Dual Coding Theory

The dual coding theory proposed by Paivio attempts to give equal weight to verbal and non-verbal processing.

Paivio (1986) states: "Human cognition is unique in that it has become specialized for dealing simultaneously with language and with nonverbal objects and events. Moreover, the language system is peculiar in that it deals directly with linguistic input and output (in the form of speech or writing) while at the same time serving a symbolic function with respect to nonverbal objects, events, and behaviors. Any representational theory must accommodate this dual functionality.

The theory assumes that there are two cognitive subsystems, one specialized for the representation and processing of nonverbal objects/events (i.e., imagery), and the other specialized for dealing with language. Paivio also postulates two different types of representational units: "imagens" for mental images and "logogens" for verbal entities which he describes as being similar to "chunks" as described by Miller. Logogens are organized in terms of associations and hierarchies while imagens are organized in terms of part-whole relationships.

Dual Coding theory identified three types of processing: (1) representational, the direct activation of verbal or non-verbal representations, (2) referential, the activation of the verbal system by the nonverbal system or vice-versa, and (3) associative processing, the activation of representations within the same verbal or nonverbal system. A given task may require any or all of the three kinds of processing.

Scope/Application:

Dual coding theory has been applied to many cognitive phenomena including: mnemonics, problem-solving, concept learning and language. Dual coding theory accounts for the significance of spatial abilities in theories of intelligence (e.g., Guilford). Paivio (1986) provides a dual coding explanation of bilingual processing. Clark & Paivio (1991) present dual coding theory as a general framework for educational psychology.

Example:

Many experiments reported by Paivio and others support the importance of imagery in cognitive operations. In one experiment, participants saw pairs of items that differed in roundness (e.g., tomato, goblet) and were asked to indicate which member of the pair was rounder. The objects were presented as words, pictures, or word-picture pairs. The response times were slowest for word-word pairs, intermediate for the picture-word pairs, and fastest for the picture-picture pairs.

Principles:

1. Recall/recognition is enhanced by presenting information in both visual and verbal form.

References:

Linda L. Lohr, (2008, 2003), Creating Graphics for Learning and Performance, Pearson Education, Inc., 2nd Edition.

Clark, J. M. & Paivio, A. (1991). Dual coding theory and education. Educational Psychology Review, 3(3), 149-170.
Paivio, A. (1971). Imagery and Verbal Processes. New York: Holt, Rinehart & Winston.
Paivio, A. (1986). Mental Representations. New York: Oxford University Press.
Paivio, A. & Begg, I. (1981). The Psychology of Language. New York: Prentice-Hall.

Information Process Theory

Experience design contains the three disciplines as a whole new discipline. Graphic adapted from from A unified field theory of design, by Nathan Shedroff (1994).

Experience design:

Experience design is an approach to creating successful experiences for people in any medium. Includes consideration and design in all 3 spatial dimensions, over time, all 5 common senses, and interactivity, as well as customer value, personal meaning, and emotional context.

Information design:

Information Design is an approach to designing clear, understandable communications by giving care to structure, context, and presentation of data and information.

It’s roots are in publishing and graphic design, and it addresses the organization and presentation of data: its transformation into valuable, meaningful information.

Interaction design:

Interaction Design is an approach to designing interactive experiences (in any medium) which is concerned with the participant's experience flow through time.

Interaction Design, which is essentially story-creating and telling, is at once both an ancient art and a new technology. Media have always effected the telling of stories and the creation of experiences, but currently new media offer capabilities and opportunities not yet addressed in the history of interaction and performance. How these skills are expressed through interactive technologies and what demands and interests audiences will have for these remains to be understood.

Sensorial design:

Sensorial Design is a term used to include the presentation of an experience in all senses (visual, hearing, touch, smell, taste). It is simply the employment of all techniques with which we communicate to others through our senses.

After writing, visual design techniques in disciplines such as graphic design, videography, cinematography, typography, illustration, and photography are usually the first to be recognized and employed, but the disciplines that communicate through other senses are just as important. Sound design and engineering and musical and vocal performance are also useful in the appropriate circumstances. In fact, sometimes they are the only appropriate media for communicating a particular message. Tactile, olfactory, and kinesthetic senses are rarely employed (often due to technological or market constraints), but are just as valid and can add enriching detail to an experience.These levels of understanding are significant because they define the boundaries with which we can create and communicate.

References:

Linda L. Lohr, (2008, 2003) Creating Graphics for Learning & Performance, Pearson Education, Inc.; 2nd Edition

Nathan Shedroff, (2001) Experience Design, New Riders Publishing; 1st Edition. Retrieved September 2004.

The Gestalt Principles

Gestalt psychology, a school of thought that arose in Germany in the early twentieth century, explored how people organize visual information into patterns and forms. Gestalt psychologists noted that the perceived whole is sometimes more than the sum of its parts. An example of this is the phi phenomenon, or stroboscopic movement, which is an illusion of movement that happens when a series of images is presented very quickly, one after another.

Example:
The phi phenomenon is what gives figures and objects in movies the illusion of movement. In reality, a movie is a series of still images presented in rapid succession.



Gestalt psychologists described several principles people use to make sense of what they see. These principles include figure and ground, proximity, closure, similarity, continuity, and simplicity: Figure and ground: One of the main ways people organize visual information is to divide what they see into figure and ground. Figure is what stands out, and ground is the background in which the figure stands. People may see an object as figure if it appears larger or brighter relative to the background. They may also see an object as figure if it differs noticeably from the background or if it moves against a static environment.




Proximity: When objects lie close together, people tend to perceive the objects as a group.




Closure: People tend to interpret familiar, incomplete forms as complete by filling in gaps. People can easily recognize the following figure as the letter k in spite of the gaps.


Similarity: People tend to group similar objects together. In the next figure, people could probably distinguish the letter T because similar dots are seen as a group.




Continuity: When people see interrupted lines and patterns, they tend to perceive them as being continuous by filling in gaps. The next figure is seen as a circle superimposed on a continuous line rather than two lines connected to a circle.

Simplicity: People tend to perceive forms as simple, symmetrical figures rather than as irregular ones. This figure is generally seen as one triangle superimposed on another rather than a triangle with an angular piece attached to it.

References:

Linda L. Lohr (2008, 2003) Creating Graphics for Learning and Performance, Pearson Education, Inc.; 2nd Edition

Sparknotes.com/101/psychology/sensation_and_perception/vision.html

Visuals and Learning

A diagram of our visual learning process.

Technocentric Thinking

The History of Old Bridge, New Jersey & The Waterfront

MM Project 1

http://video.google.com/videoplay?docid=-3154322379175923446

Hindsight

Greetings,


After submitting the final copy of my publisher poster to you, I continued reading our textbook, Creating Graphics for Learning & Performance: lessons in visual literacy (Linda L. Lohr - 2nd edition); I learned that my poster is what is called "Transformative Visual" means: to make information more memorable to facilitate the thinking process; visuals that supplant or support the cognitive process. I believe that my piece possesed "Visual Literacy". (Brill, Kim, and Branch, 2001, p. 9)

In hindsight, I should have added exclaimation points at the end of text that would have conveyed a curcial part in my piece (impact); add a picture of a person living with AIDS to show a "Representive Visual" - means: a visual that carries the same information as the text or clearly identifies information to make it more concrete.

A New Beginning......

Well, this is my very first blog!! I am excited to share my visual journey with you.

The word "Visual" (perceptible by the mind; of the nature of a mental vision; sense of sight; visible: a visual image. - Dictionary.com)

I have always used the word "Visual" in reference to the things that I enjoy doing, such as, interior decorating, gardening, preparing a plate food, painting and projects at work; things that will lure me to step back and take a look at the "Big Picture", so to speak.

What is most important to me is presentation, understanding of the energy flow, beauty and warmth of my creations; the accomplishment gives me the essence of approval within.

There is an on going joke with friends of mine: "Step Away, I need a Visual"! Hahaha. Now, I look forward to a new prospective and understanding of "Visual Communication Design".