Tagged “psychology”

Gestalt principles of perception

The whole is greater than the sum of the parts

Gestalt psychology is a theory of mind and brain positing that the operational principle of the brain is holistic, parallel, and analogue, with self-organising tendencies.


Plutchik’s wheel of emotion

Pyschologist Robert Plutchik developed one of the most popular classifications of emotion called Plutchik’s wheel of emotion.


Robert Cialdini’s 6 Universal Types of Influence

The human mind is an intriguing thing, capable of the most complex thought processes and ideas. Yet the brain is on automatic pilot for many situations. That allows the conscious mind to focus on other tasks. One potential drawback is that it is possible take advantage of our conscious inattention.


Taxonomy of emotions

Products and services can evoke a wide range of emotions, both negative and positive. Considering these emotions in the design process is an important step in understanding behavioural impact.


The Human Action Cycle by Don Norman

The human action cycle, also known as the Seven Stages of Action, is a psychological model which describes the steps humans take when they interact with computer systems. The model can be used to help evaluate the efficiency of a user interface (UI). Understanding the cycle requires understanding the user interface design principles of affordance, feedback, visibility and tolerance.


Top-down and bottom-up processing in sensation and perception

There are two general processes involved in sensation and perception. Bottom-up processing refers to processing sensory information as it is coming in. In other words, if I flash a random picture on the screen, your eyes detect the features, your brain pieces it together, and you perceive the image. What you see is based only on the sensory information coming in. Bottom-up refers to how we construct the image from the smallest sensory information pieces. Top-down processing, on the other hand, refers to perception driven by cognition. Your brain applies what it knows and what it expects to perceive and fills in the blanks.


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