Classic Conditioning

Classical Conditioning
This image was one of the very first images that jumped out at me when going through the VDDI book.  It sends a powerful and emotional message about the severity and consequences of drunk driving.  It depicts a young  victim, who survived a horrible accident caused by impaired driving and now has to live with the consequence of an severely altered appearance for the rest of her life. This poster compares the before and after image associates the strong negative emotional reaction evoked by the injuries and the behavior that caused it.

Classical Conditioning is a technique used to associate reactions resulting from an unconscious physical or emotional response. This technique is commonly used in dog training.  Having a dog myself, it’s very clear to me that my dog performs tricks knowing that a reward (a doggy treat) will be given in return.  The sound of a key in the door, creates excitement knowing that his mommy and daddy have arrived home.

Classical conditioning will be used in my E-lesson design to evoke positive emotional feelings as being elicited by our guests as a result of our reactions or thoughtful behaviors.

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VDDI Hierarchy of Needs

The same way a human survives by fulfilling their most basic need to survive Food, Water, Shelter ect. through the “Physiological Needs”, a strong visual design must meet the most basic need of “Functionality” before it can even consider satisfying the higher level needs. Here’s the chronological breakdown of the VDDI Hierarchy of needs starting with the “low level” needs:

Functionality – Does it work?

Reliability – Does it work consistently and of acceptable quality?

Usability – Is it easy for all users (regardless of physical abilities/ accessibility including perceptibility, operability, simplicity and forgiveness W3C guidelines)?

Proficiency – Does it achieve the outcome of doing things better than they could previously?

Creativity – Does user interact with design in innovative ways?

I feel this comparison visually displays the correlation of human needs and visual design needs but in VDDI terms; as if it were translated into a different language.

Nature or Nurture?

Nature or Nurture? – The Biophilia Effect and Savanna Preference
It’s no wonder why these two principles of design are apparent in our existing era; although we have evolved as a species, our desire to be surrounded in environments that are rich in nature views and open spaces are deeply rooted in our brains since the beginning of time.

The Biophilia Effect is most effective when used to design in environments of learning, healing and concentration using imagery that resembles natural environments like greenery or outdoor nature views.

The Savanna Preference focuses on design that uses lots of lush open spaces like scattered tress, water, uniform grassiness as opposed to desserts, dense jungles or complex mountains with obstructed views.  Going back to our ancestors and the need for survival, the preference was open spaces with more visibility and less obstruction especially when keeping an eye out for predators.  One other distinct difference with the Savanna preference is that its strongest with children and then eventually grows weaker with age as influences change.

Color me happy

Color can have a significant impact on the overall design used not just for aesthetic purposes but also to attract attention, group elements and indicate meaning.

Symbolism – After visiting several sites depicting ancient pictographs, it became more evident that colors can have several meanings depending on cultures.

Number of colors– To simplify images, best to stay within a 5 color maximum.  When picking color combinations stick to the color wheel combinations such as:

  • Analogous – combination of adjacent opposing colors
  • Complimentary – combination of opposing colors
  • Quadratic or Triadic  – combination of symmetric colors indicated by a square or triangle

Saturation  – +/- Gray where Darker colors are more serious or professional and lighter colors get more exciting and dynamic

The Red Effect – For women, wearing the color red is perceived as more attractive and for men, red signifies dominance.  Although sensitive to context, and usually used in advertising and product design the Red Effect general is related to female sexuality (clothes accentuating red lips or cheeks ) and male dominance (sports car or wearing a red tie)