cognitive psychology in ux

Cognitive Psychology in UX

@RizkHany

Wednesday, February 27, 13

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