Design Principle Review'''

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Principles of Design
UTD/ATEC 2384.001
Class 9 Design Principle / Psychology
Aesthetics
3
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
4
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
5
Hierarchy of Needs
user empowerment

• In order for a design to be successful, it must
  meet peoples basic needs before it can attempt
  to satisfy higher-level needs
• Applying Maslows Hierarchy of Needs personality
  model to a similar hierarchy of needs model of
  design attributes that begin with basic
  requirements that form a foundation at the bottom
  and progress upward to self-actualizing
  creativity at the top
• Functionality the design must meet basic
  functional requirements
• Reliability the design must perform
  consistently at quality level
• Usability design must anticipate human error
  and be easy to use
• Proficiency empower people to be more than they
  were in past
• Creativity design enables people to explore and
  innovate

Universal Principles of Design -106
6
Hierarchy of Needs
user empowerment

• In order for a design to be successful, it must
  meet peoples basic needs before it can attempt
  to satisfy higher-level needs
• Applying Maslows Hierarchy of Needs personality
  model to a similar hierarchy of needs model of
  design attributes that begin with basic
  requirements that form a foundation at the bottom
  and progress upward to self-actualizing
  creativity at the top
• Functionality the design must meet basic
  functional requirements
• Reliability the design must perform
  consistently at quality level
• Usability design must anticipate human error
  and be easy to use
• Proficiency empower people to be more than they
  were in past
• Creativity design enables people to explore and
  innovate

Universal Principles of Design -106
7
Hierarchy of Needs
user empowerment
Maslows Hierarchy of Needs
Design Hierarchy of Needs
Universal Principles of Design -107
8
Psychology Aesthetics
human needs desires
9
Hierarchical Design Attributes
definitions
Actualized Empowered Performance
The need to act out and experience ones full
potential The need to augment ones skills and
abilities The need to enhance ones experiences
and accomplishments
Dynamic
Aesthetic Entertaining Evocative
The need to appreciate beautiful things with
emotion and sensation The need to admit into the
mind pleasant discoveries for consideration The
need to produce or suggest through artistry and
imagination
Creativity
Emergence Intuitive Meaningful
The need to discover new things, characterized by
evolutionary emergence The need to perceive
truth, fact, etc., independent of any reasoning
process The need to possess significant and
purposeful knowledge and understanding
Intelligence
Esteem Expression Recognition Singularity Uniquene
ss
The need for personal regard, respect or
admiration The need to make outward indications
of ones feelings or character The need for
acknowledgement and approval The need to be
extraordinary, exceptional, an individual The
need to be solitary in characteristics the one
and only
Personal
Connected Compatibility Consistency Relevant Syste
mic
The need to be linked, especially into social or
professional relationships The need to exist
together in harmony and be functionally
equivalent to another The need to be compatible
or constantly adhere to the same principles The
need for practical value or applicability The
need to have an ordered assemblage of
comprehensive facts, principles, and doctrines
Coherency
Accurate Functionality Practicality Routine Typica
l
The need to conform to truth be consistent with
a standard, rule, or model The need for things
that serve the purpose for which a they were
designed The need for things adapted or suited
for actual use useful or utilitarian The need
for a customary or regular course of procedures
habitual, unvarying The need to conform
exemplifying most nearly the essential
characteristics
Natural
Dependability Efficiency Safe
Secure Standardized Task Specific
The need for trustworthiness and reliability The
need for satisfactory and economical use The need
for security from harm or danger free from
injury or risk free from anxiety The need for
things judged by general consent, a basis for
comparison The need for things which have a
single purpose
Essential
10
Psychology Aesthetics
hierarchy of design attributes
Actualized Empowered Performance
Dynamic
Aesthetic Entertaining Evocative
Creativity
Emergence Intuitive Meaningful
Intelligence
Esteem Expression Recognition Singularity Uniquene
ss
Personal
Connected Compatibility Consistency Relevant Syste
mic
Coherency
Accurate Functionality Practicality Routine Typica
l
Natural
Dependability Efficiency Safe
Secure Standardized Task Specific
Essential
Additional Example
11
Psychology Aesthetics
hierarchy of design attributes
Actualized Empowered Performance
Dynamic
Aesthetic Entertaining Evocative
Creativity
Emergence Intuitive Meaningful
Intelligence
VS.
Esteem Expression Recognition Singularity Uniquene
ss
Personal
Connected Compatibility Consistency Relevant Syste
mic
Coherency
Accurate Functionality Practicality Routine Typica
l
Natural
Dependability Efficiency Safe
Secure Standardized Task Specific
Essential
Additional Example
12
Psychology Aesthetics
hierarchy of design attributes
Actualized Empowered Performance
Dynamic
Aesthetic Entertaining Evocative
Creativity
Emergence Intuitive Meaningful
Intelligence
Esteem Expression Recognition Singularity Uniquene
ss
Personal
Connected Compatibility Consistency Relevant Syste
mic
Coherency
Accurate Functionality Practicality Routine Typica
l
Natural
Dependability Efficiency Safe
Secure Standardized Task Specific
Essential
Additional Example
13
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
14
Mnemonic Device
pricking our memory
A method of reorganizing information to make the
information easier to remember Linking
unfamiliar information to something familiar
helps us understand the meaning of new
configurations, for instance First Letter
recalling complex names and phrases by using
acronyms, i.e., AIDS and MADD to reinforce the
meaning Keyword bridging the word to
something familiar to help in recall like using
the quack of a duck that sounds like the sound of
the company name AFLAC Rhyme using a rhyme to
aid in recall like red touches yellow kill a
fellow (distinguish between coral snake
non-venomous king snake) Feature Name primary
feature in design aids in recall like the
roundness of the VW Beetle being similar in form
to the insect
Universal Principles of Design -134
15
Mnemonic Device
pricking our memory
A method of reorganizing information to make the
information easier to remember Linking
unfamiliar information to something familiar
helps us understand the meaning of new
configurations, for instance First Letter
recalling complex names and phrases by using
acronyms, i.e., AIDS and MADD to reinforce the
meaning Keyword bridging the word to
something familiar to help in recall like using
the quack of a duck that sounds like the sound of
the company name AFLAC Rhyme using a rhyme to
aid in recall like red touches yellow kill a
fellow (distinguish between coral snake
non-venomous king snake) Feature Name primary
feature in design aids in recall like the
roundness of the VW Beetle being similar in form
to the insect
Universal Principles of Design -134
16
Mnemonic Device
pricking our memory
A method of reorganizing information to make the
information easier to remember Linking
unfamiliar information to something familiar
helps us understand the meaning of new
configurations, for instance First Letter
recalling complex names and phrases by using
acronyms, i.e., AIDS and MADD to reinforce the
meaning Keyword bridging the word to
something familiar to help in recall like using
the quack of a duck that sounds like the sound of
the company name AFLAC Rhyme using a rhyme to
aid in recall like red touches yellow kill a
fellow (distinguish between coral snake
non-venomous king snake) Feature Name primary
feature in design aids in recall like the
roundness of the VW Beetle being similar in form
to the insect
Universal Principles of Design -134
17
Mnemonic Device
pricking our memory
A method of reorganizing information to make the
information easier to remember Linking
unfamiliar information to something familiar
helps us understand the meaning of new
configurations, for instance First Letter
recalling complex names and phrases by using
acronyms, i.e., AIDS and MADD to reinforce the
meaning Keyword bridging the word to
something familiar to help in recall like using
the quack of a duck that sounds like the sound of
the company name AFLAC Rhyme using a rhyme to
aid in recall like red touches yellow kill a
fellow (distinguish between coral snake
non-venomous king snake) Feature Name primary
feature in design aids in recall like the
roundness of the VW Beetle being similar in form
to the insect
Universal Principles of Design -134
18
Mnemonic Device
pricking our memory
A method of reorganizing information to make the
information easier to remember Linking
unfamiliar information to something familiar
helps us understand the meaning of new
configurations, for instance First Letter
recalling complex names and phrases by using
acronyms, i.e., AIDS and MADD to reinforce the
meaning Keyword bridging the word to
something familiar to help in recall like using
the quack of a duck that sounds like the sound of
the company name AFLAC Rhyme using a rhyme to
aid in recall like red touches yellow kill a
fellow (distinguish between coral snake
non-venomous king snake) Feature Name primary
feature in design aids in recall like the
roundness of the VW Beetle being similar in form
to the insect
Universal Principles of Design -134
19
Mnemonic Device
pricking our memory
Clever use of mnemonic devices can dramatically
influence recall. These logos employ various
combinations of mnemonic devices to make them
more memorable
Universal Principles of Design -135
20
Mnemonic Device
pricking our memory
Additional Example
21
Mnemonic Device
pricking our memory
VS.
Additional Example
22
Mnemonic Device
pricking our memory
Additional Example
23
Mnemonic Device
pricking our memory
Visible Spectrum
ROYGBIV
Additional Example
24
Mnemonic Device
pricking our memory
Huron Ontario Michigan Erie Superior
The Great Lakes
Additional Example
25
Mnemonic Device
pricking our memory
VS.
Additional Example
26
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
27
von Restorff Effect
teasing our memory
A phenomenon of memory in which noticeably
different things are more likely to be recalled
than common things By combining unique and/or
distinctive things in a common setting, we tend
to remember that which is different We all use
this effect when we highlight words in the middle
of a sentence Commonly used in development of
brands, packaging and advertising design to
promote sales Effect can be applied to designed
experiences such as Marriotts famous first use
of remembering guests preferences
Universal Principles of Design -204
28
von Restorff Effect
teasing our memory
A phenomenon of memory in which noticeably
different things are more likely to be recalled
than common things By combining unique and/or
distinctive things in a common setting, we tend
to remember that which is different We all use
this effect when we highlight words in the middle
of a sentence Commonly used in development of
brands, packaging and advertising design to
promote sales Effect can be applied to designed
experiences such as Marriotts famous first use
of remembering guests preferences
Universal Principles of Design -204
29
von Restorff Effect
teasing our memory
A phenomenon of memory in which noticeably
different things are more likely to be recalled
than common things By combining unique and/or
distinctive things in a common setting, we tend
to remember that which is different We all use
this effect when we highlight words in the middle
of a sentence Commonly used in development of
brands, packaging and advertising design to
promote sales Effect can be applied to designed
experiences such as Marriotts famous first use
of remembering guests preferences
Universal Principles of Design -204
30
von Restorff Effect
teasing our memory
A phenomenon of memory in which noticeably
different things are more likely to be recalled
than common things By combining unique and/or
distinctive things in a common setting, we tend
to remember that which is different We all use
this effect when we highlight words in the middle
of a sentence Commonly used in development of
brands, packaging and advertising design to
promote sales Effect can be applied to designed
experiences such as Marriotts famous first use
of remembering guests preferences
Universal Principles of Design -204
31
von Restorff Effect
teasing our memory
A phenomenon of memory in which noticeably
different things are more likely to be recalled
than common things By combining unique and/or
distinctive things in a common setting, we tend
to remember that which is different We all use
this effect when we highlight words in the middle
of a sentence Commonly used in development of
brands, packaging and advertising design to
promote sales Effect can be applied to designed
experiences such as Marriotts famous first use
of remembering guests preferences
Universal Principles of Design -204
32
von Restorff Effect
teasing our memory
Painting the Southwest airliner like a killer
whale was a clever scheme to encourage customers
to fly to San Antonio to see Shamu and
Chick-fil-A billboards use ironic humor and
dimension-ality to promote their brand
Universal Principles of Design -205
33
von Restorff Effect
teasing our memory
VS.
Additional Example
34
von Restorff Effect
teasing our memory
VS.
Additional Example
35
von Restorff Effect
teasing our memory
Additional Example
36
von Restorff Effect
teasing our memory
VS.
Additional Example
37
von Restorff Effect
teasing our memory
Additional Example
38
von Restorff Effect
teasing our memory
Mini Cooper ad
Additional Example
39
von Restorff Effect
teasing our memory
The EX Knife Set
Additional Example
40
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
41
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
42
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
43
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
44
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
45
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
46
Operant Conditioning
feedback training
A technique used to modify behavior by
reinforcing desired behaviors, and ignoring or
punishing undesired behaviors a.k.a. Behavior
Modification or Instrumental Conditioning Designi
ng into a system a reward and punishment feedback
loop mechanism that has the effect of training
behavior Commonly used to train animals and
people, i.e., instructional training, video
gaming, gambling, counseling, therapy, etc. When
there is a predictive relationship between the
frequency of a behavior and an outcome, behavior
will be paced to do what is required to receive
reinforcement or avoid punishment Optimal
behavior modification typically includes
predictable reinforcement early in training
(i.e., fixed ratio schedules) and less
predictable reinforcement later (i.e., variable
ratio schedules)
Universal Principles of Design -144
47
Operant Conditioning
feedback training
Graph shows how reinforcement strategies
influence the frequency of behavior. Variable
ratio schedules provide reinforcement after a
variable number of correct responses. Fixed
ratio schedules provide reinforcement after a
fixed number of correct responses, which is
better for predictive training
Universal Principles of Design -145
48
Operant Conditioning
feedback training
Addictive nature of video games and gambling
machines are a direct result of the application
of this principle
Universal Principles of Design -145
49
Operant Conditioning
feedback training
Additional Example
50
Operant Conditioning
feedback training
www.linkedin.com
Additional Example
51
Operant Conditioning
feedback training
www.dontclick.it
Additional Example
52
Operant Conditioning
feedback training
Additional Example
53
Psychology Aesthetics
psychological perceptions bias
Design Principles from the Textbook Hierarchy of
Needs (p106) order for a design to be
successful, it must meet peoples basic needs
before it can attempt to satisfy higher-level
needs Mnemonic Device (p134) reorganizing
information to make the information easier to
remember von Restorff Effect (p204) phenomenon
of memory in which noticeable different things
are more likely to be recalled than common
things Operant Conditioning (p144) technique
used to modify behavior by reinforcing desired
behaviors, and punishing undesired
behaviors Threat Detection (p192) detect
threatening stimuli
54
Threat Detection
of negative stimuli
An ability to detect threatening stimuli more
efficiently than non-threatening stimuli We tend
to notice dangerous things in our environment
like snakes, probably from natural selection in
human developmenttests show that we notice
negative stimuli faster than more benign stimuli,
i.e., an angry face in the midst of happy faces,
or spiders among flowers This threat detection
mechanism extends to iconic elements of the
actual threat such as wavy lines for snakes (why
twigs garden hoses scare children), thin legs
of spiders, and v-shaped eyebrows on faces Often
used in advertising, and a favorite technique for
negative political ads such as the wolves in the
forest commercial put out by the Republicans in
the 2004 presidential election to scare the
citizens into believing that Democrats would be
less vigilant about terrorism
Universal Principles of Design -192
55
Threat Detection
of negative stimuli
An ability to detect threatening stimuli more
efficiently than non-threatening stimuli We tend
to notice dangerous things in our environment
like snakes, probably from natural selection in
human developmenttests show that we notice
negative stimuli faster than more benign stimuli,
i.e., an angry face in the midst of happy faces,
or spiders among flowers This threat detection
mechanism extends to iconic elements of the
actual threat such as wavy lines for snakes (why
twigs garden hoses scare children), thin legs
of spiders, and v-shaped eyebrows on faces Often
used in advertising, and a favorite technique for
negative political ads such as the wolves in the
forest commercial put out by the Republicans in
the 2004 presidential election to scare the
citizens into believing that Democrats would be
less vigilant about terrorism
Universal Principles of Design -192
56
Threat Detection
of negative stimuli
An ability to detect threatening stimuli more
efficiently than non-threatening stimuli We tend
to notice dangerous things in our environment
like snakes, probably from natural selection in
human developmenttests show that we notice
negative stimuli faster than more benign stimuli,
i.e., an angry face in the midst of happy faces,
or spiders among flowers This threat detection
mechanism extends to iconic elements of the
actual threat such as wavy lines for snakes (why
twigs garden hoses scare children), thin legs
of spiders, and v-shaped eyebrows on faces Often
used in advertising, and a favorite technique for
negative political ads such as the wolves in the
forest commercial put out by the Republicans in
the 2004 presidential election to scare the
citizens into believing that Democrats would be
less vigilant about terrorism
Universal Principles of Design -192
57
Threat Detection
of negative stimuli
An ability to detect threatening stimuli more
efficiently than non-threatening stimuli We tend
to notice dangerous things in our environment
like snakes, probably from natural selection in
human developmenttests show that we notice
negative stimuli faster than more benign stimuli,
i.e., an angry face in the midst of happy faces,
or spiders among flowers This threat detection
mechanism extends to iconic elements of the
actual threat such as wavy lines for snakes (why
twigs garden hoses scare children), thin legs
of spiders, and v-shaped eyebrows on faces Often
used in advertising, and a favorite technique for
negative political ads such as the wolves in the
forest commercial put out by the Republicans in
the 2004 presidential election to scare the
citizens into believing that Democrats would be
less vigilant about terrorism
Universal Principles of Design -192
58
Threat Detection
of negative stimuli
Theres something dangerous about two of the
objects in this drawing, and this University of
Houston billboard grabs the viewers attention
because the big cat is looking at you as prey
Universal Principles of Design -193
59
Threat Detection
of negative stimuli
Additional Example
60
Threat Detection
of negative stimuli
Additional Example
61
Threat Detection
of negative stimuli
Additional Example
62
Threat Detection
of negative stimuli
Epcor Ad Campaign
Additional Example
63
Threat Detection
of negative stimuli
This can happen to you. Use your head, wear a
helmet.
Additional Example
64
Threat Detection
of negative stimuli
http//video.google.com/videoplay?docid1451805523
521073340qfryingpandrugstotal12start0num
10so0typesearchplindex5
Additional Example
65
Assignment 8
design principles in practice
Assignment Find one (1) good example of each of
the five principles to review in our next class
(you know the routine) And dont forget your
slide descriptions Also, dont forget to work
on your Personal Career Knowledge Network project
(continue with your new contact research and
start some conversations)
66
Principles of Design
design to communicate

• PrepNotes
• Put more examples in for each assigned principle
  where can