Cognition: The Brain’s Role Module 3: Designing for Communication LESSON Ext 4

Cognition: Cognition: The Brain’s RoleThe Brain’s Role

Module 3: Designing for Communication

LESSON Ext 4LESSON Ext 4LESSON Ext 4LESSON Ext 4



Lesson OverviewIn this lesson, you will: Explore the inner workings of the brain Explore how the brain stores memory Explore how to create memories in a Web design



Guiding Questions What is your earliest childhood memory? What things do you recall about that memory?



Memory Three types:

Sensory

Short-term or working

Long-term



Sensory Memory Quick Recognition

Details not always remembered

Information is not stored

Demonstration

You will be shown an image for 2 seconds

Don’t write anything down

Just try to remember what the image is



View for 2 Seconds

CBSHBOESPNNBC



Demo 1 What did you see?

How many of the 13 letters do you remember?

You might remember that you saw letters, but can’t remember which ones.



Short-term or Working Memory Allows you to remember 7 ± 2 items for a short period of time

Chunking allows you to increase the information remembered

Telephone number example

Return to our demo of 13 letters



View for 2 Seconds

CBS HBO ESPN NBC



Demo 2 Write what you remember seeing

Adding spaces chunked the letters

13 letters vs. 4 chunks of information



Long-term Memory Transferred from short-term memory through repetition

Can be stored for long periods of time

Needs to be used or refreshed to stay active

Some information can be stored for a lifetime



Demo 3 Take another look at our 13 letters:

CBS HBO ESPN NBC Four television networks Repetition when viewing TV Stored in long-term memory



Storing Memories Encoding – the process by which we store and process memories Attention can affect the encoding For example – studying in a noisy distracting environment vs. a

quiet one



Making Connections Connecting new information with already stored information Similar to bricks and mortar Learning a new language



A Picture Is Worth a Thousand Words Creating a picture in your mind Useful when learning the parts of something Textbooks and teachers give you pictures Active participation helps with retention

Taking notes

Completing a labeled model

Charts, etc.



Mixing It All Up Use of multiple senses More active part of the information Science experiment

Discuss the experiment – hearing

Use your hands during the experiment – touch

Make observations during the experiment – sight



Perception Connection with prior stored memory

Cultural

Physical

Environmental

Other experience Dog, cat, skunk scenario



Fitts’ Law The time that it takes an individual to move to an object is related

to the objects size and distance.

Examples in Web design Save button Reset button



Applications for Web Design Repetition helps with memory Use of multiple senses Chunking Avoidance of negative cultural perceptions If you want them to use it, make it easy to find



Perceptions and IllusionsLook at the following sites and see how perceptions can affect what you

see in a Web site and how optical illusions affect what you see.

Scientific Psychic - http://www.scientificpsychic.com/graphics Optical Illusions - http://kids.niehs.nih.gov/illusion/illusions.htm 78 Optical Illusions - http://www.michaelbach.de/ot eChalk Optical Illusions - http://www.echalk.co.uk/amusements/

OpticalIllusions/illusions.htm



Assignment Quiz during the next meeting over the following:

Communication

Vision

Memory Use your notes as a study guide



Lesson Review Describe the inner workings of the brain. How does the brain store memory? How can you use this knowledge to design Web pages that will

help viewers remember the information on your pages?

Documents

Cognition: The Brain’s Role Module 3: Designing for Communication LESSON Ext 4