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Stephen Denning
Shapes & Patterns: The Role of Pre-‐Attentive Psychology in Design
Session A11
[email protected] @steve_denning @uservision @ucduk #ucd2013
“We thrive in information-‐thick worlds because of our marvellous and everyday capacities to select, edit, single out, structure, highlight, group, pair, organise, discriminate, distinguish, cluster, aggregate, outline, summarise, enumerate, glean [and] synopsise”
Edward Tufte (1990)
What is pre-‐attention? Why should we care? How can we utilise it?
Register Pre-‐a<en=ve processing Cogni=on
Long-‐term memory
Working memory
RegisterPre-‐a<en=ve processing Cogni=on
RegisterPre-‐a<en=ve processing Cogni=on
Agent 2
Gather
Structure
Pattern-‐match
Process
Attribute
Compute
Choose
Register
Pre-‐a<en=ve processing Cogni=on
Agent 1
Agent 2
Fast
Instinctive
Involuntary
No effort
Slow(er)
Considered
Voluntary
Effortful
Register
Pre-‐a<en=ve processing Cogni=on
Agent 1
Pre-‐a<en=ve processing Cogni=on
Register
Agent 2Agent 1
TARGET
TARGET
DISTRACTORS
TARGET
TARGET
Simples! Um… Errr…
“We do not perceive what is actually in the external world so much as we tend to organize our experience so that it is as simple as possible…simplicity is a principle that guides our percepXon and may even override the effects of previous experience.” !
(John Benjafield)
"There are wholes, the behaviour of which is not determined by that of their individual elements, but where the part-‐processes are themselves determined by the intrinsic nature of the whole. It is the hope of Gestalt theory to determine the nature of such wholes.”
Max Wertheimer (1924)
1. Law of Figure/Ground
Am
plitu
de
Wavelength (nanometers)
Visible Spectrum
Violet
Blue
Green
Yello
w
Red
Ultraviolet
Infrared
400 700
© Wickens, et al.
2. Law of Similarity
3. Law of Proximity
First name:
Last name:
Street:
City:
Postcode:
Telephone:
E-mail address:
First name:
Last name:
Street:
City:
Postcode:
Telephone:
E-mail address:
4. Law of Con=nua=on (Alignment)
`
`
5. Law of Closure
5. Law of Closure
5. Law of Closure
Ways they are the same
Only about item 1
Only about item 2
Item 1 Item 2
• Symmetry
• Common fate
• Connectness
• Parallelism
• Common region
• Past experience
• Focal point
• Simplicity
Credits\References
• hbp://www.flickr.com/photos/orangeacid/234358923/
• hbp://www.csc.ncsu.edu/faculty/healey/PP/
• hbp://www.flickr.com/photos/29317846@N03/2743294768/
• hbp://www.flickr.com/photos/mr_t_in_dc/3756880888/
• hbp://www.sxc.hu/photo/883166
• hbp://jtl.deviantart.com/art/White-‐Vision-‐1104943
• hbp://www.cledsonsoares.blogspot.com
• hbp://www.brainconnecXon.com
• D. Kahneman, “Thinking Fast & Slow” (2012)
• C. Ware, “InformaXon VisualizaXon: PercepXon for Design” (2004)
• C. Wickens, S. Gordon Becker, Y Liu & J Lee, “IntroducXon to Human Factors Engineering” (2003)
Stephen [email protected]
@steve_denning@uservision
Examples
• www.apple.com
• www.amazon.com
• www.ba.com
• www.play.com
• www.gov.uk
• Maximise use of pre-‐abenXon in design
• Think structure before content
• Communicate as much as possible through shape, colour and layout
• Combine the laws for maximum effect
So…
Stephen [email protected]
@steve_denning@uservision
