is the consistency of style and the appearance of the design. The style and the appearance is repeated in order to helps and enhance recognition, communication and sets emotional expectation. Aesthetic consistency builds a unique identity and makes it recognisable by the users once they see the design.

Functional consistency: traffic light

4. Proximity

Proximity is a concept where objects or items that are near each other are seen as a unit. The proximity concept is simple and it’s something that we can see in design every day. Proximity is really concerned with where items or objects are placed. Related information is usually placed closely together and formed a visual unit. In general, proximity concept is about organize information and group something in commons and separate which are don’t.

5. Threat Detection

*The ability to detect threatening stimuli is more quickly than non-threatening stimuli. 

- The design or things that are more attract than the other similar design.

- People will tend to detect the design or things that are threatening first faster than      non-threatening objects. 

Above is a poster are place beside the road. The main purpose people place this poster is to attract car driver to be careful when driving the car, so that the number of accident on the road can be reduce in future.

6. Interference Effects

Interference effect occurs when two or more cognitive process is in conflict with each other. Mental processes that compete with each other become slower and less accurate. A classic example is the Stroop Effect where the words of the color they represent and the colour of the word are conflicting with each other. The right part of the brain tries to read the color of the font but the left brain tends to read the word.

A classic example is the Stroop Effect where the words of the colour they represent and the colour of the word are conflicting with each other. The right part of the brain tries to read the colour of the font but the left brain tends to read the word.

Main Reference

Lidwell, W., Holden, K., & Butler, J., (2003). Universal principles of design: a cross-displinary reference. Massachusetts: Rockport Publisher.