1. Designing with the Mind in Mind By Jeff Johnson
Sota Shimizu

2. Ch.1: 3 Factors of Biases in Perception
The past = experience
The present = current context
The future = goals

3. 1. Perception Biased by Experience (the past)
Perceptual priming
A random collection of spots or a Dalmatian dog?
Perceptual patterns (or frames)
False/Subconscious perception based on patterns learned from past experiences
House example
Habituation
Reflexive perception of recurring experiences
Occurs at a neuronal level
Attentional blink
Causes missing information or events if they appear in rapid succession.

4. 2. Perception Biased by Current Context (the present)
H or A?
McGurk effect
Hear “bah” seeing the mouth moving to actually pronounce “vah.”
What we hear can be biased by what we see, and vice versa.
Ventriloquism
Viewers do not perceive the talking as coming from the ventriloquist’s mouth but his/her puppet

5. 3. Perception Biased by Goals (the future)
Goals guide and filter perceptions
Guided by goals, our perceptions are preconsciously filtered to accomplish our goals.
For instance, if you are looking for some information (the goal) on the Internet, you automatically skip information unrelated to the goal, only focusing on relevant keywords.
Mechanisms
Influence where we look
Sensitize our perceptual system to certain features
Both basically means that goals influence sensitivity to related things (e.g. information of interest on the Internet, a person’s voice you are looking for, etc.).

6. Ch.2: Gestalt Principles
7 important Gestalt principles
Static objects
Proximity: Perception of closely situated items as related.
Similarity: Similarity in appearance generates relevance.
Continuity: Bias of visual perception to perceive continuous forms rather than disconnected segments.
Closure: Automatic trial to close open figures so they are viewed as whole objects instead.
Symmetry: Tendency to perceive symmetry objects in order to reduce complexity.
Figure/Ground: Separation of visual field into the figure and the ground.
Moving objects
Common Fate: Grouping objects that move in the same manner.

7. Ch.3: Visual Structure
The more structured information’s presentation is, the more quickly people can scan it.
Means of structuring data
Group related data
Break down complex information
Data-specific controls
Visual hierarchy (bullet points in this slide)

8. Ch.4: Human Color Perception
Our vision is optimized for contrast, not absolute brightness/colors.
3 color presentation factors affecting our perception:
(A) Paleness
(B) Color patch size
(C) Separation
Color-blind people perceive colors in different ways.
 Necessitates designing also from their perspective
4 External factors affecting color perception (out of designers’ control)
Variation among color displays (e.g. physical differences of monitors, their settings, etc.)
Grayscale displays
Display angle (how colors are displayed differs depending on the angle from which a person sees them)
Ambient illumination (e.g. turn off lights for projection screen)
Guidelines for using color  next slide

9. Guidelines for Using Colors
Distinguish colors by saturation and brightness, as well as hue.
 Otherwise, they are indistinguishable in grayscale
Use distinctive colors
Avoid color pairs that color-blind people cannot distinguish
Use color redundantly with other cues
 Icons for a folder and a zipped folder are the same in terms of their model but different in that the zipped folder icon has a closed zip on it (the zip’s color is additionally used to indicate the folder type)
Separate strong opponent colors
 Causes disturbing shimmering sensation

10. Discussion Questions
Is anyone in this class color-blind (if you are comfortable with coming out)? What difficulties have you experienced in your life?
Do you know a great design/an illusion that effectively utilizes Gestalt principles and color usage but is not introduced in the text?
How do you use colors for both people with and without color-blindness if you have to use many different colors?
Have you encountered a design that is terrible in terms of the concepts introduced today (biases, visual structure, and colors) ?
Did you habitually apply these concepts in your everyday life before reading the text (for example, note taking)?

11. Thank you 