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How does the_brain_encode_design_items_10_9_2012

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  • 科技始終來自於人性: if this were right, what kind of human nature is necessary for human to understand
  • http://www.brainvoyager.com/products/braintutor.html http://itunes.apple.com/us/app/isurf-brainview/id381072423?mt=8
  • http://www.sciencefriday.com/video/05/02/2008/read-my-brain.html
  • http://www.ncbi.nlm.nih.gov/pubmed/15473974
  • http://sa.ylib.com/MagCont.aspx?Unit=prespective&id=1302
  • http://blog.ub.ac.id/novebkhoirula/files/2012/06/Aesthetic_package_design_A_behavioral_neural_and_psychological_investigation_2010.pdf
  • http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0021852
  • http://www.nytimes.com/2011/10/01/opinion/you-love-your-iphone-literally.html
  • http://mindhacks.com/2011/10/02/the-new-york-times-wees-itself-in-public/ http://www.russpoldrack.org/2011/10/nyt-editorial-fmri-complete-crap.html
  • http://www.youtube.com/watch?v=z-TgxeqaAfU&feature=relmfu http://www.youtube.com/watch?v=1ZbF6wryyh0
  • http://www.prweb.com/releases/2011/9/prweb8703631.htm
  • http://www.youtube.com/watch?v=fpspZICNJ3I&feature=relmfu
  • Transcript

    • 1. 從認知神經科學的角度看設計: howdoes the brain react to various designed items? 成大心理系 龔俊嘉 10/9/2012
    • 2. overview• Self-intro – Brain – MRI/fMRI• Selected intro of fMRI studies related to design (or value) – Lesson: learn from your surroundings – Read broadly, learn in every circumstances
    • 3. Who am I?• I am a cognitive neuroscientist (aka. brain scientist) interested in perception and the application of neuroimaging (fMRI) methodology• Collaborate with fellow scholars (especially social scientists)• Not a designer, but firmly believe that it’s also related to the brain
    • 4. Know thy brain• Understand a little bit of our brain – 109 neurons – ever-growing (but gradually slow) – Plastic (adaptation to environment, pressure, genetical variation, practice, etc)• Q: Could understand more about ourselves breed more innovative design?
    • 5. BrainTutor and BrainView
    • 6. Know the MRI machine • MRI vs. fMRI Functional MRI (fMRI) studiesMRI studies brain anatomy. brain function.
    • 7. fMRI intro video
    • 8. MRI vs. fMRIhigh resolution MRI fMRI low resolution (1 mm) (~3 mm but can be better) one image (~7 min) … fMRI many images (e.g., every 2 sec for 5 mins) Blood Oxygenation Level Dependent (BOLD) signal indirect measure of neural activity ↑ neural activity  ↑ blood oxygen  ↑ fMRI signal
    • 9. First fMRI paper Flickering Checkerboard OFF (60 s) - ON (60 s) -OFF (60 s) - ON (60 s) - OFF (60 s) Brain ActivitySource: Kwong et al., 1992 Time 
    • 10. # of Publications The Continuing Rise of fMRI Year of Publication Done on Jan 13, 2012 2012 spring, fMRI: theory & practice
    • 11. fMRI Setup
    • 12. The Big MagnetVery strong 1 Tesla (T) = 10,000 Gauss Earth’s magnetic field = 0.5 Gauss 3 Tesla = 3 x 10,000 ÷ 0.5 = 60,000X Earth’s magnetic fieldContinuously onMain field = B0 NCKU MRI center 3T (from Jan 2013) X 60,000 = B0 Source: www.spacedaily.com
    • 13. Metal is a Problem! Source: www.howstuffworks.com Source: http://www.simplyphysics.com/ flying_objects.html“Large ferromagnetic objects that were reported as having been drawn into the MR equipment include adefibrillator, a wheelchair, a respirator, ankle weights, an IV pole, a tool box, sand bags containing metalfilings, a vacuum cleaner, and mop buckets.”-Chaljub et al., (2001) AJR 2012 spring, fMRI: theory & practice
    • 14. Questions?
    • 15. Value encoding• Depending on the context, some items are valuable than others?• Medial prefrontal/orbitofrontal cortex (OFC)
    • 16. Price effect
    • 17. Brand effect
    • 18. Nytimes iPhone fMRI• Same as excitement (or the same as seeing/hearing/holding love ones)• But it’s not sound at all!
    • 19. 好設計是讓人快樂的
    • 20. 2 examples(a) IRS to elementary schools
    • 21. (b) working memory training and quit smoking
    • 22. Take home message• 別總是相信學校教的,老師說的,網路上 寫的,或是朋友 , FB, BBS 傳的 ( 雖然他們 也有參考價值 ) 。要逐漸培養自己的獨立思 考力。• 多閱讀,多想,多跟別人討論• 發揮橫向思考的聯結
    • 23. Thank you!

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