Chapter 4: Design and Perception

Gestalt Principle of Perception

There are 7 type of perception which is good continuation, common fate, similarity, figure and ground, closure, proximity and low of pragnaz.

1. Good Continuation

Elements arranged in a straight line or a smooth curve are perceived as a group, and are  interpreted as being more related than elements not on the line or curve.

Example: Fan

Figure 4.1

The steel are properly arrange as a curve to shape the fan. It will do the same process until  no empty space.

2. Common Fate

Elements that move in the same direction are perceived to be more related than elements that move in different directions or are stationary.

Example: Nokia Cell Phone

Figure 4.1.1

This is Nokia Cell phone that can be an example. The middle of button that look like rectangle has a function which is up right, side and down of the button used for choose the direction for selecting menu. This is four sides have a same function.

3. Similarity

Elements that are similar are perceived to be more related than elements that are dissimilar.

Example: Thumb Drive

Figure 4.1.2

The three objects are thumb drive that are similar function but has different design. The thumb drive used for copy document, songs and movie from one computer to another computer.

Figure and Ground

Elements are perceived as either figures (objects of focus) or ground (the rest of the perceptual field).

Example: File image of flower

Figure 4.1.3

This is actually the file but we focus on the flower. First when we look that is a flower. But, if we focus to look the drawing, the middle of the flower that we call as “ jejarum” is something different. There is looking similar with mushroom.

5. Closure

A tendency to perceive a set of individual elements as a single, recognizable pattern, rather than multiple, individual elements.

Example: Steamer Rice cooker

Figure 4.1.4

Inside of steamer rice cooker have closure pattern of every hall. The rational of the hall given that will release the heat.

6. Proximity

Elements that are close together are perceived to be more related than elements that are farther apart.

Example: CD Player

                                                          Figure 4.1.5

This is CD player menus have chunking from one another. Before the CD plays a song, it needs to open the player then choose to play the songs. We can choose the songs with press the previous and next button. The volume also can be adjusted either loud or low. The button open and stop is important to take out the CD from player or replace the CD. Besides that, the CD player also provided radio for extra service.

7. Law of Pragnaz

Elements that are similar are perceived to be more related than elements that are dissimilar.

Example: The sky

Figure 4.1.6

This is our visual view. There is looking dinosaur behind the house. The image is blind but we still can be recognizing that image is dinosaur.


Orientation Sensitivity

phenomenon of visual processing in which certain line orientation can be perceived and processed more rapidly. Orientation sensitivity is based on 2 type of phenomena: 

Oblique Effect
the ability to perceive or judge line orientation that are close to vertical and horizontal. 

Reasons:

• human’s neurons are more sensitive to horizontal or vertical stimuli
• Human are born to make judgments regarding line orientation that are biased toward the nearest vertical or horizontal axis.

Example: Water heater

Figure 4.2.1

As we can see from the picture above, the target line of the volume of water that can be fill into the jug is easily detected when it differs from the background

Pop-Out Effect
tendency of certain element to pop-out as figure elements, and be  noticed/detected easily.
Reasons:

• a change in the visual stimuli which is sufficient to activate additional input neurons, thus help to detect differences in line orientation and patterns.
• Effect strongest when combine with oblique effect

Example: Children Story book 

Figure 4.2.1

As we can see from the figure above, the story book use pop out effect to show the image of tiger which attract the attention of children.

Color
Used to attract people to the design, give meaning and increase the aesthetics. There are 4 guide in color:

 

Number of Colors

The uses of colors depends on the what eyes can process (limit 5 color) depends on the complexity of the product.

Example: Jalen's Ketchup

Figure 4.3.1

The image above show that Jalen's ketchup use 5 color which is black, brown, red, white and yellow as their design product. 

Color Combination

Combination of color which are aesthetic by using the color that opposing each other or next to each other in the color wheel. 

Example: Rexona 

Figure 4.3.1

As we can see from the picture above, the product design use the analogous color combination of bright blue, turquoise and dark blue which is next to each other. It also use light grey without competing with other color.

Saturation

Refers as the intensity of color from the brightness to the darkest. 

Example: Sushi king 

Figure 4.3.3

The image of sushi above apply the saturation color as the saturation of the image is decrease, the amount of grey is increase.

Symbolism

Color that carry the meaning to the people

Example: Air Asia logo

Figure 4.3.4 

AirAsia change their color of the logo from red to grey in their twitter account as the symbol of condolences after they lost their flight in crash

Consistency
Enable system to be improve when similar parts are express in similar way. There are 4 type of consistency.

Aesthetic consistency 
Refers to consistency of an appearance to show an identity

Example: FLEET logo ( Badminton equipment )

Figure 4.4.1

 As we can see from figure above, the 'F'  logo is same for FLEET product that is for badminton

Functional consistency 
Refers to consistency of meaning and action on same design

Example : Extension Plug

Figure 4.4.2

As we can see from the figure above, all the electrical appliance have same way to on or off the switch which is press it to below to on the switch and press it to forward to off the switch.

Internal consistency 
That can influences in human believes and trusting based on their thought 

Example : map in wedding card

Figure 4.4.3

This wedding invitation map used many an icon to represent real thing along the road. This make the user can imagine and know how to get to the location.

External consistency 
Means the object that had same function and design but had a different system to function it.

Example: emergency exit (CTF 2)

Figure 4.4.4

This signboard will function differently when it is comes an emergency.The user must use this exits when it is in emergency