Top 10 Ways Designers Shape Human Cognition
Experience designers play a pivotal role in shaping how users perceive, understand, and engage with content across different mediums. Recognizing the value of diverse mediums in shaping human cognition requires understanding both the strengths and limitations of each medium and then designing in ways that leverage their synergies. Here's a step-by-step guide to help experience designers design for a multimedia world:
1. Understand Human Cognition
Recognize that different media activate different cognitive processes. For example, visuals can quickly convey spatial relationships, text is good for detailed explanations, and sound can set mood and tone. Understand the concept of dual-coding theory, which posits that people process visual and verbal information separately but simultaneously, thereby enhancing understanding and recall.
2. Recognize Strengths of Different Mediums
Text is Good for conveying linear, logical information. Allows users to process at their own pace. Visuals quickly conveys relationships, showcases examples, and grabs attention. Sound adds emotion, tone, and can guide pacing. It can also help in reinforcing memory.
3. Achieve Balance and Harmony
Use each medium to complement the others. For example, visuals can illustrate what text describes, and sound can emphasize emotion. Avoid redundancy unless it's for reinforcement. If something is explained in text, it might not need a repeated verbal explanation. Make sure that the combination of mediums doesn't overwhelm users. Overstimulation can be counterproductive.
4. Prioritize Accessibility
Ensure that content is accessible to people with disabilities. Use alt-text for images, provide transcripts for audio, and ensure color contrasts meet accessibility standards. Remember that different people have different preferences; what works for one person might not work for another.
5. Test and Iterate
Test your designs on diverse audiences to gather feedback. This can help ensure that your multimedia content is coherent and effective. Stay updated with advancements in multimedia design principles and tools.
6. Stay User-Centered
While it's tempting to use all available mediums, always prioritize the user's needs and experience. Does the medium support the content and user's goal, or is it just a flashy distraction? Develop personas or use scenarios to guide decisions about which mediums will be most effective.
7. Consider Cultural Differences
Recognize that interpretations of visuals, sounds, and even text can vary across cultures. Design with a global audience in mind or tailor experiences for specific cultural groups.
8. Educate and Trail
As multimedia experiences become more complex, there might be a need to guide users on how to navigate and interact with the content. Offer clear instructions or onboard users if necessary.
9. Adopt a Holistic Approach
Think about how different elements (text, sound, visuals) fit together in the larger narrative or experience. They should feel cohesive and tell a unified story.
10. Stay Updated
Multimedia technology and design principles are always evolving. Stay informed about the latest research, trends, and tools in multimedia design.
