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Cognitive Content Strategy

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Cognitive Content Strategy

  1. 1. Cognitive Content Strategy Two dimensions of cognitive style. by @TylerTate
  2. 2. Cognitive styles are the stable attitudes,preferences, and habitual strategies thatdetermine how an individual processesinformation.
  3. 3. HolistSerialist
  4. 4. Serialists are detail-oriented craftsmen.
  5. 5. Holists are big-picture visionaries.
  6. 6. Serialists spend on average 50% moretime, visit almost twice as many pages,and click 50% more links than holists.
  7. 7. Serialists spend on average 50% moretime, visit almost twice as many pages,and click 50% more links than holists.But, expert serialists are just as effective asexpert holists. The gap is between novices.
  8. 8. 1. Use microcopy to help novices become experts
  9. 9. HolistSerialist
  10. 10. HolistVerbaliser Imager Serialist
  11. 11. Dual Coding Theory: visual and verbalinformation are processed differently andalong distinct channels with the humanmind creating separate representations each.
  12. 12. 1. Use text and imagesA study by Mayer & Simms found a30% rise in effective problem solvingwhen verbal and visual instruction weregiven at the same time (compared withproviding one followed by the other).
  13. 13. 2. Visualise complex informationPresenting aggregate data in visual formhelps the user understand theinformation landscape more quickly andintuitively than could text.
  14. 14. 3. Use concrete language.“Concrete words, phrases, sentences,and texts have been found to be moreimageable, comprehensible, memorable,and interesting than abstract languageunits.” – Sadoski
  15. 15. 4. You should be as concise as possibleA study by Riding and Sadler-Smithfound that a 40% reduction in wordcount combined with greater use ofvisual illustrations improved student’stest scores from 67% to 82%.
  16. 16. HolistVerbaliser Imager Serialist
  17. 17. “There are some universal cognitive tasks thatare... so deep and profound that it isworthwhile to understand them in order todesign our displays in accord with those tasks.”– Edward Tufte
  18. 18. Cognitive Styles on UX Magazinehttp://uxmag.com/design/cognitive-stylesLearning Styles on Johnny Hollandhttp://johnnyholland.org/2011/06/16/learning-styles-the-cognitive-side-of-content/
  19. 19. Information Seeking on the Webby Kyung-Sun Kim (2001)http://tinyurl.com/kyungsunType of Instructional Material, CognitiveStyle and Learning Performanceby Riding & Sadler-Smith (1992)For Whom Is a Picture Worth a ThousandWords? by Mayer & Sims, 1994http://tinyurl.com/mayersims
  20. 20. Cognitive Content Strategy Two dimensions of cognitive style. by @TylerTate

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