Question 1.
In your own words, write a summary of the article and provide critical analysis/discussion on the topic of the article.
Performance load can be thought of as the necessary mental and physical activity required in order to carry out a set task. Designers have noted that, if an increasing amount of mental effort is required in order to complete a task, then it is less likely to be completed successfully. Correspondingly it is noted that if the task has a less demanding performance load, it becomes more likely that the task will be completed quickly and with few or any errors (Doctordisrpution,2011)
Cognitive load
The higher the cognitive load required to complete a task, the more likely that errors will occur in completing the task, as finite mental resources become stretched to the point that the probability of errors increase in proportion to the increasing mental load. Cognitive load theory is the belief that humans possess limited working memory, memory that is required for completing tasks (Haji, Rojas, Childs, Ribaupierre & Dubrowski, 2015).
Kinematic load
Each activity undertaken requires physical activity in order to complete its dependant number of steps and force is required in order to complete those steps. The reducing or extending of those steps increases or decreases the force and effort of physical activity required (Doctordisruption, 2011).
Question 2.
The authors mentioned a design technique of “chunking” information to reduce cognitive load. Define and describe the chunking technique in relation to design and visual communication.
From a cognitive load theory perspective, it has been shown that smaller chunks of information are easier to hold in working memory, later this will aid in facilitating mental integration (Kalyuga, Ayres & Sweller, 2011). By grouping information in to chunks of digestible units we are able to convey large amounts information without overloading our working memory capacity and capabilities. Digestible units are composed of no more than nine separate items of information, nine separate items of information were chosen due to studies showing that this was the optimal amount of items a person remembers with the result of studies arriving at the magic number of seven items plus or minus two, known as the chunking limit (CA software in practice,2015). From a written communication standpoint by chunking information we are able to make those chunks of information stand out from a sea of data or words and can make information easier to digest and remember. From a visual design point chunking images allows images to be organised into recognisable groups for presentation purposes enabling an audience to process your information efficiently and with clarity.
Question (3).
The authors borrowed ideas traditionally studied by the psychology to discuss effective visual design. Why do you think a study of psychology is necessary (or not necessary) in design?
Psychology is absolutely necessary for effective visual design among other applications, as our psychological make up as human beings and how our individual experiences shape our psychology largely influence and dictate our actions. Effective visual design that is grounded in how humans perceive their reality, is provided by psychology as limitless potential in conveying information or ideas presents itself when combining those two ideas. For example, it has been proven that the way a product is tailored to the selected consumer, will ultimately determine if the consumer will by that product. Selling products is not the only thing effective design coupled with psychological insight can achieve, for example the Obama poster that was used in the first successful election of Barrack Obama to the office of the US President is a good example of where psychology and visual design meet to complement each other.
Activity) Provide 3 visual examples of products or artefacts (found in everyday surroundings) that satisfy the design principle of Performance load. Upload them on your blog site with a brief explanation why the products satisfied the design principle.
(Image Shepard Fairey’s Barrack “HOPE” Obama poster 2008)
The Obama hope poster is a good example of the principles in performance load. There are minimal steps required in ascertaining the intent behind the poster, the designer of the poster intended for the audience to associate Barrack Obama who was campaigning to be elected President of the United States of America with the emotion and belief of Hope. The context of the time around his election campaign add further weight behind the campaigns poster, as the US was undergoing domestic problems concerning ongoing foreign wars, economic problems and social upheaval. This poster was an attempt to break with the status quo of the political class in voting for what was considered a new untarnished politician who believed he could make a difference for the average American but could not do so without the support of voters who might otherwise be jaded with the political process.
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(Image unknown author. Retrieved 28th May 2016 from http://shimonacarvalho.com/wp-content/uploads/2012/07/cockpit.jpg)
An aircraft cockpit is designed in such a way as to reduce the performance load between two people, who are each in charge of certain functions. The cognitive load and the Kinematic load these days are reduced due to the advent of autopilot and the automation of various aspects of the aircraft.
If you compare Windows 3.0 with Windows 95 (9.0) you can see improvements in kinematic load theory as the desktop interface is less cluttered and with the introduction of windows 95’s more user friendly interface and operating system, it would lead to truly incredible amounts or revenue for Microsoft which coupled with its success would cement them as the go to operating system company and product.
(Image above, Microsoft Windows 3.0. Microsoft Corporation, uploaded to Wikipedia 2010)
(Image right, Microsoft Windows 95 (9.0). Microsoft Corporation, uploaded to Wikipedia 2014)
References
Doctordisruption. (2011). Principles of Design #36 – Performance Load. Retrieved 28th May 2016 from, http://www.doctordisruption.com/design/principles-of-design-36-performance-load/
Haji, F. A., Rojas, D., Childs, R., Ribaupierre, S., & Dubrowski, A. (2015). Measuring Cognitive Load: Performance, Mental Effort and Simulation Task Complexity. Medical Education, 49(8), 815-827. doi:10.1111/medu.12773
Kalyuga, S., Ayres, P., & Sweller, J. (2011). Cognitive Load Theory (1. Aufl. ed.) Springer Science + Business Media.
Chambers and Associates. (2016). CA software in Practice. Definition: Chunking in Practice. Retrieved 28th May 2016 from, http://www.chambers.com.au/glossary/chunking_principle.php
Fairey, S. (2008). Barrack “HOPE” Obama Poster. Retrieve 28th May 2016 from,https://upload.wikimedia.org/wikipedia/en/5/55/Barack_Obama_Hope_poster.jpg
Image unknown author. Retrieved 28th May 2016 from http://shimonacarvalho.com/wp-content/uploads/2012/07/cockpit.jpg
Image Microsoft Corporation Windows 95. (2014). Wikipedia Upload. Retrieved 28th May 2016 from, https://en.wikipedia.org/wiki/Windows_95#/media/File:Windows_95_at_first_run.png
Image Microsoft Corporation Windows 3.0. (2010). Wikipedia Upload. Retrieved 28th May 2016 from, https://en.wikipedia.org/wiki/File:Windows_3.0_workspace.png
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