PERCEPTION

•Factors Affecting
Perception
•Perception Models
•Components of
perception
Perception
• It is defined as a cognitive process
which selects, organises and interprets
the stimuli.

Stimuli Attention Recognition

Translation

Satisfaction Performance Behaviour

PERCEPTUAL SELECTIVITY

• External Attention Factors:

• Intensity
• Size
• Contrast
• Repetition
• Motion
• Novelty & Familiarity
Internal Set Factors
• Learning & Perception
• Perceptual Set in the workplace
Figure Ground

• The Rubin vase shown here is an

example of this tendency to pick out
form.
Figure Ground
• The problem here is that we see
the two forms of equal importance.
If the source of this message wants
us to perceive a vase, then the
vase is the intended figure and the
black background is the ground.
• The problem here is a confusion of
figure and ground.
PERCEPTUAL ORGANISATION
• Figure Ground
• An attractive presenter appears with a product;
she is wearing a 'conservative' dress;
• Eye-tracking studies show substantial attention
to the product; three days later, brand-name
recall is high;
• An attractive presenter appears with a product;
she is wearing a 'revealing' dress;
• Eye-tracking shows most attention on the
presenter; brand-name recall is low.
• - confusion of figure and ground.
Perceptual Grouping
• Proximity
Things which are close together in space or
time tend to be perceived as grouped together.
Thus, if you want your audience to associate
the product with the presenter, put them close
together; if you want them to perceive two
ideas as associated, present them in close
proximity.
Perceptual Grouping
• Closure
Perceptual Grouping
• Closure
Receivers often prefer to be able to
complete messages themselves and
there is some evidence to suggest that,

for example, advertising in which

potential customers are required to play
an active rôle in completion of the
message is retained for longer. (There
is, of course, the danger that they may
complete it wrongly!)
Perceptual Grouping
• Continuity
Perceptual Grouping
• Continuity
• Where figures are defined by a single
unbroken line, they tend to be seen as
an entity.
• This principle is of course of particular
importance in graphic design. Even
something as simple as drawing a
squiggle to link up apparently disparate
elements on a page can be helpful in
suggesting to the reader that they are
parts of a whole.
Perceptual Grouping
• Similarity

Things which are similar are likely to form 'Gestalten' as

groups. So in the graphic on the left you probably see an
X of fir trees against a background of the others; in the
graphic on the right you may see a square of the other
trees, partly surrounded by fir trees.
Forms of Perceptual
Organization

• Perceptual Constancy
Gives sense of stability
• Perceptual Context
Gives meaning and value to sense of stimuli
• Perceptual Defense
Denial
Modification & distortion
Change in perception
Recognition
SOCIAL PERCEPTION
• Characteristics of Perceiver and
perceived
• Attribution
• Stereotyping
• Halo effect