PERCEPTION

•Factors Affecting Perception•Perception Models•Components of perception

Perception

• It is defined as a cognitive process which selects, organises and interprets the stimuli.

Stimuli Attention Recognition

Translation

BehaviourPerformanceSatisfaction

PERCEPTUAL SELECTIVITY

• External Attention Factors:

• Intensity

• Size

• Contrast

• Repetition

• Motion

• Novelty & Familiarity

Internal Set Factors

• Learning & Perception

• Perceptual Set in the workplace

Figure Ground

• The Rubin vase shown here is an example of this tendency to pick out form.

Figure Ground

• The problem here is that we see the two forms of equal importance. If the source of this message wants us to perceive a vase, then the vase is the intended figure and the black background is the ground.

• The problem here is a confusion of figure and ground.

PERCEPTUAL ORGANISATION• Figure Ground • An attractive presenter appears with a product;

she is wearing a 'conservative' dress;

• Eye-tracking studies show substantial attention

to the product; three days later, brand-name

recall is high;

• An attractive presenter appears with a product;

she is wearing a 'revealing' dress;

• Eye-tracking shows most attention on the

presenter; brand-name recall is low.

• - confusion of figure and ground.

Perceptual Grouping• Proximity

Things which are close together in space or time tend to be perceived as grouped together. Thus, if you want your audience to associate the product with the presenter, put them close together; if you want them to perceive two ideas as associated, present them in close proximity.

Perceptual Grouping• Closure

Perceptual Grouping

• ClosureReceivers often prefer to be able to complete messages themselves and there is some evidence to suggest that,

for example, advertising in which potential customers are required to play an active rôle in completion of the message is retained for longer. (There is, of course, the danger that they may complete it wrongly!)

Perceptual Grouping

• Continuity

Perceptual Grouping

• Continuity • Where figures are defined by a single

unbroken line, they tend to be seen as an entity.

• This principle is of course of particular importance in graphic design. Even something as simple as drawing a squiggle to link up apparently disparate elements on a page can be helpful in suggesting to the reader that they are parts of a whole.

Perceptual Grouping

• Similarity

Things which are similar are likely to form 'Gestalten' as groups. So in the graphic on the left you probably see an X of fir trees against a background of the others; in the graphic on the right you may see a square of the other trees, partly surrounded by fir trees.

Forms of Perceptual Organization

• Perceptual ConstancyGives sense of stability

• Perceptual ContextGives meaning and value to sense of stimuli

• Perceptual Defense

Denial

Modification & distortion

Change in perception

Recognition

SOCIAL PERCEPTION

• Characteristics of Perceiver and perceived

• Attribution

• Stereotyping

• Halo effect