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
overview• Self-intro  – Brain  – MRI/fMRI• Selected intro of fMRI studies related to  design (or value)  – Lesson: learn f...
Who am I?• I am a cognitive neuroscientist (aka. brain  scientist) interested in perception and the  application of neuroi...
Know thy brain• Understand a little bit of our brain  – 109 neurons  – ever-growing (but gradually slow)  – Plastic (adapt...
BrainTutor and BrainView
Know the MRI machine    • MRI vs. fMRI                             Functional MRI (fMRI) studiesMRI studies brain anatomy....
fMRI intro video
MRI vs. fMRIhigh resolution                    MRI                               fMRI             low resolution    (1 mm)...
First fMRI paper              Flickering Checkerboard   OFF (60 s) - ON (60 s) -OFF (60 s) - ON (60 s) - OFF (60 s)       ...
# of Publications                    The Continuing Rise of fMRI                           Year of Publication            ...
fMRI Setup
The Big MagnetVery strong      1 Tesla (T) = 10,000 Gauss      Earth’s magnetic field = 0.5 Gauss      3 Tesla = 3 x 10,00...
Metal is a Problem!           Source: www.howstuffworks.com                                                               ...
Questions?
Value encoding• Depending on the context, some items are  valuable than others?• Medial prefrontal/orbitofrontal cortex (O...
Price effect
Brand effect
Nytimes iPhone fMRI• Same as excitement (or the same as  seeing/hearing/holding love ones)• But it’s not sound at all!
好設計是讓人快樂的
2 examples(a) IRS to elementary schools
(b) working memory training and quit smoking
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
Thank you!
How does the_brain_encode_design_items_10_9_2012
How does the_brain_encode_design_items_10_9_2012
How does the_brain_encode_design_items_10_9_2012
How does the_brain_encode_design_items_10_9_2012
Upcoming SlideShare
Loading in …5
×

How does the_brain_encode_design_items_10_9_2012

589 views

Published on

123

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
589
On SlideShare
0
From Embeds
0
Number of Embeds
125
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 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
  • How does the_brain_encode_design_items_10_9_2012

    1. 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. 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. 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. 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. 5. BrainTutor and BrainView
    6. 6. Know the MRI machine • MRI vs. fMRI Functional MRI (fMRI) studiesMRI studies brain anatomy. brain function.
    7. 7. fMRI intro video
    8. 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. 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. 10. # of Publications The Continuing Rise of fMRI Year of Publication Done on Jan 13, 2012 2012 spring, fMRI: theory & practice
    11. 11. fMRI Setup
    12. 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. 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. 14. Questions?
    15. 15. Value encoding• Depending on the context, some items are valuable than others?• Medial prefrontal/orbitofrontal cortex (OFC)
    16. 16. Price effect
    17. 17. Brand effect
    18. 18. Nytimes iPhone fMRI• Same as excitement (or the same as seeing/hearing/holding love ones)• But it’s not sound at all!
    19. 19. 好設計是讓人快樂的
    20. 20. 2 examples(a) IRS to elementary schools
    21. 21. (b) working memory training and quit smoking
    22. 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. 23. Thank you!

    ×