- design is all about making choices. Each decision will 'ultimately influence the message you're trying to get across'.
- 'learning to design well has as much to do with psychology and user behaviour as it does creativity' (as argued by author, Bethany Cartwright).
1. Mental Models (specifically in UX design):
- the process of designing something like a website or app requires trying to uncover and act on what users might find intuitive.
- 'mental modelling is the process of mapping out what a person understands about the real world through experience and replicating those models in the design of something in the virtual space/ it's about trying to uncover your audience's intuitive process'.
- designing with users' experience in mind.
2. The Von Restorff Effect:
- 'the idea that the oddball out is the one that gets remembered'.
- sometimes when designing you want your audience's eye to be drawn to one specific spot, e.g. through using a different colour, font, size, etc.
3. Gestalt Principles:
- 'gestalt psychology explores how elements are perceived in relation to each other visually/ the gestalt principles (or laws) focus specifically on how design elements are grouped together'.
- proximity: 'the idea that when objects are placed in close proximity to one another, those objects are seen as a group rather than individually' e.g. the Unilever logo.
- similarity: 'objects that look similar will be perceived as one object or as part of the same group' e.g. the NBC logo.
- closure: 'closure occurs when a shape is still perceived as a whole even when the object is not fully closed in reality'.
- continuity: 'occurs as the eye moves naturally from one object to the other. This often happens through the creation of curved lines allowing the eye to flow with the line'.
- figure and ground: 'when the eye notices an object as an object, it separates the object (figure) from the surrounding area (the ground)'.
4. Visceral Reactions:
- a gut reaction.
- 'designing for visceral reactions is essentially designing to create a positive aesthetic impression' e.g. knowing what does and does not please people.
5. The Psychology of Colour:
- associations of different colours with certain feelings or thoughts.
- blue: secure, calm, honest, trustworthy, strong, caring, e.g. Facebook.
- red: energy, love, exciting, action, bold, passionate, e.g. Coca-Cola.
- orange: happy, sociable, friendly, affordable.
- yellow: logical, optimistic, forward-thinking, confidence, playful.
- purple: imaginative, creative, nostalgic.
- green: growth, organic, natural, caring, fresh, earth.
- black: sophistication, luxury, seductive, formal, authority.
- multi-colour: multi-channel, positive, playful, bold, boundless, e.g. Google.
6. The Psychology of Shapes:
- 'like colours, humans associate different shapes with certain emotions and characteristics'.
- circles, ovals and ellipses: positive emotional messages attached to community, friendship, love, relationships, unity and femininity.
- squares and triangles: stability and balance, strength, professionalism, efficiency, power and masculinity. e.g. Microsoft.
- vertical lines: masculinity, strength and aggression.
- horizontal lines: community, tranquillity, calm and equality.
7. Duel-Coding Theory:
- 'the idea that both visual and verbal cues can represent ideas, but using both can help the brain recall those ideas faster'.
- we need both visual and verbal information to better digest and remember information.
- duel-coding theory is what helps the reader/viewer truly understand a concept.
8. Cost-Benefit Analysis:
- making content as simple as possible for an audience, while still being able to fulfil the goal of the content.
(Accessed 13 September 2018).
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