Exercise 3: strategies for conveying information

by: Melanie, Dayna, Laura, Tanya and Jina

INTERFERENCE EFFECTS:

Perception and cognition are two different mental systems that operate seperately from each other. They recieve information from an external stimulus and send it to the brain’s memory where it is interpreted. When these outputs agree, interpretation is efficient, however if 2 or more are in conflict interference occurs and mental processing takes longer.

STROOP INTERFERENCE: an insignificant aspect of the stimulus begins another mental process, interfering with a significant aspect

The Stroop Test: Interference is caused by instinctively reading the words versus the task of naming the colours. This conflict slows the process of giving an appropriate response.

GARNER INTERFERENCE: insignificant variations of stimulus begins another mental process, interfering with a significant aspect

Similar to the Stroop test, surrounding irrelevant colours, shapes and words interfere with the relevant colour/shape. This conflict slows the process of giving an appropriate response.

PROACTIVE INTERFERENCE: existing memories interfere with learning (ex. learning a new language, writing with opposite hand)

RETROACTIVE INTERFERENCE: learning intereferes with existing memories (ex. learning a new telephone number and forgetting an old one, learning new technology and forgetting how to operate old technology)

LAW OF PRAGNANZ

The Law of Pragnanz states that when an individual is faced with things that can be interpreted in several different ways, the brain automatically sees it in its simplest form. Our memory recalls images in their most basic form as they will be easier to remember (fewer cognitive resources are needed). Typically people process visiual information to create an image in the mind that is symmetrical, contains few, simple shapes.

The brain recalls a white triangle rather than 6 more complicated shapes.

The brain recalls a building with 2 large pilars rather than a series of intricate and complex pathways.

This shows how popular brands have simplified their logos with the Law of Pragnanz in mind, making it easier for people to remember/recognize their brand.


http://www.snre.umich.edu/eplab/demos/st0/stroopdesc.html

http://en.wikipedia.org/wiki/Stroop_effect

http://www.designlessbetter.com/blogless/tags/logo-design



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