Cognition: The Brain’s Role

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

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

4. Memory Three types: Sensory Short-term or working Long-term

5. 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. View for 2 Seconds CBSHBOESPNNBC

7. 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. 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. View for 2 Seconds CBS HBO ESPN NBC

10. Demo 2 Write what you remember seeing Adding spaces chunked the letters 13 letters vs. 4 chunks of information

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

15. 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. 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. Perception • Connection with prior stored memory • Cultural • Physical • Environmental • Other experience • Dog, cat, skunk scenario

18. 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. Applicationsfor 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. 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/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

21. Assignment • Quiz during the next meeting over the following: Communication Vision Memory • Use your notes as a study guide

22. 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?