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

2. Module 3: Designing for Communication LESSON Ext 4 Lesson Overview In 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

3. Module 3: Designing for Communication LESSON Ext 4 Guiding Questions  What is your earliest childhood memory?  What things do you recall about that memory?

4. Module 3: Designing for Communication LESSON Ext 4 Memory  Three types:  Sensory  Short-term or working  Long-term

5. Module 3: Designing for Communication LESSON Ext 4 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

6. Module 3: Designing for Communication LESSON Ext 4 View for 2 Seconds CBSHBOESPNNBC

7. Module 3: Designing for Communication LESSON Ext 4 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.

8. Module 3: Designing for Communication LESSON Ext 4 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

9. Module 3: Designing for Communication LESSON Ext 4 View for 2 Seconds CBS HBO ESPN NBC

10. Module 3: Designing for Communication LESSON Ext 4 Demo 2  Write what you remember seeing  Adding spaces chunked the letters  13 letters vs. 4 chunks of information

11. Module 3: Designing for Communication LESSON Ext 4 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

12. Module 3: Designing for Communication LESSON Ext 4 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

13. Module 3: Designing for Communication LESSON Ext 4 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

14. Module 3: Designing for Communication LESSON Ext 4 Making Connections  Connecting new information with already stored information  Similar to bricks and mortar  Learning a new language

15. Module 3: Designing for Communication LESSON Ext 4 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.

16. Module 3: Designing for Communication LESSON Ext 4 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

17. Module 3: Designing for Communication LESSON Ext 4 Perception  Connection with prior stored memory  Cultural  Physical  Environmental  Other experience  Dog, cat, skunk scenario

18. Module 3: Designing for Communication LESSON Ext 4 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

19. Module 3: Designing for Communication LESSON Ext 4 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

20. Module 3: Designing for Communication LESSON Ext 4 Perceptions and Illusions Look 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/graphicshttp://www.scientificpsychic.com/graphics  Optical Illusions - http://kids.niehs.nih.gov/illusion/illusions.htmhttp://kids.niehs.nih.gov/illusion/illusions.htm  78 Optical Illusions - http://www.michaelbach.de/othttp://www.michaelbach.de/ot  eChalk Optical Illusions - http://www.echalk.co.uk/amusements/ OpticalIllusions/illusions.htmhttp://www.echalk.co.uk/amusements/ OpticalIllusions/illusions.htm

21. Module 3: Designing for Communication LESSON Ext 4 Assignment  Quiz during the next meeting over the following: Communication Vision Memory  Use your notes as a study guide

22. Module 3: Designing for Communication LESSON Ext 4 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?