UNIT 5

1.     Chunking

  Chunking is a strategy used to improve our memory performance. It is known as clustering principle. Chunking helps we to present the information or data in an easiest way for others to remember well and understand are trying to be present to them. Chunking is good to be used in a design concept because our working memory only can hold a limited amount of information and get overloaded easily by some excessive information that are usually not important to be remembered. Our brain can function and process the information much easier and faster when the information given is been organize and group together. Chunking usually used in order to remember a large number, for example phone number and something that is complex.

     For example: MAXIS topup

2.       Picture superiority Effect

     Concepts are stored in the brain as either verbally or image. Concrete concepts such as pictures are stored as both verbal and image. However, abstract object such as text are only stored verbally. Since pictures are concrete objects, therefore it is easier to store and recalling the information related with pictures.

   The picture above is the picture of "Kod Etika Pakaian" poster found in CAIS, UNIMAS. By just looking at the picture, the student will know that the actual dress code for UNIMAS’s students is similar with the examples shown in the picture. They will not have to read the explanation given in the poster line by line, because the picture tells everything.

 3.      Serial Position Effect

-  Combined two effect

a)  The primacy effect- recalling information after shifting information from short term memory to long term memory.

b)  The recency effect- recalling information immediately. As time goes by, recalling information could be difficult. It is easier to remember items at the beginning and at the end compared to the middle.

   The example that we have choose is the List of the best universities in Malaysia according to its rank.  It is easier to remember the first rank which is Universiti Malaya and it is also easy to remember the last rank which is Universiti Tun Abd Rahman compared to remembering the university in the 2nd to 17th rank.

4.       Operant Conditioning Effect

Type of learning in which human’s attitude is altered by its preceding circumstance and its effects. Reinforcement vs Punishment.

In the Purble place’s game, player must copy the exact shape, colour and decorations of the given cake ordered by pressing the arrow buttons. If the player is able to copy the exact characteristics of the cake, the player will win the game (reward) but if the player fails to do so, the player will lose the game (punishment).

5.       Forgiveness

The picture above was a screen shot picture taken when one of our group member wants to uninstall the foursquare application from her phone. The role of the confirmation box that appear when the user press the uninstall button is to avoid the user from making mistake. For example, if the user accidentally press the uninstall button without having no intention in uninstalling it, she can easily press the cancel button.

Main Reference

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