Graphics Reference
In-Depth Information
Four second window of opportunity
In the 21
st
century, the capacity to identify, analyse and decipher visual-based information
quickly and effectively is critical. Given the level of visual clutter that is characteristic of
this century, it is estimated that visual images need to be analysed and deciphered within
four seconds or the viewer's attention may be distracted or lost. That is, in a visually
cluttered environment, we are often forced to make ongoing, “yes-no” decisions in terms of
what attracts our attention. Unless visual imagery is deemed meaningful or significant, we
tend to look elsewhere. It is therefore estimated that a four second window of opportunity
exists for a visual image to attract and hold attention before a viewer's interest may be lost.
This notion is well known among designers, who often aim for a high signal-to-noise ratio
to ensure that their visual 'signals' stands out from the visual 'noise.'
24
In this context, attention begins with visual perception and the human eye generally makes
quick scanning movements on an ongoing basis when viewing a scene or performing any
activity. Referred to as saccades, it is estimated that the eye makes about three scanning
movements per second and these tend to occur unhindered during both focal and distributed
attention.
25,26
Saccades generally involve focal attention and are facilitated by a short-
term memory system; but what catches the attention of a saccade, and what will then holds
visual attention? While a study of visual thresholds found that contrast was a key predict-
or variable for visual detection, it is cognitive process that determine whether a visual im-
age holds our attention.
27
Hence, it is imperative that a visual image is perceived and de-
ciphered easily to ensure that the “yes-no” decision operates effectively.
Elements and principles used in visual imagery and design play a key role in attracting at-
tention and also contribute to the way in which visual information is then perceived and de-
coded. The notion that 'a picture's worth a thousand words' relies on our ability to identify,
analyse and decipher visual imagery in contexts such as graphic design, advertising, web-
sites plus learning and work-based situations.
Strategic use of the elements and principles of design provide the tools that a designer can
harness to initially attract attention and then direct attention to the main communication
objectives embedded within a design project in any format, traditional or digital.
Examples of effective and less-than-effective examples of graphic design include the fol-
lowing film posters. The film poster for
Battleship
(2012) features images highly relevant
to the film's narrative; however, the film title is difficult to identify and read due to the
lack of strong contrast between the text and the background colours. In addition, while the
title is depicted in large-size typeface, it appears on a background that features multiples
shapes, making the text less decipherable. Conversely, the film poster for
The Adventures
