Schlagwort: perception

According to the American Psychological Association, cognitive psychology is defined as a field of psychology that investigates mental processes associated with perception, attention, thinking, language, and memory. This approach, which emerged in the 1940s and 1950s, represents a significant departure from the behaviourist perspective prevalent at the time. Unlike behaviourism, which concentrates on observable behaviours, cognitive psychology focuses on internal mental processes. It proposes that the link between stimulus and response is not straightforward but is mediated by these complex mental processes. Cognitive psychology also differs from psychoanalysis, which emphasises instincts and unconscious forces, by its emphasis on higher mental processes. In recent years, cognitive psychology has integrated insights from computer science and artificial intelligence, particularly in the realms of information processing and information theory, further expanding its scope and understanding.¹

Cognitive Psychology, Rakhi Rajani
https://de.slideshare.net/rakhirajani/cognition-in-space-13467968

In cognitive psychology, the brain is compared to an information-processing unit. The graphic simplifies this concept to a three-part flow: input, processing and output. Input refers to the raw data taken in by our senses. This data is then processed in the complex neural circuits of our brain, a stage artistically represented by a complex and vibrant ecosystem of thoughts and interactions. The output is the culmination of this internal processing and results in the various actions and behavioral responses we exhibit. This illustration serves as a metaphor for the journey from initial sensory experience to final behavioral response and captures the essence of cognitive psychology.²

Key Principles

In the field of User Experience (UX) design, insights from cognitive psychology are instrumental in comprehending how users interact with and make decisions while engaging with digital interfaces. To integrate cognitive psychology into UX design effectively, designers should consider several fundamental principles.³

1. Perception: How do users perceive and interpret information, including color, typography, and visual hierarchy?
   This involves understanding how users perceive and interpret information. In the context of user experience, this includes how colors, typography, and visual hierarchy affect a user’s ability to process and understand information. For example, certain colors can evoke specific emotions or draw attention, while the choice of typography can affect readability. Visual hierarchy helps in guiding the user’s eye through the content, prioritizing certain elements over others.
2. Attention: How do users process information and what captures their attention? 
   This topic explores what captures and holds a user’s attention. In the digital realm, this could refer to how users focus on certain aspects of a website or app, like banners, pop-ups, or video content. Understanding attention helps in designing interfaces that are engaging and don’t overwhelm or confuse the user. It’s crucial in determining where to place important information or calls to action.
3. Thinking: How do users make decisions and form opinions based on information and evidence?
   This area focuses on how users make decisions and form opinions based on the information presented to them. In user experience, this can relate to how users navigate a website and what influences their decision to make a purchase, click a link, or trust the credibility of the content. It involves understanding the logical processes and emotional influences behind user decisions.
4. Language: How does language in digital interfaces affect user cognition and behavior?
   In cognitive psychology, language is vital for user experience design. It includes the choice of words, tone, and clarity in digital interfaces. Effective language use can significantly impact how users understand and interact with digital content, guiding their decisions and overall engagement. It emphasizes the need for clear, user-friendly communication tailored to the audience’s needs.
5. Memory: How do users store and retrieve information from memory?
   This topic deals with how users store and retrieve information. In terms of user interface design, it’s important to understand how users remember information from one part of an interface to another, or from one visit to the next. This understanding can guide the design of navigation menus, the layout of information, and the overall user interface to make it more intuitive and easier to remember how to use.
6. Problem-Solving: How do users navigate and make decisions when faced with a problem or task?
   This refers to how users approach and resolve tasks or challenges. In a digital context, this could be how users find information on a website, complete a complex task in an application, or navigate through a troubleshooting process. Understanding the problem-solving process helps in designing interfaces that support and guide the user through these tasks efficiently and effectively, reducing frustration and increasing satisfaction.

1. https://dictionary.apa.org/cognitive-psychology ↩︎
2. https://twitter.com/micro1p/status/1231172011998797824 ↩︎
3. https://uxplanet.org/psychology-in-ux-design-understanding-cognitive-psychology-in-ux-design-375c940d34ab ↩︎