Psychology & Message Design

Agenda

•Recap last lesson

•Psychology & Message Design

•Perception

•Motivation

•Domains of Learning

•Exercises

Communication Model

NOISENOISE NOISE

NOISE

NOISE

Psychological Factors

•Perception

•Motivation

* I am not a psychologist

Motivation

•Variation and Curiosity

•Relevance

•Challenge Level

•Positive Outcomes

Motivation: Challenge Level

•Flow

•Csikszentmihalyi

Motivation

•Variation and Curiosity

•Relevance

•Challenge Level

•Positive Outcomes

Perception

•Preattentive (subconscious)

•Selection and organization

•Interpretation

Pre-attentive

•Assemble images in our mind without realizing it.

•Figure-ground distinctions

•Group objects subconsciously.

•Need to be careful as designers.

Scream out the first thing you see

example

example 2

example 3

Emergent properties

•Arrow & triangle

•Really just three lines

Selection and Organization

•Contrast

•Structure

•Top to bottom/left to right (West)

•Chunking

Chunking Example

ABCNBCIBMEasy to chunk

GXWAMMEMPHarder to chunk

Interpretation

•Biggest enemy

•Affected by internal representations vs what the designer was saying - Personal Prototypes

Personal Prototypes Example

Advance Organizer

•Puts messages in context

•“scaffolding”

Advance Organizer Example

•Eagles

•Physical Appearance

•Weight

•Diet of their prey

Personal Prototypes Example 2

Domains of Learning

•Verbal

•Intellectual

•Cognitive Strategies

•Affective

•Psychomotor

Our Domains

•Cognitive

•Affective

•Psychomotor

End of Psychology & Message Design