Cognition & Design

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Colours

Colour acts as the main role to make a design with the help of colour wheel tool. Colour helps to attract attention. Colour also plays main role to enhance the aesthetic part of the product which mean the combination of colour that been used in the design make it more visually interesting. However, if it is applied incorrectly, colour might harm the form and function the design itself. Therefore, we have listed 3 main rules for a good design in colour perspective.

1) Number of Colours

use color conservatively
use color purposely to attract attention
don't rely on color alone, use other attention
consider the color blindness

2 ) Colour Combination

Must use appropriate combinations of colors
Combining colour by using adjacent colour on the colour wheel, opposing colour on the colour wheel, colours at the corners of symmetrical polygon in the colour wheel or colour combined found in nature.
For instance;
Use warmer colours for foreground elements and cooler colours for background elements.

3 ) Saturation:

Using saturated colour when attracting attention.
Using de-saturated colour when performance and efficiency.
Bright colours usually perceived as professional and friendly.
Dark colours usually perceived as professional and serious.
Saturated colours usually perceived as exciting and dynamic.

Be cautious when combining saturated colour as they can interfere with each other and causes eye fatigue to increase.

Gestalt Principle of Perception

The gestalt theorist was the first group of psychologist to systematically study perception organization around the 1920, in Germany. The Principle of Gestalt describes how people organize visual elements into-groups or unified wholes when certain principles are applied.

It subsists of five principles:

Similarity

This principle identify a design which share visual characteristics such as shape, size, colour, texture, value or orientation will be seen as belonging together.

Picture above shows the similarity of the pattern, shape, size and the colour. It is to make sure the building is well build and have the same stability.

Continuation

This principle refers to when the learner's eyes are compelled to move through an object and continue to another object connected points from a straight line or a curving line.

Closure

This principal refers to objects that are grouped together are seen as a whole. Learners often see the object as a complete figure even though there are parts which are missing.

Picture above shows the AIRFORCE word isn't complete beacause the letter "O" is not there, but we understand the symbol it does represent the letter of "O" because we already familiar with this pattern in our life. .

Proximity

This principal refers to objects which are near to each other will be grouped together as one.

Picture shows the keypad that close together and it is related to each others. Keypad on this remote will be use for changing the channel or sending command to the Astro recorder. Each button at keypad has different letter or number but it is related to each others.

Figure and Ground

This principal describes the tendency of similar objects {figure} are contrasted with the non-similar objects {background} to give an impression of a whole.

Picture above shows that, the ice cream {figure} does bring out the main purpose of this advertising despite the background.

Consistency

Consistency

Consistency is when designing interfaces to have similar operations and use similar elements for achieving similar task.

In consistency, the systems are usable and learn-able when similar concepts are expresses in similar ways. Consistency also enables people to quickly transfer prior knowledge to new contexts and focus on relevant tasks.

There are 4 types of consistency:

1. Aesthetics

2. Functional

3. Internal

4. External

Aesthetics

Figure 4.4.1 : NIVEA products

Figure 4.1.2: watson products

1.The style and appearance is repeated and consistence to enhance recognition and communicates membership.

2.For example, NIVEA and watson logo, font and graphic is still same even for different use.

Functional

Figure 4.1.3:electrical fan regulator

The meaning and action are consistent to improve learnability and understanding. For example, the fan speed sign switch on Figure 4.1.3 shows that if the number of regulator is increase, the speed of spinning electical fan also increase.

Internal

Figure 4.1.4:road sign

1. Consistency with other elements in the design.

2. Have a sense of orientation and trust that indicates design is well thought out and planned.

3. For example, the road signage. The red colour on signboard is used to warn user with vehicle cannot enter the place.

External

Figure 4.1.5: PC

Figure 4.1.5: LCD

1. Consistent with other elements in the elements in the environment

2. Extends the benefit of internal consistencies across multiple, independent design.

3. More difficult to achieve because the different systems rarely observed the same design standards.

The Figure 4.1.5 is consistent with elements on Figure 4.1.5. They are consistent in term of interface of software which is both useful for user. However, Figure 4.1.5 which is LCD projector interface of software extends the benefit for user because the interface is more widely and can make user see the interface of software very clearly and vividly.

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Colours

Gestalt Principle of Perception

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