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Psychology & Message Design
Agenda <ul><li>Recap last lesson </li></ul><ul><li>Psychology & Message Design </li></ul><ul><ul><li>Perception </li></ul>...
Communication Model NOISE NOISE NOISE NOISE NOISE
Psychological Factors <ul><li>Perception </li></ul><ul><li>Motivation </li></ul>* I am not a psychologist
Motivation <ul><li>Variation and Curiosity </li></ul><ul><li>Relevance </li></ul><ul><li>Challenge Level </li></ul><ul><li...
Motivation: Challenge Level <ul><li>Flow </li></ul><ul><ul><li>Csikszentmihalyi </li></ul></ul>
Motivation <ul><li>Variation and Curiosity </li></ul><ul><li>Relevance </li></ul><ul><li>Challenge Level </li></ul><ul><li...
Perception <ul><li>Preattentive (subconscious)‏ </li></ul><ul><li>Selection and organization </li></ul><ul><li>Interpretat...
Pre-attentive <ul><li>Assemble images in our mind without realizing it. </li></ul><ul><li>Figure-ground distinctions </li>...
Scream out the first thing you see
example
example 2
example 3
Emergent properties <ul><li>Arrow & triangle </li></ul><ul><li>Really just three lines </li></ul>
Selection and Organization <ul><li>Contrast </li></ul><ul><li>Structure  </li></ul><ul><ul><li>Top to bottom/left to right...
Chunking Example ABCNBCIBM Easy to chunk GXWAMMEMP Harder to chunk
Interpretation <ul><li>Biggest enemy </li></ul><ul><li>Affected by internal representations vs what the designer was sayin...
Personal Prototypes Example
Advance Organizer <ul><li>Puts messages in context </li></ul><ul><li>“ scaffolding” </li></ul>
Advance Organizer Example <ul><li>Eagles </li></ul><ul><ul><ul><li>Physical Appearance </li></ul></ul></ul><ul><ul><ul><li...
Personal Prototypes Example 2
Domains of Learning <ul><li>Verbal </li></ul><ul><li>Intellectual </li></ul><ul><li>Cognitive Strategies </li></ul><ul><li...
Our Domains <ul><li>Cognitive </li></ul><ul><li>Affective </li></ul><ul><li>Psychomotor </li></ul>
End of Psychology & Message Design
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Week02 presentation

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Transcript of "Week02 presentation"

  1. 1. Psychology & Message Design
  2. 2. Agenda <ul><li>Recap last lesson </li></ul><ul><li>Psychology & Message Design </li></ul><ul><ul><li>Perception </li></ul></ul><ul><ul><li>Motivation </li></ul></ul><ul><li>Domains of Learning </li></ul><ul><li>Exercises </li></ul>
  3. 3. Communication Model NOISE NOISE NOISE NOISE NOISE
  4. 4. Psychological Factors <ul><li>Perception </li></ul><ul><li>Motivation </li></ul>* I am not a psychologist
  5. 5. Motivation <ul><li>Variation and Curiosity </li></ul><ul><li>Relevance </li></ul><ul><li>Challenge Level </li></ul><ul><li>Positive Outcomes </li></ul>
  6. 6. Motivation: Challenge Level <ul><li>Flow </li></ul><ul><ul><li>Csikszentmihalyi </li></ul></ul>
  7. 7. Motivation <ul><li>Variation and Curiosity </li></ul><ul><li>Relevance </li></ul><ul><li>Challenge Level </li></ul><ul><li>Positive Outcomes </li></ul>
  8. 8. Perception <ul><li>Preattentive (subconscious)‏ </li></ul><ul><li>Selection and organization </li></ul><ul><li>Interpretation </li></ul>
  9. 9. Pre-attentive <ul><li>Assemble images in our mind without realizing it. </li></ul><ul><li>Figure-ground distinctions </li></ul><ul><li>Group objects subconsciously. </li></ul><ul><li>Need to be careful as designers. </li></ul>
  10. 10. Scream out the first thing you see
  11. 11. example
  12. 12. example 2
  13. 13. example 3
  14. 14. Emergent properties <ul><li>Arrow & triangle </li></ul><ul><li>Really just three lines </li></ul>
  15. 15. Selection and Organization <ul><li>Contrast </li></ul><ul><li>Structure </li></ul><ul><ul><li>Top to bottom/left to right (West)‏ </li></ul></ul><ul><li>Chunking </li></ul>
  16. 16. Chunking Example ABCNBCIBM Easy to chunk GXWAMMEMP Harder to chunk
  17. 17. Interpretation <ul><li>Biggest enemy </li></ul><ul><li>Affected by internal representations vs what the designer was saying - Personal Prototypes </li></ul>
  18. 18. Personal Prototypes Example
  19. 19. Advance Organizer <ul><li>Puts messages in context </li></ul><ul><li>“ scaffolding” </li></ul>
  20. 20. Advance Organizer Example <ul><li>Eagles </li></ul><ul><ul><ul><li>Physical Appearance </li></ul></ul></ul><ul><ul><ul><li>Weight </li></ul></ul></ul><ul><ul><ul><li>Diet of their prey </li></ul></ul></ul>
  21. 21. Personal Prototypes Example 2
  22. 22. Domains of Learning <ul><li>Verbal </li></ul><ul><li>Intellectual </li></ul><ul><li>Cognitive Strategies </li></ul><ul><li>Affective </li></ul><ul><li>Psychomotor </li></ul>
  23. 23. Our Domains <ul><li>Cognitive </li></ul><ul><li>Affective </li></ul><ul><li>Psychomotor </li></ul>
  24. 24. End of Psychology & Message Design
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