Written by Cheam Huey Wen 65632
Mnemonic Device
Definition:
An alternative to recall previous information which you have already seen. Information are somewhat meaningful by including alphabets, keywords, rhyme, or feature-name which creates an impression to users. That impression formed result in easy recall and retrieving whenever the users are given somewhat similar content or information as the stimuli.
Intention:
It is important for users to be able to devote specific attention without so much of effort to retrieve and recall certain information.
Example:
-Remember names of new things
-Large amount of rote information
-Sequence of events or procedure.
Explanation from illustration above:
Starbucks as a global coffeehouse chain has an unique logo of a twin-tailed or siren mermaid. A colour combination of both green and white is used to contrast the final outlook of the mermaid.
The logo had gone through a total of three evolution and yet the idea of mermaid had remained throughout the years since 1971. This creates an impression for users over the globe that Starbucks is a standout yet unique coffee branding which came from the mermaid logo.
To further enhance the awareness of Starbucks, the company had also synchronized their colour palettes with mostly green and white. This design had successfully develop their corporate and product identities, slogans and logos where users are able to identify the respective branding without stating its identity by simply looking at their logo.
Operant Conditioning
Definition:
A proposition of modification of behaviour whether it increases or decreases the possibilities of repetition of a certain behaviour. In this case, it involves positive reinforcement, negative reinforcement and punishment. Users are to be observe the outcome after carrying out certain progress for desired assurance.
Intention:
Positive reinforcement aimed to strengthen positive events; negative reinforcement aimed to the removal of negative events; punishments are when undesired outcomes that comes along with its consequences to be bared with.
Example:
-Rewards are given if players win a stage in the game.
-Coins or points deducted if players got attacked by other stronger opponents.
-Players were to replay the game if lost a stage.
Explanation from illustration above:
Chateulsoorok Peach Soju also known as the Korean vodka has a total of 14% alcoholic content. As illustrated above, both the flavouring (peach) and percentage of alcohol to be consumed per bottle is clearly written on the bottle.
Operant conditioning plays a role where users understands the consequences of consuming particular amount of alcohol according to their personal alcohol consumption ability.
Positive reinforcement is applied as users who are already exposed to alcohol are to recall the wonderful taste of the alcohol whereas users who are not exposed to alcohol are stimulated by the taste of peach after looking at the peach flavoured logo. This creates an intention of buying the alcohol and to be consumed in order to experience the effect rewarding after a higher stimulation and production of endorphins chemical substances in the body.
Negative reinforcement is applied as for users with bad experiences with drinking alcohol are to recall bad consequences after consuming which then indicates the action of not buying this product as users would not want to experience it once again. Users with pre-wired consequences would not buy this product as well as they have been taught to not apply this practice in their daily live.
Punishment in this case projects the consequences needed for the users to bare with such as if users were to drive after consuming alcohol would most likely being caught by the police or getting themselves into an car accident.
Picture Superiority Effect
Definition:
A technique used to recognize and recall information more effortlessly especially in a short period of time given by introducing both pictures and words.
Intention:
Pictures are useful in such a way that it enables interaction with users while casual exposing to informations. Information given may not be as important to all users but it enables users to focus more longer and in depth in order for them to remember well.
Example:
-Instructional design
-Advertising
-Technical writing
Explanation from illustration above:
The first poster illustrated is purely with words and numbers where most users are most likely to lose focus to even glance through what information that was intended to be displayed.
The second and third posters illustrated have a good use of pictures, words, and colours which enables higher attraction to users to focus on. Both posters would have a longer amount of time of the users exposed to as compared to the first poster.
The second poster shows a title of “Arm Fighter” which synchronizes with the picture of two muscular arms to be held at College Bunga Raya. This indicates an event of arm wrestling to users who are both interested and uninterested.
The third poster shows a title of “Into The Heart of Borneo” with four distinct pictures of possible activities held during the event. All four pictures indicates food, dance, music, and art respectively and are easily for users to picture what sort of events are most likely to happen accordingly.
Reference:
Lidwell, W., Holden, K., & Butler, J. (2007). Universal Principles of Design. Educational Technology Research and Development, 55, 297–300. https://doi.org/10.1007/s11423-007-9036-7
Cognition & Design 