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Cognitive Content Strategy
   Two dimensions of cognitive style.




            by @TylerTate
Cognitive styles are the stable attitudes,
preferences, and habitual strategies that
determine how an individual processes
information.
Holist




Serialist
Serialists are detail-oriented craftsmen.
Holists are big-picture visionaries.
Serialists spend on average 50% more
time, visit almost twice as many pages,
and click 50% more links than holists.
Serialists spend on average 50% more
time, visit almost twice as many pages,
and click 50% more links than holists.
But, expert serialists are just as effective as
expert holists. The gap is between novices.
1. Use microcopy to help novices
   become experts
Holist




Serialist
Holist




Verbaliser               Imager




             Serialist
Dual Coding Theory: visual and verbal
information are processed differently and
along distinct channels with the human
mind creating separate representations each.
1. Use text and images
A study by Mayer & Simms found a
30% rise in effective problem solving
when verbal and visual instruction were
given at the same time (compared with
providing one followed by the other).
2. Visualise complex information
Presenting aggregate data in visual form
helps the user understand the
information landscape more quickly and
intuitively than could text.
3. Use concrete language.
“Concrete words, phrases, sentences,
and texts have been found to be more
imageable, comprehensible, memorable,
and interesting than abstract language
units.” – Sadoski
4. You should be as concise as possible
A study by Riding and Sadler-Smith
found that a 40% reduction in word
count combined with greater use of
visual illustrations improved student’s
test scores from 67% to 82%.
Holist




Verbaliser               Imager




             Serialist
“There are some universal cognitive tasks that
are... so deep and profound that it is
worthwhile to understand them in order to
design our displays in accord with those tasks.”
– Edward Tufte
Cognitive Styles on UX Magazine
http://uxmag.com/design/cognitive-styles

Learning Styles on Johnny Holland
http://johnnyholland.org/2011/06/16/learning-
styles-the-cognitive-side-of-content/
Information Seeking on the Web
by Kyung-Sun Kim (2001)
http://tinyurl.com/kyungsun

Type of Instructional Material, Cognitive
Style and Learning Performance
by Riding & Sadler-Smith (1992)
For Whom Is a Picture Worth a Thousand
Words? by Mayer & Sims, 1994
http://tinyurl.com/mayersims
Cognitive Content Strategy
   Two dimensions of cognitive style.




            by @TylerTate

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Cognitive Content Strategy

  • 1. Cognitive Content Strategy Two dimensions of cognitive style. by @TylerTate
  • 2.
  • 3. Cognitive styles are the stable attitudes, preferences, and habitual strategies that determine how an individual processes information.
  • 4.
  • 6.
  • 7.
  • 9.
  • 10.
  • 11. Holists are big-picture visionaries.
  • 12. Serialists spend on average 50% more time, visit almost twice as many pages, and click 50% more links than holists.
  • 13. Serialists spend on average 50% more time, visit almost twice as many pages, and click 50% more links than holists. But, expert serialists are just as effective as expert holists. The gap is between novices.
  • 14. 1. Use microcopy to help novices become experts
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  • 21. Holist Verbaliser Imager Serialist
  • 22. Dual Coding Theory: visual and verbal information are processed differently and along distinct channels with the human mind creating separate representations each.
  • 23. 1. Use text and images A study by Mayer & Simms found a 30% rise in effective problem solving when verbal and visual instruction were given at the same time (compared with providing one followed by the other).
  • 24.
  • 25. 2. Visualise complex information Presenting aggregate data in visual form helps the user understand the information landscape more quickly and intuitively than could text.
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  • 27. 3. Use concrete language. “Concrete words, phrases, sentences, and texts have been found to be more imageable, comprehensible, memorable, and interesting than abstract language units.” – Sadoski
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  • 29. 4. You should be as concise as possible A study by Riding and Sadler-Smith found that a 40% reduction in word count combined with greater use of visual illustrations improved student’s test scores from 67% to 82%.
  • 30. Holist Verbaliser Imager Serialist
  • 31. “There are some universal cognitive tasks that are... so deep and profound that it is worthwhile to understand them in order to design our displays in accord with those tasks.” – Edward Tufte
  • 32. Cognitive Styles on UX Magazine http://uxmag.com/design/cognitive-styles Learning Styles on Johnny Holland http://johnnyholland.org/2011/06/16/learning- styles-the-cognitive-side-of-content/
  • 33. Information Seeking on the Web by Kyung-Sun Kim (2001) http://tinyurl.com/kyungsun Type of Instructional Material, Cognitive Style and Learning Performance by Riding & Sadler-Smith (1992) For Whom Is a Picture Worth a Thousand Words? by Mayer & Sims, 1994 http://tinyurl.com/mayersims
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  • 37. Cognitive Content Strategy Two dimensions of cognitive style. by @TylerTate