16. Attention
Attention is the process of selectively
concentrating on one aspect of the
environment while ignoring other things.
Allocation of limited processing resources.
Attention is selective
18. Perceptual blindness
• Not being able to see something that is in plain sight.
– Either because you have no internal reference to see the unseen object
– Mental, the attention is focused elsewhere
• We do not see things that we do not attend to.
• Any otherwise salient feature within the visual field will not be
observed if not processed by attention.
19.
20.
21. John Ridley Stroop effect
Measuring reaction time
Say the colour of the squaresSay the colour of the letters
GreenPurpleBrownRedBlue
22. 1935 Stroop test results
3.5 more time when there is a conflicting stimuli
The mind reads the word “purple” and associates the colour “Purple”,
then needs to override it to identify the actual colour.
Purple
32. Experts Vs. Novices
Shallow thought
Base Knowledge and
thought of literal features
Deep thought
Base knowledge and thought
on key underlying principles
This means that Experts versus Novices talk about, sort and structure
knowledge, experience and information very differently to each another
At the University of Pittsburgh, in 1981 a series of cognitive studies were done entitled:
“Categorizations and representations of physics models by Experts and Novices”
38. Every web page is a script
The start of the story: Primary goal
Heading and sub heading
Position the visitor: you are at the right place
Define the product: define product values & key benefits
Define the action: What is expected
... Every page is a story that has an order …
Content sequence is a dialogue with the visitor
1- Value proposition: quantifiable and tangible
2- Address the visitors anxieties: address fears and doubts
39. Controlling attention through the script
Manage the eye flow
Getting your story
read in the right order
Product position statement
Heading explanation and context
subheading placed here
Distinguishing features and unique product
specifications to frame the product features
that sets it apart
- Factual point one here
- Quantifiable point two here
- Benefit goes here
Benchmark to generic products is established in
this section as tertiary component
- Benchmark report
- Industry standards
- Customer reviews
What is perceived is the product of past experience combined with the interpretation of what is seen in addition to components of education, culture and knowledge.
It is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence. It implies withdrawal from some things in order to deal effectively with others
is the phenomenon of not being able to perceive things that are in plain sight. This can be a result of having no internal frame of reference to perceive the unseen objects, or it can be the result of the mental focus or attention which cause mental distractions. The phenomenon is due to how our minds see and process information. Closely related to the subject of change blindness, it is an observed phenomenon of the inability to perceive features in a visual scene when the observer is not attending to them. That is to say that humans have a limited capacity for attention which thus limits the amount of information processed at any particular time. Any otherwise salient feature within the visual field will not be observed if not processed by attention.
is the phenomenon of not being able to perceive things that are in plain sight. This can be a result of having no internal frame of reference to perceive the unseen objects, or it can be the result of the mental focus or attention which cause mental distractions. The phenomenon is due to how our minds see and process information. Closely related to the subject of change blindness, it is an observed phenomenon of the inability to perceive features in a visual scene when the observer is not attending to them. That is to say that humans have a limited capacity for attention which thus limits the amount of information processed at any particular time. Any otherwise salient feature within the visual field will not be observed if not processed by attention.