100 main principles of design. How to keep attention Susan Weinshank
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Title: 100 main principles of design. How to keep attention
About 100 Essential Design Principles. How to Hold Attention by Susan Weinshank
Design is not just a project of an interior, a corporate identity or a website. This is a whole process that includes not only a competent selection of colors, sizes and shapes of elements, but also taking into account human psychology. Have you noticed that one advertisement attracts your attention, while another, even placed on billboards, you do not even notice?
The 100 Essential Design Principles book. How to keep attention” will tell you how to keep the attention of consumers on your advertising. This will allow you to increase sales or website traffic.
A person considers what interests him, according to a certain scheme - in the form of a zigzag, he looks through a site or a page in a magazine. This is enough to understand the whole meaning of what is written and depicted. If you stick to this simple rule, you will be able to put the most important information where it will be noticed.
Among other things, the book “100 main principles of design. How to Keep Attention Susan Weinshank talks about how to get consumers to do what you need, how to focus their eyes on the most important information, how to use a variety of colors, how to choose the font size and style so that they really work.
Susan Weinshank is a PhD in Psychology. She worked on modern research on human behavior, analyzed the data and then created a book that contains all the secrets of the psychology of modern man.
Today, people are somewhat different from those that were a few decades ago. We all have learned to surf the web, that is, to skim through pages on the Internet, without reading all the information, but only noticing something important for ourselves. That is why designers need to consider the sequence in which a person views the page in order to place company contact information or useful information about products in these places.
Susan Weinshank's 100 Essential Design Principles. How to keep attention” will be useful to everyone involved in design projects. Thanks to the useful information that you will learn from this publication, you will be able to create designs that are not only attractive in appearance, but also more effective, thought out from the point of view of human psychology.
Moreover, the knowledge gained from this book, you will be able to apply not only in design, but in a wider area. There is more psychology here, how a modern person thinks and acts, so you can become more sociable, understand your interlocutors and guess their desires.
On our site about books, you can download the site for free without registration or read the online book “100 Main Principles of Design. How to Hold Attention” by Susan Weinshank in epub, fb2, txt, rtf, pdf formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and a real pleasure to read. You can buy the full version from our partner. Also, here you will find the latest news from the literary world, learn the biography of your favorite authors. For novice writers, there is a separate section with useful tips and tricks, interesting articles, thanks to which you can try your hand at writing.
Quotes from the book "100 main principles of design. How to Hold Attention by Susan Weinshank
Computer screen cues When designing an application or website, think about the cues that objects on the screen will send. For example, have you ever wondered what makes people click on a button? The shadow of the button is the signal that clearly indicates that the button can be pressed and that pressing is the way that makes the button work.
Use shadows to highlight an object when it is selected or active.
Avoid incorrect incentive signals.
Modify hover signals if you plan to use web applications on devices that support multitouch.
Give your text meaningful headings. This is very important for the further perception of the text.
Always keep your target audience in mind. If the text is intended for a wide range of readers, use simple words.
There is no difference in readability between serif and sans-serif fonts.
Unusual and overly decorative font can interfere with pattern recognition and reduce reading speed.
If people have difficulty reading type, they tend to transfer this feeling to the text as a whole and may decide that the subject matter being discussed in the text is difficult to understand.
Use sequential expansion. Provide the right information at the right time.
You are faced with a choice: mouse click or mental effort? Select mouse click.
Before using sequential expansion, make sure you know what and when most people want to find on your site.
Some say that this is because color blind people are not confused by color spots, others - because they perceive images, shape and texture more subtly. Be that as it may, for some color blind people camouflage is not a disguise, which is not the case for those who have full color vision.
Perhaps people don't notice on your web page what you've been posting so carefully and for so long in the hope of surprising the world? Human perception depends on the level of training, knowledge, degree of familiarity with the material that a person is looking at, and mental models of a person.
Here's what gets the most attention:
anything that moves (like video or animation);
eyes that look directly at us;
images that include food, sex, or danger;
stories;
loud noises (to be dealt with in principle 48).
In memory of Miles and Janet Schwartz. Too bad you can't read this book.
Thanks
A huge thank you to all of my great team at Peachpit, especially my editor Jeff Riley who I emailed daily. Thanks to Michael Nolan for helping me write this book. Thanks to Guthrie Weinschenk for the photos, Maisie Weinschenk for the great ideas, Peter Weinschenk for the support and patience. And thanks to all those who read my blog, come to my presentations, and generally listen to me when I talk about psychology. You express valuable ideas, opinions, and therefore I continue to write about psychology and design.
Design psychology
Whether you're building a website, medical equipment, or any other product, your target audience is made up of people who deserve good design.
And your direct responsibility is to know your target audience well.
How do people think? How do they make decisions? What makes a person click a button or buy something? How to get people to do what you want?
You will learn about all this from this book. You'll learn how to grab people's attention, what mistakes they make and why, and much more to help improve your design.
And you can really improve the design - because I've already done most of the hard work for you.
I belong to that strange category of people who like to dig into research, rummage through a huge amount of materials. So I read and sometimes re-read dozens of books and hundreds of scientific articles and selected the theories, concepts and scientific research that are most interesting from my point of view.
Then I combined them with my own experience gained over many years of work in the field of interface design.
And now you hold in your hands the result of this work: the 100 main principles of design - or 100 things that I think you need to know about people.
How does a person see
Sight is the main channel of perception. Half of the brain's resources are used to process and interpret visual information. What our eyes perceive is only part of the overall process. Images entering the brain are modified and interpreted. It is safe to say that the brain "sees".
1. What we see is different from what goes into the brain
There is a well-established opinion that during a walk or, for example, sightseeing, our eyes transmit information to the brain, which processes it and presents a realistic picture of what surrounds us. But our eyes do not work like a camera that objectively captures the world. In fact, they act in conjunction with the brain, which in a certain way “interprets” the visible world. The brain continuously interprets everything you see. Look, for example, at fig. 1.1.
Rice. 1.1. You see triangles, but there aren't really any.
What are your eyes telling you? You can see a black outline of a triangle in the background with a white inverted triangle superimposed on top. But this is not at all what is actually present in the picture, is it? In reality, there are only lines and partially filled circles. Your brain "creates" an inverted white triangle from empty space, because that's exactly what you expect to see. This illusion is called the Kanizsa triangle, after the Italian physiologist Gaetano Kanizsa, who demonstrated this effect in 1955. Now look at fig. 1.2, which creates a similar illusion of a rectangle.
Rice. 1.2. Kanizha rectangle example
The brain uses stereotypes
Our brain uses stereotypes to quickly process information about the world around us. Every second he receives millions of sensory signals and tries to understand the meaning of each of them. Based on practical considerations and based on previous experience, the brain interprets visual signals. Usually this method works without failure, but sometimes errors occur.
Shapes and colors can influence what people see (or think they see). Figure 1.3 shows how color helps shift attention from one message to another.
Rice. 1.3. Color and shapes can affect what people see
If you want to see something in the dark, don't look directly at it.
The eye contains 7 million cones (retinal cells) that provide visual perception of the entire palette of colors during the daytime, and 125 million rods (retinal cells) that provide twilight and night vision. The cones are located in the fovea (central visual field) and the rods are evenly distributed on the retina. So if you want to see something in low light, don't look directly at it.
Optical illusions - the cause of errors
Optical illusions are an example of how the brain interprets what the eyes see. For example, in fig. 1.4, the left line appears to be longer than the right line, although they are actually the same. This effect is named after Franz Muller-Lyer, who discovered it in 1889.
Rice. 1.4. These lines are actually the same length.
The picture we see is flat, not three-dimensional
Light rays enter the eye through the cornea and lens. The lens (which is the lens) focuses the image on the retina. On the retina, a two-dimensional image is always obtained, even if the observed object is three-dimensional. This image is sent to the visual cortex, where pattern recognition takes place, for example: "Oh, I know what this is - this is a door." It is in the cerebral cortex that a two-dimensional image is transformed into a three-dimensional one.
The visual area of the cerebral cortex gathers all the information together
According to John Medina (2009), light rays pass through the pupil, lens, and vitreous body, hit the retina exactly, and form clear images of objects on it. Light-sensitive eye cells convert light into electrical signals and send these signals as separate tracks to especially sensitive nerve endings. Some tracks contain information about shadows, others contain information about movement, and so on. Twelve of these tracks are then sent to the visual cortex. Different parts of the cortex respond to this information and process it. For example, one region only responds to 40° lines, another to color, a third to motion, and a fourth to borders. Ultimately, all this data fits into two tracks: one determines the movement (is the object moving?), and the other determines the location (how is the object located in relation to me?).
conclusions
Perhaps people don't notice on your web page what you've been posting so carefully and for so long in the hope of surprising the world? Human perception depends on the level of training, knowledge, degree of familiarity with the material that a person is looking at, and mental models of a person.
Your assumptions about what people see on a web page may not match what they actually see.
You can convince people to see things in a certain way.
2. Peripheral vision is used more than central vision in order to comprehend the essence of what is seen.
We have two kinds of vision: central and peripheral. Central vision is used to distinguish details. Peripheral vision encompasses the rest of the visible field—areas that we see but do not look at directly. Peripheral vision makes it possible to see things from an angle that is unusual for the eye, and new research from Kansas State University has shown that it plays a more important role in understanding the world around us than was commonly believed. It turns out that we get information about the world around us from our peripheral vision.
Adam Larson and Lester Loschky (2009) showed viewers ordinary pictures, such as photos of the kitchen or living room. In some images, the outer part was cut out, and in others, the central part. The pictures were displayed for a very short time and through a special gray filter so that they were difficult to see (see Fig. 2.1–2.2). Participants were then asked to describe what they saw.
Rice. 2.1. Photo depicting the central part in the experiment of Larson and Loshchka
Rice. 2.2. Photo showing the periphery in the experiment of Larson and Loschka
Larson and Loshchki found that in the absence of the central part of the image, people could still distinguish the kitchen from the living room. But if there was no peripheral part, the "experimental" could not say anything about the room. During the experiment, the researchers cut out fragments of photographs of various sizes and came to the conclusion that central vision is mainly responsible for recognizing individual objects, but the general meaning of the picture is captured by peripheral vision.
Our ancestors survived thanks to peripheral vision
Our distant ancestor, who carelessly sharpened his stone knife or looked at the clouds and noticed a creeping cave lion, was able to survive and continue his lineage. The one who had poor peripheral vision ended up in the stomach of a lion and, therefore, could not pass on his genes to offspring.
Recent research supports this concept. Dimitri Bayle (2009) placed images of dangerous objects in either the central or peripheral field of view of the subject. He then measured how long it would take for the amygdala (the part of the brain responsible for the emotional perception of dangerous images) to react. When a dangerous object appeared in the central field, this process took from 140 to 190 ms, but when it appeared in the peripheral field of view, it took only 80 ms for the amygdala to respond.
conclusions
When looking at a computer screen, people use their peripheral vision and usually decide which page to stop on based on the first impression their peripheral vision gives them.
While the middle of the screen is important for central vision, the edges should not be ignored. Make sure that the information placed on the periphery is consistent with the goals of the web page or site.
If you want users to focus on the center of the screen, don't use animations or flashing elements on the periphery.
3. People identify objects with recognizable images
Recognizable images help you quickly recognize sensory signals every second. Your eyes and brain are wired to create images, even if there aren't any. On fig. 3.1 you will first see four pairs of spots and only then eight individual spots. The interval or its absence is interpreted as an image.
Rice. 3.1. Your brain wants to see images
Neurons respond to certain shapes
In 1959, David Hubel and Torsten Wiesel showed that some cells in the visual cortex respond only to horizontal lines, others only to vertical lines, others only to edges, and others only to certain angles.
Geon theory
Over the years, many different theories have been created about how we see and recognize objects. One early theory was that the brain is a repository of millions of "patterns" of objects, and when we see an object, we match it against the "patterns" in memory until a similar item is found. But recent research suggests that we find familiar basic shapes in everything we see and use these basic shapes, called geometric icons (geons), for object recognition. Irving Biederman proposed the geon theory in 1985 (Figure 3.2). It is assumed that there are 24 recognizable basic forms; blocks are formed from them to build all the objects that we see and identify.
Rice. 3.2. Some examples of Biedermann geons
The visual cortex is more active when imagination is at work.
The visual cortex is more active when you are imagining something than when you are actually perceiving the object (Solso, 2005). When we let our imagination run wild, arousal occurs in the same area of the visual cortex, but the activity is higher. This is explained by the work that the visual cortex has to produce in the case when the stimulus is not directly present.
conclusions
Use recognizable images as often as possible, as people automatically pay attention to them. Use merging and splitting to group images.
If you want people to recognize an object (such as an icon), use simple geometric shapes. This makes it easier to recognize the base geons and thus makes it faster and easier to recognize the object.
2D elements are preferred over 3D ones. The eyes transmit information to the brain in the form of two-dimensional objects. Three-dimensional representation on the screen can significantly slow down recognition and understanding.
4. A special part of the brain is responsible for recognizing faces.
Imagine that you are walking along a busy street in a big city and suddenly you see one of your relatives. Even if you did not expect to meet this person, and even if tens or hundreds of people are in your field of vision, you will immediately recognize him or her. In addition, you will feel the corresponding emotional reaction, whether it be love, hate, fear, or anything else.
Although the visual cortex itself is quite large, there is a special area of the brain outside the visual cortex whose only function is face recognition. Identified by Nancy Kanwisher (1997), the fusiform face area (FFA) allows the perception of faces "bypassing" the usual interpretive channels and helps to recognize them faster than other objects. This gyrus is located near the amygdala of the cerebellum, which is the emotional center of the brain.
Autistic people don't use the fusiform gyrus to recognize faces
Research by Karen Pierce (Karen Pierce, 2001) has shown that people with autism do not use FFA for facial recognition. Instead, they use other, more conventional areas of the visual cortex that are normally used to recognize and interpret objects, but not faces.
We track the direction of gaze
Studies of eyeball movements show that if the eyes in the picture are looking not at us, but at the object depicted on the web page (Fig. 4.1), we also look at this object.
Rice. 4.1. We look where the person in the picture is looking
But we should not forget that if people look at something, this does not mean that they really see this object. Therefore, when developing your own web page design concept, decide whether you want to establish an emotional connection (eyes look directly at the user) or draw attention to a product or object (eyes look directly at the product).
Newborns prefer to look at faces
Studies by Catherine Mondloch and others (Catherine Mondloch, 1999) have shown that newborns less than an hour old pay attention to objects that resemble faces.
It is through the eyes that people decide who is alive.
Christine Looser and T. Wheatley (2010) took photographs of people and modified them, consistently approaching the image of an inanimate mannequin. The subject of the study was at what point in the sequential transformation of the face the subject decides that the picture is no longer an image of a living person. On fig. 4.2 shows examples of such pictures. Studies have shown that respondents stopped considering the subject in the picture alive after the change reached 75%. It has also been found that people, in order to decide whether an image is a living person, mainly pay attention to the eyes.
Rice. 4.2. An example of the transformation by Loser and Vetli of a human face into a mannequin face
conclusions
Web visitors recognize and respond to faces faster than anything else (at least non-autistic people).
Eyes that look directly at the user from the screen have the greatest emotional impact, perhaps because the eyes are the most important part of the face.
If the eyes on a web page are looking at an ad or a product, the visitor is also keen to look at that product. However, looking at him, he does not necessarily pay special attention to him.
5. "Perspective" objects
If you ask someone to draw a cup of coffee, then most likely you will get something that looks like rice. 5.1.
Rice. 5.1. How do we "see" objects in our minds?
Stephen Palmer (Stephen Palmer, 1981), traveling around the world, asked to draw a cup of coffee. Examples of these drawings are shown in fig. 5.2.
Rice. 5.2. This is how most people draw a cup of coffee
Pay attention to angles and perspective. Several cups are drawn standing straight, but most of them are drawn in compliance with the laws of perspective, as if we were looking at the cups from above and at a slight angle. This vision is in line with canonical perspective. Very few will draw a cup of coffee as shown in fig. 5.3, top view.
Rice. 5.3. Most people don't picture a cup like that.
I wouldn't draw like that, you say, but... why not? Indeed, most often people view a cup of coffee in this perspective, but I should note that such studies were not limited to cups of coffee, and people recognized objects most quickly in the canonical perspective, even if they did not encounter these objects very often.
During the research, people were asked to identify various animals, such as a small dog or cat. The canonical perspective has always won, although more often than not, we look at cats or small dogs from the top down, from the height of our height, and not just a little from above (of course, if you do not have to get the animal from under the table). It turns out that recognizing objects from a canonical perspective is a universal human trait.
conclusions
People recognize drawings or objects faster and remember them better when they are presented in a canonical perspective.
If you plan to use icons or pictograms on a website or web page, draw them in a canonical perspective.
6. Image viewing is based on experience and expectations
What do people pay attention to first of all when looking at a picture on a computer screen? What are they looking at next? It depends on what they do and what they expect. If a person, by virtue of upbringing and education, reads the text from left to right, he will “scan” the screen in the same way - from left to right. If he reads from right to left, then vice versa. However, only a few start viewing from the top corner (left or right). Since people are absolutely sure that on the page of any site there are things that are not important and not necessary for solving the immediate task (such as logos, empty spaces, navigation bars, advertising, etc. (Fig. 6.1)), in most cases they pay attention to the center of the screen and ignore the edges.
Rice. 6.1. We ignore the information at the edges of the screen and rush to the meaningful information.
After the first glance at the screen, the gaze moves in accordance with the usual way of reading (left to right, right to left, top to bottom). If something attracts attention, such as a large photo (especially with a picture of a face) or movement (an animated banner or video) in any part of the screen, the usual pattern is broken.
Each person has stereotypes of what and where he wants to see
Most people have an internal idea (mental model) of how elements should be laid out on a computer screen and what the websites they use should look like. The person looks at the screen based on these mental models. For example, often visiting the site of the same online store, when loading the site page, the user hopes to see the product search field in the usual place.
When problems arise, the field of view narrows.
If an error message appears on the screen or other unexpected information interferes with the task, the user stops paying attention to other parts of the screen and focuses on the problem area. We will discuss this in more detail in the chapter "To Err is Human."
conclusions
Place important information (or items you want to draw attention to) in the top third of the screen or in the center.
Avoid placing any important information on the edges of the screen, as this is where people usually don't look.
Design the screen or page in such a way that your target audience can move their eyes in accordance with the usual way of reading. "Jumping" across the screen from object to object can tire the user.
A new book from Susan Weinshank called will be of interest to all those who are engaged in graphic design and are trying in every way to draw the viewer's attention to the necessary details in their work.
In fact, the title of this book was not translated very well (or not very accurately). The original title of the book is 100 Things Designers Need to Know About People, but that little title bug doesn't detract from the great content of this book.
The book deals with almost all aspects of human perception: from the visual to the sensitive - what exactly motivates a person to make certain decisions.
The book contains many illustrative examples and studies on how people perceive the world around them, what they pay attention to in the first place, and what they prefer not to notice. The problem of correctly directing the viewer's attention in any area of design is very important, but this factor is most important in designing interfaces and good infographics. With interfaces, almost everything is already clear: in a good interface, a person should not have a single question about where to click in order to get exactly what he wants.
But in infographics, the visual perception factor is slightly changed, because if we consider a static infographic (picture), then the user has no choice where to click or how to do something. All that the viewer can do is perceive the information presented to him. And if he sees something incomprehensible to him, then the explanation of this incomprehensible should be located in the immediate vicinity of the commented object. Thus, you cannot force the reader to rush around the whole picture in search of a comment, because. while he is looking for this comment, he can completely forget what was incomprehensible ...
Grand total
The book is very informative and useful to absolutely everyone, even those who are just thinking about the profession of a graphic designer in the field of interfaces or infographics. In any of these areas, it is extremely important to correctly manipulate the attention of the viewer, not to direct his attention by force, but only to push him to the correct reading of the information.
Susan Weinshank
100 main principles of design
In memory of Miles and Janet Schwartz. Too bad you can't read this book.
Thanks
A huge thank you to all of my great team at Peachpit, especially my editor Jeff Riley who I emailed daily. Thanks to Michael Nolan for helping me write this book. Thanks to Guthrie Weinschenk for the photos, Maisie Weinschenk for the great ideas, Peter Weinschenk for the support and patience. And thanks to all those who read my blog, come to my presentations, and generally listen to me when I talk about psychology. You express valuable ideas, opinions, and therefore I continue to write about psychology and design.
Design psychology
Whether you're building a website, medical equipment, or any other product, your target audience is made up of people who deserve good design.
And your direct responsibility is to know your target audience well.
How do people think? How do they make decisions? What makes a person click a button or buy something? How to get people to do what you want?
You will learn about all this from this book. You'll learn how to grab people's attention, what mistakes they make and why, and much more to help improve your design.
And you can really improve the design - because I've already done most of the hard work for you.
I belong to that strange category of people who like to dig into research, rummage through a huge amount of materials. So I read and sometimes re-read dozens of books and hundreds of scientific articles and selected the theories, concepts and scientific research that are most interesting from my point of view.
Then I combined them with my own experience gained over many years of work in the field of interface design.
And now you hold in your hands the result of this work: the 100 main principles of design - or 100 things that I think you need to know about people.
How does a person see
Sight is the main channel of perception. Half of the brain's resources are used to process and interpret visual information. What our eyes perceive is only part of the overall process. Images entering the brain are modified and interpreted. It is safe to say that the brain "sees".
1. What we see is different from what goes into the brain
There is a well-established opinion that during a walk or, for example, sightseeing, our eyes transmit information to the brain, which processes it and presents a realistic picture of what surrounds us. But our eyes do not work like a camera that objectively captures the world. In fact, they act in conjunction with the brain, which in a certain way “interprets” the visible world. The brain continuously interprets everything you see. Look, for example, at fig. 1.1.
Rice. 1.1. You see triangles, but there aren't really any.
What are your eyes telling you? You can see a black outline of a triangle in the background with a white inverted triangle superimposed on top. But this is not at all what is actually present in the picture, is it? In reality, there are only lines and partially filled circles. Your brain "creates" an inverted white triangle from empty space, because that's exactly what you expect to see. This illusion is called the Kanizsa triangle, after the Italian physiologist Gaetano Kanizsa, who demonstrated this effect in 1955. Now look at fig. 1.2, which creates a similar illusion of a rectangle.
Rice. 1.2. Kanizha rectangle example
The brain uses stereotypes
Our brain uses stereotypes to quickly process information about the world around us. Every second he receives millions of sensory signals and tries to understand the meaning of each of them. Based on practical considerations and based on previous experience, the brain interprets visual signals. Usually this method works without failure, but sometimes errors occur.
Shapes and colors can influence what people see (or think they see). Figure 1.3 shows how color helps shift attention from one message to another.
Rice. 1.3. Color and shapes can affect what people see
If you want to see something in the dark, don't look directly at it.
The eye contains 7 million cones (retinal cells) that provide visual perception of the entire palette of colors during the daytime, and 125 million rods (retinal cells) that provide twilight and night vision. The cones are located in the fovea (central visual field) and the rods are evenly distributed on the retina. So if you want to see something in low light, don't look directly at it.
Optical illusions - the cause of errors
Optical illusions are an example of how the brain interprets what the eyes see. For example, in fig. 1.4, the left line appears to be longer than the right line, although they are actually the same. This effect is named after Franz Muller-Lyer, who discovered it in 1889.
Rice. 1.4. These lines are actually the same length.
The picture we see is flat, not three-dimensional
Light rays enter the eye through the cornea and lens. The lens (which is the lens) focuses the image on the retina. On the retina, a two-dimensional image is always obtained, even if the observed object is three-dimensional. This image is sent to the visual cortex, where pattern recognition takes place, for example: "Oh, I know what this is - this is a door." It is in the cerebral cortex that a two-dimensional image is transformed into a three-dimensional one.
The visual area of the cerebral cortex gathers all the information together
According to John Medina (2009), light rays pass through the pupil, lens, and vitreous body, hit the retina exactly, and form clear images of objects on it. Light-sensitive eye cells convert light into electrical signals and send these signals as separate tracks to especially sensitive nerve endings. Some tracks contain information about shadows, others contain information about movement, and so on. Twelve of these tracks are then sent to the visual cortex. Different parts of the cortex respond to this information and process it. For example, one region only responds to 40° lines, another to color, a third to motion, and a fourth to borders. Ultimately, all this data fits into two tracks: one determines the movement (is the object moving?), and the other determines the location (how is the object located in relation to me?).
conclusions
Perhaps people don't notice on your web page what you've been posting so carefully and for so long in the hope of surprising the world? Human perception depends on the level of training, knowledge, degree of familiarity with the material that a person is looking at, and mental models of a person.
Your assumptions about what people see on a web page may not match what they actually see.
You can convince people to see things in a certain way.
2. Peripheral vision is used more than central vision in order to comprehend the essence of what is seen.
We have two kinds of vision: central and peripheral. Central vision is used to distinguish details. Peripheral vision encompasses the rest of the visible field—areas that we see but do not look at directly. Peripheral vision makes it possible to see things from an angle that is unusual for the eye, and new research from Kansas State University has shown that it plays a more important role in understanding the world around us than was commonly believed. It turns out that we get information about the world around us from our peripheral vision.
Why is flashing an image so annoying
The peripheral vision of a person, regardless of our desire, captures the movement. For example, if you're reading text and there's animation on the screen, or a constant change in brightness and color around the edges of the screen, you can't ignore it. If you need to focus on text, web design tricks like this can be quite annoying. It works peripheral vision! That is why advertisers use brightness and color changes in ads located at the edges of web pages. It's annoying, but attracts attention.
Adam Larson and Lester Loschky (2009) showed viewers ordinary pictures, such as photos of the kitchen or living room. In some images, the outer part was cut out, and in others, the central part. The pictures were displayed for a very short time and through a special gray filter so that they were difficult to see (see Fig. 2.1–2.2). Participants were then asked to describe what they saw.
