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Cognitive Psychology in UX
@RizkHany
Wednesday, February 27, 13
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Why talk about CogSci?
• To understand human cognitive capabilities and limitations.
• To help us evaluate our designs & design patterns more meaningfully.
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Visual Perception
• Not just vision!
• Complex process that takes place along the eye-brain pathway and back.
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Visual Perception
• Bottom-up
• Top-down
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Bottom-up
• First stage: Low-level features
• Second stage: Patterns
• Third stage: Objects
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Top-down
• Task/goal oriented- Behavioral- Cognitive
• Constant linking and re-linking of visual and non-visual information.
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Patterns
• At this level:
- different elements become either linked or segregated- visual processing is at its highest
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The Gestalt Principles
• Gestalt can be translated as ‘shape’ or ‘form’
• The term refers to how visual input is perceived by human beings.
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The Gestalt Principles
• Gestalt theory describes how the mind organizes visual data.
• The stronger the clarity of form, the more effective the design.
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The law of Similarity
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The law of Proximity
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The law of Simplicity
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The law of Simplicity
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The law of figure-ground
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The law of Symmetry
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The law of Closure
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The law of Continuity
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Thank you!
get in touch @RizkHany
Wednesday, February 27, 13