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Visual Communication
Bayu Indra Pratama
Perception Theory
ANN MARIE BARRY
Connie Malamed
Visual Language for Designers: Principles for Creating
Graphics that People Understand
Adapted from
&
How the brain enables the mind is the question to
be answered in the twenty-first century ?
—Michael Gazzaniga (1998, p. xii)
• motion
• edges of shapes
• color
• contour
• contrast
The Debate of Brain Mapping
• Nature
• Language
• Reason
• Vision
• Nurture
• Thought
• Emotion
• Memory
Memory
• age—the capabilities of working memory increase with maturity, but decrease
with age
• processing speed—the quicker an individual processes information the more
capability their working memory has
• distractibility—the less distraction the greater the capability of working
memory
• expertise—the greater the knowledge of a subject the more capability to
process information about that subject in working memoy
the eye is essentially a camera, passively recording an
objective external reality.
-Kepler
Audience’s Cognitive Characteristics
• Development level—You might categorize your audience as beginner, intermediate, or advanced
and design appropriately.
• Distractibility—Less distraction means more focus. Create designs that distract less.
• Visual literacy—The knowledge of symbols used and familiarity with convention of your audience
can help you decide which symbols to use.
• Motivation—The goals of your audience will help determine their motivation. More motivation
leads to more focus, which leads to a greater understanding of your message.
• Culture—Many cognitive skills are culturally based. Culture sets context for meaning and
interpretation. Think of the differences in how colors are interpreted across cultures.
• Reading skills—Better reading skills lead to better understanding of you visual hierarchy. This
affects how well people read captions, titles, decks, pull quotes, etc.
Implications for Design
• To enhance recognition
• To extend knowledge and reasoning
Eyes Tracking
3. perception theory
3. perception theory
3. perception theory
3. perception theory
3. perception theory
3. perception theory

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3. perception theory

  • 2. Perception Theory ANN MARIE BARRY Connie Malamed Visual Language for Designers: Principles for Creating Graphics that People Understand Adapted from &
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. How the brain enables the mind is the question to be answered in the twenty-first century ? —Michael Gazzaniga (1998, p. xii)
  • 9. • motion • edges of shapes • color • contour • contrast
  • 10.
  • 11. The Debate of Brain Mapping • Nature • Language • Reason • Vision • Nurture • Thought • Emotion • Memory
  • 12. Memory • age—the capabilities of working memory increase with maturity, but decrease with age • processing speed—the quicker an individual processes information the more capability their working memory has • distractibility—the less distraction the greater the capability of working memory • expertise—the greater the knowledge of a subject the more capability to process information about that subject in working memoy
  • 13. the eye is essentially a camera, passively recording an objective external reality. -Kepler
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Audience’s Cognitive Characteristics • Development level—You might categorize your audience as beginner, intermediate, or advanced and design appropriately. • Distractibility—Less distraction means more focus. Create designs that distract less. • Visual literacy—The knowledge of symbols used and familiarity with convention of your audience can help you decide which symbols to use. • Motivation—The goals of your audience will help determine their motivation. More motivation leads to more focus, which leads to a greater understanding of your message. • Culture—Many cognitive skills are culturally based. Culture sets context for meaning and interpretation. Think of the differences in how colors are interpreted across cultures. • Reading skills—Better reading skills lead to better understanding of you visual hierarchy. This affects how well people read captions, titles, decks, pull quotes, etc.
  • 21. Implications for Design • To enhance recognition • To extend knowledge and reasoning