Attention Getting it
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PROCESSING BEGINS BEFORE YOU PAY ATTENTION. Organizational structures, motion and contrast can affect the way a message is decoded. Good designers build in factors which are attended to involuntarily and automatically. Similarly, organization and structure help those who are already attending.
Attention Anecdote: The fire alarm went off this morning. No one knew what the noise was, but the insistent wail could not be ignored. The siren went from ear piercing high, lowered, then screamed again. Bright lights flashed in the halls. Before anyone knew what was happening, their attention was captured.
In the information processing model, four cognitive processes occur.
Selection: attention to certain pieces of incoming information in sensory memory. Followed by a transfer to short-term memory for additional processing
Organizing: the learner builds connections in short-term memory
Encoding: transfer from short-term memory to long-term memory
"A great deal of perceptual organization occurs preattentively,
Fleming and Levie (1993)
If you want to notice it, change it.
Once voluntary attention is given, the processing of information is already underway. Once conscious attention is paid, there is a change in the way information is processed. Pre-attentively, there was no direct communication with long-term memory. Now, both top-down and bottom-up processing occur simultaneously. Since processing has already begun, the designer can use the following.
Avoid irrelevant information.
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