Perception

On this lesson we had to presented our experiments. One of the experiment was about chocolate and about the question is the quality good as the price? There were 5 different chocolate bars. We had to taste them and try to guess which one was the cheapest and witch one the most expensive. Nobody could guess but everybody agreed that the taste one of that chocolate was horrible. On the end of the experiment we find out that horrible chocolate was second most expensive. After that everybody confirm: good quality not always goes with a expensive price.

Me and my group done experiment about package of perfume. we asked female and male from 3 groups of people what they think about the colour, pictures on the boxes, bottles etc., and how they should look like. First one was teenagers, second was student and adults and the third elderly people. after collect all the information we could say elderly people like not much complicated shapes of bottles and boxes, the colour must be not to bright and not to dark. teenagers like very bright colours and the package have to be eye-catching lots of pictures on boxes and unusual shapes. men like dark colours as black, blue or grey and women completely opposite. pink yellow orange are woman's colour. both group said the package is not very important have to has simply look. main thought of those experiments is perception and everything what is going with is very important in a branch of advertising and marketing. we are surrounded by adverts everywhere. Daily we encounter about 3000 different ads. adverts should be simple, easy to understand and unique so the customers can quickly associate ad with a product and product with a ad.


The individual develops a persistent & deep rooted way of perceiving, thinking & believing (Vernon 1955) “we get set in our ways”


Second part of the lecture was very interesting because we talked about Gestalt's Psychology. Is a theory of mind and brain that proposes that the operational principle of the brain is holistic, parallel, and analog, with self-organizing tendencies.

Looking on this picture not many people could find young woman and a man with a stick. most of them seen just the bald head of old man.

There are two main theories of Gestalt. The first one is grouping( proximity and similarity). We tend to group together objects that share similar physical characteristics – hence health and beauty brands sticking to certain colours and bottle shapes. Proximity is a very useful and effective form of expression in almost every medium of artistic and graphic communication. Whether it be clever in advertisement or poorly communicated through over stimulation its importance should not be ignored. Just as all of the principles discussed in this theory, the better understanding we as designers have of them, the more effective and well communicated our messages will be. Similarity between concepts is a function of the distance between the concepts in space. Concepts represented by points that are near to each other are more psychologically similar than are points that are conceptually distant.

Next theory is closure. We tend to see an incomplete picture as complete – we need to fill in the gaps – we do it automatically.

On this picture we can see either a man who is playing on horn and a face of young woman.

The last theory we talked about is stimulus ambiguity. A stimulus is said to be ambiguous when it does not correspond to an immediately recognisable shape or form. We need to find a context in order to interpret it.