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

UNIT 4: DESIGN AND PERCEPTION

1. Gestalt Principles of Perception

    Definition:

   Gestalt principles provides us with "best guess" predictions, which may not be accurate 100% of the time.

Gestalt principles consist of six laws:

                                                             (i) Law of Pragnanz

                                                             (ii) Law of Similarity

                                                             (iii) Law of Good Continuation

                                                             (iv) Law of Proximity

                                                             (v) Law of Familiarity

 1. Law of Pragnanz

A tendency to interpret ambiguous images as simple and complete, versus complex and incomplete.

   Example:

The icon we can perceived the complex and incomplete picture which may interpret as a few hands but with law of pragnance we will perceive it  into a simple and complete icon which is the word cup .

2.Law of similarity

 Similar things are grouped together. Elements that look similar will be perceived as part of the same form.
Example:

The number in this calculator are grouped together as it is perceived as same form. The operators are grouped together.

3.Law of good continuation

Connected points form a straight or smooth curving line.

Example:

                           

         

The circular alignment of the icon of the hose show a good continuation of a line.

4.Law of Proximity

Things that are closer together will be perceived as grouped together.
Example:

We will group the keyboard in different groups show in the picture because the keyboard that are closer together we will perceived as a group.

5.Familiarity

Things can be grouped if the group appear familiar or meaningful

Example:

Numbers on the number pad is grouped as together and it shows a meaning.

2. Orientation Sensitivity

     A phenomenon of visual processing in which certain line orientations are more quickly and easily processed and discriminated than other line orientations.

     Orientation Sensitivity is defined as individual's awareness towards visual processing of line orientations in horizontal or vertical orientations.

The oblique effect is the ability to more precisely to distinguish the line orientation that is near to the horizontal and vertical axis.
The pop out effect is a tendency of the element to be detected easily and quickly.

    Example:

              PICTURE 1                                                                 PICTURE 2

Human has greater consciousness towards gratings with horizontal or vertical orientations than oblique orientations. We find that it is easier for us to read horizontal words show in PICTURE 2 compared to vertical words in PICTURE 1. 

3. Consistency

    Definition:

    Consistency in design is making a element uniform which it look and behave in the same way.

    According to the principle of consistency, systems are more usable and learn-able when similar parts are expressed in similar ways.

There are four kinds of consistency which are aesthetic, functional, internal and external.

1. Aesthetic consistency

   This is refer to the consistency of style and appearance.

    Example:

              

 

With the different designs of door knob, round-shaped and level-shaped, we know that the round-shaped door knob can only be turned left or right, whereas the level-shaped door knob can only be pressed down. This is a consistency with the style and appearance, round shape is meant to be turned and level-shaped are meant to be pressed down.

  

2. Functional consistency 

This refer to to consistency of meaning and action.

Example:

The use of symbols for rewind, play, start and stop is consistent across many audio and video devices, and was only introduced for videocassettes. These symbols are now applied everywhere, helping people leverage what they already know to make new devices easy to use and learn.

3.Internal consistency

This is refer to the consistency with other elements in the system.(e.g., signs within a park are consistent with one another).

                                

This stop sign is an universal signboard which is consistent throughout the world. People all around the world will understand when they see this signboard.

4. External consistency

This refer to the consistency with other elements in the environment.(e.g., emergency alarms are consistent across different systems in a control room).

4. Proximity

    Definition:

     Proximity stated that elements that are close together are perceived to be more related than elements that are further apart.

    

    Example:

The button and the gas stove are closely related to each other. Thus, we will switch on the gas stove, which the button is underneath it.

5. Threatening Detection

    Definition:

     Threatening detection stated that we are conscious of threatening stimuli more quickly than non-threatening stimuli.

    

    Example:

    

When we look at the package of cigarette, we will be conscious to the negative effects of cigarette quickly as these effects act as a threatening stimuli.

6. Interference Effects

    Definition:

      Interference effects is a phenomenon which the competing mental processes causes slower and inaccurate mental processing.

    Example:

This traffic light will cause interference effect. There are two traffic lights which giving instruction for the same direction.  Drivers will get confused when they are on the middle land. They cant identify whether the red light is to stop turning or stop going. This effect causes drivers to process the information slower and inaccurate.