Cognition & Design

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Picture Superiority effect

Pictures are remembered better than words. They are more easily recognized , recalled and remembered than words. They have bigger effect on one's memory than words. For example, instructional materials and technical manuals that present textual information accompanied by supporting pictures enable information recall that is better than that produced by either the text or pictures alone.

figure 1.0 . Book lending machine poster in CAIS

The poster shown in figure 1.0 is a good example of picture superiority effect whereby the steps to use the machine is explained by words and also with a picture that describe the real situation and give better view of the step that the user need to do. It is easier for the user to understand the steps with the pictures besides the wordy explanations compared to words alone.

Von Restrorff Effect

Von Restorff Effect

Proposed by psychiatrist Hedwig von Restroff (1906 - 1962).
Also known as Isolation Effect.
Isolation Effect means an item that stand out from the peer or group.

Examples :

Figure 5.5.1: super lebat shampoo

The designer added the word of "super lebat" on the shampoo product. Therefore, it ables to attract customer attention and found that the shampoo is really effective since the word of "super lebat" really convincing especially for those who really suffers from getting falling hair or bald.

Reverse Effect

People remember the unique item but the attention it grabs the emphasizes the other items.
Remember less overall.

Figure 5.5.2 : pencils

The pink pencil is more outstanding than because the colour of pink pencil is unique from others pencils.

Forgiveness

design where people can avoid error and reduce the negative consequences that occurs.
the user will start to learn, explore and use the design due to forgiveness design provide a sense of security and stability.

Forgiveness design consists of:

Good Affordances
clear physical appearances influences the user to use it correctly

Figure 5.6.1 A wire give good affordance to connect printer with a PC (Personal Computer)

Figure 5.6.1 The Printer also give a good affordance

From the picture above we can see that the USB plug that connects printer with the laptop can be used correctly if user plug in with the correct shape

Reversibility of action
actions is reversed --> error occur

Figure 5.6.3 Table in Lecture Hall

When user wants to use the table, they can change the table position to their front and they can reverse their action by changing the table position on the original position if they do not want to use it.

Safety Nets
reduce the negative consequences

Figure 5.6.4 Brake handle for motorcycle

Figure 5.6.5 Brake handle for bicycle

These picture is about a brake on bicycle and motorcycle. Both of this brake is design for safety nets where user can use it to stop their transport or make it slower.

Confirmation
verification that is required before it pursues the action

Figure 5.6.6 LED mostly found in electronic device such as television

Every electronic devices have a LED to show that the confirmation about electric current flows and the product is function well. For the situation that related to the picture, the TV is off using the remote control but the current flow is still on due to the switch is plug on.

Warnings

Figure 5.6.7 Warning sign that is found in the User Guide book

This is a warning from the designer for user to take a precaution before using the product such as TV

Helps

Figure 5.6.8 (a)

Figure 5.6.8 (b)

Figure 5.7.8 (c)

Figure 5.7.8 (a),(b),(c) Show the steps of how to set up the television found in User Guide book of a television.

These pictures are about guiding books. This book is design to guide user how to prepare the TV properly.

Chunking

A method that combine many units of knowledge into a limited number of units
Since human can only remember Miller's Magic 7 numbers (+/-2)
and it involves the Short Term Memory : 15-30 seconds
Example:

Figure 5.1 Menu in Set is categorized in order to chunk their menu that is actually consists of many categories such as Ala Carte Menu and Sushi Menu

Sushi King make their Menu Book using chunking principle by chunk their menu into a category such as in Figure 5.1 in order to ease user to choose a menu.

Serial Position Effects

Serial Position Effect

A phenomenon of memory which items that present at the beginning and end of a list is more chance to be be recalled than items at the middle of list.

Figure 5.3.1: Lists of positions and course for non engineering

This is one of the example for serial position effect. The lists on the top (red line) has more tendencies to be recalled than in the middle (yellow line). Besides, only a few list than had been ticked and it makes people easier to remember and recalled what they had read.
Unlike at the middle lists (yellow line) there is so many lists that had been ticked and it makes people hard to remember and recalled what they had read before.

Primacy Effect

The beginning items in a list are stored in Long Term Memory (LTM).
For example, on Figure 5.3.1, the initial lists have more tendencies to be remembered rather than on the middle of the lists (look at the yellow line).

There are 2 types of primacy effects:

Stronger Primacy Effect - Items are slowly presented (More time to store the initial items in LTM).
Weaker Primacy Effect - Items are rapidly presented (Less time to store the initial items in LTM.

Recency Effect

When people more efficiently recalled the end items that stored in Long Term Memory (LTM).

For example, on the Figure 5.3.1, the lists in the blue line has more tendencies to be recalled since it is only has a few of lists that had been ticked with symbol.

Classical Conditioning

Classical conditioning is a technique used to associate a stimulus. This could be done with an unconscious physical or emotional response.

This technique is used in design to influence the appeal of the design or influence a specific kind of behavior.

The image above shows a notification bar from a laptop, if the battery symbol turns red the owner will simultaneously find a power source to charge up the laptop or save up every task that were running on the laptop to prevent any data from missing.

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