Vision is a universal language

Perception is stronger than reality; and perception can be influenced.

In the bestseller Blink, Malcolm Gladwell describes rapid cognition and how we make snap decisions. Vision gathers much more information than you mentally process and decisions are based on perceptions in the blink of an eye. These decisions can be good or biased based on the principals of 'thin-slicing' described in the book.

There are countless examples of how perception and design are interwoven. For example, the Herman Miller Aeron chair was universally disliked when initially seen because it's design looked alien. It was, of course, a great success. On the other hand, new Coke tested well in small quantities but was disliked for being too sweet in full servings. "Blind" taste tests are highly ineffective. The truth is people's visual perceptions can lead them to good or bad decisions about your product or service based on their snap judgements. Why not make the most of this fact?

 

Your visual attention can be distracted or focused. Proof of this fact can be easily found at this visual test, from the Visual Cognition Lab of the University of Illinois.

Focusing attention in communications is accomplished through adept use of color, size, movement, and sound. 'Inattentional blindness' often occurs in test subjects.

Similarly, 'change blindness' can occur if you're not paying attention.

Copyright Simons & Levin.