1. Qualifying Exam
Keta R Paulson
Fielding Graduate University

2. The Visual Display of
Information

5. States with Starbucks Coffee

6. Bart Schedule

7. Suicides From Golden Gate
Bridge

8. Cognitive Psychology
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9. QuickTimeª and a
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11. QuickTimeª and a
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Cognitive Overload

12. truck

14. Reducing Cognitive Load

15. Schema Acquisition

16. Reduce
Redundancy
Effect
Reduce
Split Attention
Effect

17. Social Cognitive Theory
Reciprocal Determinism

18. QuickTimeª and a
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Observational learning Personal Qualities
Rewards & Punishment

20. Information Design

21. “ You must present your
message in a way
that takes advantage of
the strengths of visual
perception while avoiding
its weaknesses, and in a
way that matches the
human thought process.”
Stephen Few (2006)

22. Closure
Continuity
Similarity Proximity

23. Tufte’s Principles of Design

24. Symbolism-Jung

25. Research Question
How does the visual
display of consumer
product labels lead to real
time choice?

28. “…to clear up confusion
about label information to
assist consumers in
maintaining healthy dietary
practices…
(NLEA, 1990)

30. Methodology

31. Survey Monkey

33. ‘Traffic Light Label’
Criteria for Nutrient Levels
Level Sugar Fat Sat Fat Salt
Per100 g
Over Over Over Over
High
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15g 2.0g 5g 1.5g
Between Between Between Between
Medium QuickTimeª and a
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5g-15g 3g-20g 1.5g-5g 0.3g-1.5g
5g 3g 1.5g 0.3g
Low
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Or Less Or Less Or Less Or Less

34. High QuickTimeª and a
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Med QuickTimeª and a
decompressor
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decompressor
are needed to see this picture.
Fat Sat Fat Sugar Salt
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decompressor
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35. High Med Low
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QuickTimeª and a
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are needed to see this picture. QuickTimeª and a
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are needed to see this picture.
Fat Sat Fat Sugar Salt
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decompressor QuickTimeª and a QuickTimeª and a
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36. Thank you
For Your Time…

37. REFERENCES
Baddeley, A.D. (2007).Working memory, thought,
and action. New York: Oxford University Press, Inc.
Few, S. (2006).. Information dashboard design: The effective visual
communication of data. Sebastopol, CA: O’Reilly Media, Inc.
Jung, C.G. (1969). Man and his symbols. London: Dell Publishing.
Nutrition Labeling and Education Act of 1990. Public Law No. 101-535, 104
Statute 2353 (1990).
Tufte, E. (2006). Beautiful Evidence. Chelsea: Graphics Press LLC.