Fundamentals of visual communication unit iii
- 2. Perception Perception includes the five senses; touch, sight, sound, smell, and taste. It also includes what is known as proprioception, a set of senses involving the ability to detect changes in body positions and movements. It also involves the cognitive processes required to process information, such as recognizing the face of a friend or detecting a familiar scent. Learn more about how we go from detecting stimuli in the environment to actually taking action based on that information.
- 3. Perception Definition Perception is the sensory experience of the world. It involves both recognizing environmental stimuli and actions in response to these stimuli. Through the perceptual process, we gain information about the properties and elements of the environment that are critical to our survival.
- 4. Perception Concept Perception is another most important aspect of life of organization. Many problems of the organisation and that of its members may be traced to the distortion in perception. Perception means the ability to perceive i.e. understanding or knowledge, mental grasp of qualities by means of senses or awareness.
- 6. Visual Perception Visual perception is the brain's ability to receive, interpret, and act upon visual stimuli. Perception is based on the following seven elements: 1.Visual discrimination The ability to distinguish one shape from another. 2.Visual memory The ability to remember a specific form when removed from your visual field. 3.Visual-spatial relationships The ability to recognize forms that are the same but may be in a different spatial orientation. 4.Visual form constancy The ability to discern similar forms that may be different in size, color, or spatial orientation and to consistently match the similar forms. 5.Visual sequential memory The ability to recall two to seven items in sequence with vision occluded. 6.Visual figure/ground The ability to discern discrete forms when camouflaged or partially hidden. 7.Visual closure The ability to recognize familiar forms that are only partially completed.
- 7. Graphical perception Graphical perception is the visual decoding of the quantitative and qualitative information encoded on graphs. Recent investigations have uncovered basic principles of human graphical perception that have important implications for the display of data. The computer graphics revolution has stimulated the invention of many graphical methods for analyzing and presenting scientific data, such as box plots, two-tiered error bars, scatterplot smoothing, dot charts, and graphing on a log base 2 scale.
- 8. Concept of Visual Perception Visual perception is the ability to perceive our surroundings through the light that enters our eyes. ... Within the retina, there is a layer of photoreceptor (light-receiving) cells which are designed to change light into a series of electrochemical signals to be transmitted to the brain.
- 9. Illusions Illusions trick us into perceiving something differently than it actually exists, so what we see does not correspond to physical reality. Hence, the word illusion comes from the Latin verb illudere meaning, "to mock." In addition, some illusions show us one thing in a picture, while someone else sees something entirely different in the same picture.
- 10. Types of Illusions visual illusions visual illusions, are defined by “the dissociation between the physical reality and the subjective perception of an object or event.” When we experience an optical illusion, we often see something that is not there or fail to see something that is there.
- 11. Perspective illusion Perspective is an important feature of visual perception. ... Far away objects project onto smaller retinal images and are thus seen as smaller than those near by. Inversely, same size objects may appear as different if placed on a persective drawing.
- 12. Geometrical-optical illusions Geometrical-optical illusions are visual illusions, also optical illusions, in which the geometrical properties of what is seen differ from those of the corresponding objects in the visual field. Geometrical-optical illusions then relate in the first instance to object characteristics as defined by geometry. Though vision is three-dimensional, in many situations depth can be factored out and attention concentrated on a simple view of a two- dimensional tablet with its x and y co-ordinates.'
- 13. Colour illusions Colour illusions are images where the object's surrounding colours trick the eye into incorrectly interpreting the colour. ... This light hits the retina in the back of the eye where pigments shoot signals to the part of the brain that processes these signals into an image.
- 14. Irradiation Illusion The irradiation illusion is an illusion of visual perception in which a light area of the visual field looks larger than an otherwise identical dark area. It was named by Hermann von Helmholtz around 1867 but the illusion was familiar to scientists long before then; Galileo mentions it in his Dialogue Concerning the Two Chief World Systems. It arises partly from scattering of light inside the eye. This has the effect of enlarging the image of a light area on the retina.
- 15. Gregory’s theory- Sensory information Gregory’s theory- Sensory information Gregory believed that we construct our own perceptions by combining the perceptual information received by the eye (direct data) with stored knowledge in the brain. Therefore, perception is indirect because it relies on the addition of this stored knowledge. In order to receive information from the environment we are equipped with sense organs e.g. eye, ear, and nose. Each sense organ is part of a sensory system which receives sensory inputs and transmits sensory information to the brain.
- 16. Psychologists distinguish between two types of processes in perception: bottom-up processing and top-down processing. Bottom-up processing is also known as data-driven processing, because perception begins with the stimulus itself. Processing is carried out in one direction from the retina to the visual cortex, with each successive stage in the visual pathway carrying out ever more complex analysis of the input.
- 17. Top-down processing refers to the use of contextual information in pattern recognition. For example, understanding difficult handwriting is easier when reading complete sentences than when reading single and isolated words. This is because the meaning of the surrounding words provide a context to aid understanding.
- 18. Short-term memory Short-term memory A system for temporarily storing and managing information required to carry out complex cognitive tasks such as learning, reasoning, and comprehension. Short-term memory is involved in the selection, initiation, and termination of information- processing functions such as encoding, storing, and retrieving data.
- 19. Long-term memory Long-term memory refers to the storage of information over an extended period. If you can remember something that happened more than just a few moments ago, whether it occurred just hours ago or decades earlier, then it is a long-term memory. Some important things to know about long-term memory.
- 20. Gibson’s Theory of Direct Perception Gibson’s theory is a highly ecologically valid theory as it puts perception back into the real world. A large number of applications can be applied in terms of his theory e.g. training pilots, runway markings and road markings. It’s an excellent explanation for perception when viewing conditions are clear. Gibson’s theory also highlights the richness of information in optic array and provides an account of perception in animals, babies and humans. His theory is reductionist as it seeks to explain perception solely in terms of the environment. There is strong evidence to show that the brain and long term memory can influence perception. In this case, it could be said that Gregory’s theory is far more plausible. Gibson’s theory also only supports one side of the nature debate, that being the nature side. Again, Gregory’s theory is far more plausible as it suggests that what we see with our eyes is not enough and we use knowledge already stored in our brain, supporting both sides of the debate.( Visual Illusions)
- 21. Optical flow or optic flow is the pattern of apparent motion of objects, surfaces, and edges in a visual scene caused by the relative motion between an observer and a scene. Optical flow can also be defined as the distribution of apparent velocities of movement of brightness pattern in an image. The concept of optical flow was introduced by the American psychologist James J. Gibson in the 1940s to describe the visual stimulus provided to animals moving through the world. Gibson stressed the importance of optic flow for affordance perception, the ability to discern possibilities for action within the environment. Followers of Gibson and his ecological approach to psychology have further demonstrated the role of the optical flow stimulus for the perception of movement by the observer in the world; perception of the shape, distance and movement of objects in the world; and the control of locomotion.
- 22. Gestalt Theory Gestalt theory emphasizes that the whole of anything is greater than its parts. That is, the attributes of the whole are not deducible from analysis of the parts in isolation. The word Gestalt is used in modern German to mean the way a thing has been “placed,” or “put together.” There is no exact equivalent in English. “Form” and “shape” are the usual translations; in psychology the word is often interpreted as “pattern” or “configuration.” Gestalt theory originated in Austria and Germany as a reaction against the associationist and structural schools’ atomistic orientation
- 23. Gestalt Principles Gestalt Principles are principles/laws of human perception that describe how humans group similar elements, recognize patterns and simplify complex images when we perceive objects. Designers use the principles to organize content on websites and other interfaces so it is aesthetically pleasing and easy to understand. Gestalt Principles are an essential part of visual design.
- 24. Similarity Principle of similarity states that we tend to perceive things that physically resemble each other as a part of the same object. There may be a similarity in any one of them; colour, shape, texture, or any other element. Let’s see the examples of the principle of similarity. In the logos of NBC, Panda Security Touts, and Sun Microsystems, objects and patterns have similar visual characteristics, though they are not identical in colour, shape, or size. In the logo of Panda Security Touts, logomark is perfectly linked with the wordmark. Similarly, in the logo for NBC, all the leaves are of different colours but are perceived as similar and in the group because of their same shape
- 25. Continuity The Principle of Continuity states that whenever our eyes begin to follow something, they will continue to travel in that direction until they encounter another object. The eyes create momentum as they are compelled to move through one object and continue to another. Let’s check the examples of Continuity. The logos of Amazon, Proquest, USA Network, and Coca Cola follow the continuation principle of Gestalt. In the logo of Amazon, there is an arrow starting from A and ending at Z which depicts that Amazon has everything from A to Z. Similarly, in the logo of the famous soft- drink brand, Coca Cola, our eyes follow the “C” from Coca to Cola, beginning from the “C” in the word Cola through L and A. These types of visual aids help our eyes to follow an upcoming object.
- 26. Closure (Reification) We prefer complete shapes, so we automatically fill in gaps between elements to perceive a complete image. That’s how we can see the whole first. You can apply closure in all sorts of imaginative ways to win users’ admiration and trust when they recognize pleasing “wholes” in cleverly placed elements, be they lines, dots or shapes (e.g., segments of a picture). Iconic logos such as IBM’s and the World Wildlife Fund’s are examples of applied closure—IBM’s comprising blue horizontal lines arranged in three stacks; the WWF’s consisting of a cluster of black shapes set against a white background to reveal the familiar form of a panda. .
- 27. Common Region: We group elements that are in the same closed region. You include related objects in the same closed area to show they stand apart from other groups. You can see this principle applied in Facebook, for example, where likes, comments and other interactions appear within the boundaries of one post and so stand apart from others.
- 28. Figure/Ground (Multi-stability): We dislike uncertainty, so we look for solid, stable items. Unless an image is ambiguous—like Rubin’s Vase, below—we see its foreground first. You can apply figure/ground in many ways, but chiefly to contrast elements: for example, light text (i.e., figure) from a dark background (i.e., ground). When you use figure/ground well, alongside other considerations such as a careful application of color theory, you’ll help guide users in their tasks and lessen their cognitive load.
- 29. Proximity (Emergence): We group closer-together elements, separating them from those farther apart. So, when you cluster individual elements into one area or group on your design, users will recognize it as one entity standing distinct from anything else on-screen. An example of proximity in design is the Girl Scouts logo, with its three faces clustered in profile (two green, one white).