IMAGE PERCEPTION

The capacity to comprehend our environment through the light that enters our eyes is known
as visual perception. Graphical user interfaces (GUIs), which are only viewed visually, have
drawn particular attention to the visual perception of colours, patterns, and structures.
Designers can consequently produce user interfaces that are more effective by having a better
understanding of visual perception.

Visual perception takes place when light is focused by the eye onto the retina. A layer of
photoreceptor (light-receiving) cells exists within the retina, and their purpose is to convert
light into a series of electrochemical signals that can be sent to the brain. The cerebral cortex
of the brain is where visual perception takes place; electrochemical impulses are transmitted
there via the optic nerve and thalamus.

Numerous visual perception characteristics are used in GUI design. To build GUIs that are
simple for users to perceive and comprehend, many designers use Gestalt principles (i.e., how
humans organise visual stimuli). Another illustration of how an awareness of visual
perception is an essential component of any designer's toolset is the visual perception of
affordances (action options in the environment).

Human vision is a remarkable feature that allows us to interact safely and accurately with our
environment without exerting much conscious effort. However, humans have a strong
connection to nature and the things that naturally occur in our surroundings, which has
important design consequences. The viewing experience degrades and there is a big risk that
people won't be able to utilise your items swiftly, safely, or without error if man-made objects
are not tuned to and supportive of human visual perception. In order to know what we can do
to make sure our products deliver the finest viewing experience possible; it is crucial that we
investigate how and why humans perceive the environment. This is why "The Ultimate Guide
to Visual Perception and Design" was created and why it is crucial for designers to be
knowledgeable in this area.

For those of us who are fortunate to have good vision, we seldom ever think about it. Going
off to research the what, why, and how of the situation is akin to trying to track down the
source of the wind by moving behind it. Happily, understanding the phenomena underlying
visual perception is much less time-consuming and, arguably, infinitely more fascinating. In
order to comprehend how vision is created, we will first go through the fundamental anatomy

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of the human eye over the course. Then, we'll examine a wide range of designs and evaluate
each one in light of particular facets of the human visual experience. We'll also pinpoint ways
to make designs better for supporting human eyesight and, consequently, increase usability.

PROJECTION TECHNIQUES

Deeply ingrained motivations and attitudes are frequently not expressed by respondents when
asked explicitly. In fact, respondents might not even be aware that they have these specific
attitudes or they might think that their intentions are unflattering. Respondents can project
their real or subjective ideas and beliefs onto other persons or even inanimate things using
projective techniques. From what the respondent says about other people, one might therefore
infer the respondent's true feelings.

Typically, projective techniques are applied in one-on-one or small-group interviews. They

incorporate a variety of research techniques. The following are a few of the more popular
ones:

 Test of sentence completion

 Test of thematic perception (TAT)
 Using third-person methods

Despite appearing to be straightforward, projective approaches frequently necessitate the

assistance of a qualified psychologist to help design the tests and interpret them.

Although deep emotions and cognitive processes particular to brands and goods are of
interest to market researchers, the goal is still to access those emotions, motives, attitudes,
biases, and cognitions that are below logical, conscious awareness.

Many projective techniques are highly helpful in market research, but some, like the
Rorschach Inkblot Test, are specialised to clinical psychology. The purpose of projective
approaches in market research is to tap into subconscious associations and emotional
connections rather than projection in the traditional, psychoanalytic sense. A good market
researcher would always check their conclusions with other sources. Findings using
projective approaches, like the majority of qualitative findings, are frequently afterwards
verified by survey research.

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Word associations, imagery associations, grouping and option ordering strategies,
associations between imagery and customer personas, and personification exercises are a few
examples of frequent projective approaches.

In-depth interviews and conventional focus groups are common settings for the application of
projective techniques. The methods typically produce detailed and accurate information and
don't call for extensive verbal literacy or planning. Even though the fundamental goal of the
activities is not always obvious to research participants, they frequently like them.

When trying to understand strong emotional bonds and mental representations of brands,
goods, and services, projective techniques can be crucial to consumer research.

Test of Word Association

Word association tests can be applied in a variety of contexts:

Respondents can be given a set of words or phrases in a random order, then asked to state or
write the first word or phrase that comes to mind;

When hearing certain brand names, respondents are asked what word or phrase instantly
comes to mind;

Respondents can also be questioned regarding slogans and what they imply;

Respondents are asked to provide a "human attribute" or pair a descriptive term with an
inanimate object or product in order to characterise it.

Example

For instance, when creating a strategic marketing plan for their community, a panel of tourist
industry experts was requested to identify "human characteristics" or personality traits for
both the cities and the villages in their region:

 Villages

Serene\sConservative

Quaint

Friendly

Accessible

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Reliable

 Cities

Brash

Rushed

Liberal

Modern

Cold

The majority of the tourism sector officials were from cities, and they vehemently
complained that traditionally, metropolitan areas had not been given enough attention in
advertising campaigns. This and other exercises led them to the understanding that the rural
areas were a significant aspect of the destination's overall allure and needed to be highlighted
as focal points in any marketing campaign.

Word association involves asking the subjects to read a list of words and to say the first word
that pops into their heads. The responses give the researcher access to a wide range of
"consumer vocabulary" related to brands or goods (Green, 1984).

Finding out about a brand's image or a product's qualities might be helpful with this. Subjects
must relate a brand or product to a person or personality type in order to personify it. The
pictures and words technique involves providing the respondents with a variety of phrases
and images, asking them to select those they believe best describe a company or a product,
and then asking them to justify their selection.

According to Green (1984), this enables the researcher to ascertain the more emotional
reactions to brands and visuals.

Completion of a Sentence

The sentence completion method asks responders to finish sentences that have been left
unfinished. These statements are typically written in the third person and have a propensity
for ambiguity.

Example

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Depending on the respondent's personality, the following sentences, for instance, would be
completed in a variety of striking ways:

A beach getaway is...

"Visiting the mountains for vacation is..."

"Golf is for..." "The typical individual thinks of skiing..." "Museum goers are..."

In general, sentence completion tests are simpler to comprehend than word association tests
since the offered answers are more thorough. However, the respondent can more easily tell
what they're trying to do, which can lead to less sincere answers.

The story completion test is a variation of this technique. The respondent is given a story in
words or visuals, and is then asked to finish it in his or her own words.

Thematic Apperception

In the Thematic Apperception Test (TAT), participants are shown one or more photos and
asked to describe what is happening, potential character dialogue, and/or potential future
developments in the "story." TAT is sometimes referred to as the "picture interpretation
technique" for this reason.

Although the image, illustration, drawing, or cartoon utilised must be intriguing enough to
spark conversation, it must also be ambiguous enough to avoid giving away the project's
subject matter right away.

TAT can be utilised in a variety of ways, including to extract characteristics linked to certain
items and assumptions about the kind of people who might consume particular goods or
services.

Example

Respondents were asked, for example, what kind of location would have a logo like this and
what a visitor may expect to see after being shown a schematic design (click here). Some of
the remarks included:

That brings to mind the garden.

It is undeniably the city in the countryside.

With the Empire State Building right there, it appears to be New York.

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calming, unwinding It has a regional focus because of the tree that allows you to see the
countryside and the city and buildings in the backdrop.

The subjects can be given a photo or a series of pictures that mostly feature consumers and
items. The individuals are typically asked to describe or take on the role of one of one or
more characters in confusing settings. They must describe the person's thoughts, words, and
actions. The subjects are asked to create a narrative around each image, including what
occurred before it and what might occur in the future.

Third Person

More than any other projective technique, the third-person technique is utilised to elicit
respondents' deeply held beliefs and attitudes that can be interpreted as reflecting badly on the
person. When they see "vices" in others, people frequently attribute "virtues" to themselves
instead.

The subjects are asked to express their views on the behaviours, emotions, or attitudes of
other individuals when using projective inquiry (third-person approaches). Drawings with
"bubbles" or cartoon tests give the researcher the chance to fill in the thought or speech
bubbles of the figures shown in confusing scenarios that interest them.

Example

For instance, if you ask someone why they may decide to take an Alaskan cruise, they might
say it's because of the beautiful landscape, the chance to meet intriguing people, or the chance
to experience a new culture. However, if the same question is posed about why a neighbour
might take such a cruise, the answer may very well be "brag appeal" or a desire to impress.

Respondents can speak openly about beliefs they might not otherwise admit to holding by
being given the chance to discuss someone else, such as a neighbour, a relative, or a friend.

Role playing or rehearsal can be used to make the third-person approach more dynamic. The
response is requested to mimic the actions or reflect the feelings of the third party in this
situation. This method can be very useful when working with kids because they "know" how
other people would behave but may not always be able to articulate it verbally.

Advantages and Disadvantages of Projective Techniques

On the one hand, projective techniques are criticised since the results frequently have little
meaning on their own and require interpretation to make sense of them. It is challenging to

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verify these interpretations because these techniques are used to reveal what could have
typically stayed hidden. Projective approaches lack scientific credibility since researcher
interpretations can be highly subjective and inconsistent among researchers. Additionally,
customers may struggle to imagine themselves in the roles being asked of them or may
experience excessive embarrassment, both of which might restrict their usefulness.

However, by providing deep insight into consumers' thoughts and feelings, these strategies
help brands create products and services or engage with customers in ways that have a lasting
impact. Customers are prevented from acting in socially acceptable ways and giving less
honest replies because the tactics are fresh and unstructured and there are no evident right or
wrong answers.

The subjectivity and lack of objectivity of projective techniques may be criticised, but it is
precisely these qualities that make them so ideal for studying consumer emotions. Through
the process of qualitative data collection, projective methodologies provide brands and
organisations immense value when they are properly developed and analysed.

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 References

Essentials of Marketing Research. New York: John Wiley & Sons, Inc.; Zikmund, W.G.
(1997). Exploring Marketing Research, 6th edition.