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.

Wednesday, February 27, 13

Visual Perception

• Not just vision!

• Complex process that takes place along the eye-brain pathway and back.

Wednesday, February 27, 13

Visual Perception

• Bottom-up

• Top-down

Wednesday, February 27, 13

Bottom-up

• First stage: Low-level features

• Second stage: Patterns

• Third stage: Objects

Wednesday, February 27, 13

Top-down

• Task/goal oriented- Behavioral- Cognitive

• Constant linking and re-linking of visual and non-visual information.

Wednesday, February 27, 13

Patterns

• At this level:

- different elements become either linked or segregated- visual processing is at its highest

Wednesday, February 27, 13

The Gestalt Principles

• Gestalt can be translated as ‘shape’ or ‘form’

• The term refers to how visual input is perceived by human beings.

Wednesday, February 27, 13

Wednesday, February 27, 13

Wednesday, February 27, 13

Wednesday, February 27, 13

The Gestalt Principles

• Gestalt theory describes how the mind organizes visual data.

• The stronger the clarity of form, the more effective the design.

Wednesday, February 27, 13

The law of Similarity

Wednesday, February 27, 13

Wednesday, February 27, 13

The law of Proximity

Wednesday, February 27, 13

Wednesday, February 27, 13

The law of Simplicity

Wednesday, February 27, 13

The law of Simplicity

Wednesday, February 27, 13

The law of figure-ground

Wednesday, February 27, 13

Wednesday, February 27, 13

The law of Symmetry

Wednesday, February 27, 13

Wednesday, February 27, 13

The law of Closure

Wednesday, February 27, 13

Wednesday, February 27, 13

The law of Continuity

Wednesday, February 27, 13

Wednesday, February 27, 13

Thank you!

get in touch @RizkHany

Wednesday, February 27, 13