1. Visual perception
Visual attention
Cognition 101

2. Visual perception
What do we see?

3. Visual perception
Theories of perception
Direct Constructivist
Gibson (1966) Gregory (1970)
Perceptual cycle
Neisser (1978)

4. Visual perception
We perceive what we expect

5. Visual perception
We perceive what we expect

6. Visual perception
We perceive what we expect

7. Visual perception
We perceive what we expect

8. Visual perception
We see(k) structure

9. Visual perception
Figure/Ground Grouping
Surroundedness Proximity
Smallness Similarity
Symmetry Good continuity
M Closure

10. Visual perception
Figure/Ground Grouping
Surroundedness Proximity
Smallness Similarity
Symmetry Good continuity
M Closure

11. Visual perception ✓
➜ Visual attention
Cognition 101

12. Visual attention
“What you see is determined
by what you attend to.”

13. Visual attention
http://www.useit.com/alertbox/tunnel-vision.html

14. Visual attention
Redesign
http://www.useit.com/alertbox/tunnel-vision.html

15. Visual attention
Reading take-aways?
*

16. Visual attention
Change blindness
http://www.youtube.com/watch?v=vJG698U2Mvo

17. Visual perception ✓
Visual attention ✓
➜ Cognition 101

18. Cognition 101
learning
memory
attitude
change
decision-
making problem-
solving
reasoning
organization

19. Cognition 101
memory
short-term
long-term
working

20. Cognition 101
Assumptions about
people:
• Maximize benefits
• Minimize costs
• Minimal effort
(conserve energy
aka lazy)
Information Foraging Theory

21. Cognition 101
How$can$you$
improve$
information$
scent?$
Associations*
Information*
scent*
Information*
goal*
Information Foraging Theory