Greetings future Designers,
Weeks 5 lecture summary..
According to the Universal Principles of Design by Lidwell W., Holden, K., & Butler, J., (2003)
Chunking is a technique of combining many units of information into a limited number of units or chunks, so that the information is easier to process and remember.
Classical Conditioning is a technique used to associate a stimulus with an unconscious physical or emotional response.
Operant Conditioning is a technique used to modify behavior by reinforcing desired behaviors and ignoring or punishing undesired behaviors.
Serial Position Effects is a phenomenon of memory in which items presented at the beginning and the end of a list are more likely to recalled than items in the middle of the list.
Picture Superiority Effect refer to a picture can be memorize better than word.
Forgiveness refer to a design should help people avoid errors and minimize the negative consequences of errors when it happen.
more on the Principles....
1. Chunking.
The term chunk refers to a unit of information in short-term memory e.g. strings of letter, a word, or a series of numbers. Information will be converted into a small numbers of unit to be efficiently processed by short-term memory.
A design that applied chunking will simplify it but by applying chunking into a design is a misapplication of the principle as it is originally a task involving memory.
Chunking usage is to recall and retain information also can be used to solves problems. The information that being searched or scanned unable to chunked.
In an environment that has lot of distractions, chunking can be used in this situation to display information.
Figure 5.1 My mother battery box
2. Classical Conditioning.
In design, this principle is used to influenced the appeal of a design or to influence specific kind of behaviors. A design that being pairs repeatedly with a stimuli will condition an association over time.
E.g. A stimuli that causes pleasure/pain or give positive/negative emotional response (sound, images,experiences, physical contact etc,)
Figure 5.2 Mc'Donald
3. Operant Conditioning.
In design context, this principle observes whether behavioral changes are needed. A positive and negative reinforcement should be focused rather than punishment. In early training phase, a fixed ratio schedules is important as basic behaviors is mastered then proceed to another reinforcement.
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4. Serial Position Effect.
This effect happen when people try to recall items from a list. The items at the beginning and at the end are better recalled than the items in the middle. The improved recall for items at the beginning af a list is called a Primacy Effect while the improved recall for items at the end of the list is called a Recency Effect.
Figure 5.4 A list of Fruit Family in Cognitive Science Orentation
4.1 Primacy Effect.
The initial items in a list are stored in long-term memory more efficiently than the items later in the list. Stronger primacy effect happen when the item in the list is slowly presented as there is more time to store the initial items in long-term memory and weaker primacy effect happen when the items in the list is rapidly presented as there is less time to store the initial items in the long-term memory.\
4.2 Recency Effect.
The last few items are still in the working memory and still readily available. It is not affected by the rate of the items presentation but affected by passage of time and an additional information.
In design, for visual stimuli , the items that presented early in a list have the greatest influenced. They will be recalled better but it will influenced the interpretation of the later items. Auditory stimuli however, the items late in a list will have a greater influence. These effect also describe a general selection preference known as Order Effect; the first and last items in a list are more likely to be selected than items in the middle.Therefore, the important items should be presented at the beginning or at the end of a list in order to maximize recall.
5. Picture Superiority Effect.
Picture are generally more easily recognized and recalled than words. This principle is commonly used in instructional design, advertising, technical writing and other design contexts that require easy and accurate recall of information. This affect will apply when people are asked to recall something more than 30 second from time of exposure and the strongest is when the picture represent a common, concrete things vs abstract things. The effect will diminishes as the information become more complex. The usage of this principle is to improve the recognition and recall key information.
E.g. The picture of each troop in the Clash of Clan online game.
6. Forgiveness
Forgiving design provide a sense of security and stability, which in turn will foster a willingness to learn, explore and use the design. The common strategies for incorporating forgiveness in design are:
6.1 Good Affordances.
The physical characteristics of the design influence it correct usage.
E.g. The Nokia and Asus cable is different. Nokia cable cannot be use on Asus.
(Photo source: Own phone and friend phone)
6.2 Reversibility of Actions.
One or more action can be reversed if an error occurs or the intent of the person changes.
E.g. The player can cancel the training of the troop in Clash of Clan by pressing the cancel button.
6.3 Safety nets.
Device or process that minimizes the negative consequences of a catastrophic error of failure.
E.g. The Windows 7 and 8 Bluescreen. It's a process automatically generated by the system when there is a error occurred internally and to prevent further damage t the system. (Photo source: Own PC and friends PC)
6.4 Confirmation.
Verification of intent that is required before critical actions are allowed.
Figure 5.1.2 The
famous Android/iOs online game, Clash of Clan. Before removing the
troops there is verification whether the player really want to remove
the troops.
6.5 Warnings.
Signs, prompts or alarms used to warn of imminent danger.
E.g The beeping sound in certain vehicle tell the user need to wear safety belt. (Photo source: Friends car)
6.6 Help.
The information's that assist in basic operations, troubleshooting and an error recovery.
E.g. A troubleshooter will pop up when there is software failed to respond in pc.
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