SYNTACTIC DESIGN AND GESTALT JUDGMENTS: EMPIRICAL ANALYSIS OF INTUITIVE ACTIVATION AND COGNITIVE PROCESSING
DOI:
https://doi.org/10.24191/jca.v3i1.11176Keywords:
product gestalt, product perceptual experience, design protocol analysisAbstract
This study investigates how syntactic design elements intuitively activate Gestalt judgments, clarifying the relationship between visual syntactics and cognitive perception. Despite growing interest in design-cognition interplay, a notable gap exists in understanding specific methods for activating these judgments effectively within syntactic design. This study addresses this by empirically analyzing how specific design elements influence intuitive Gestalt perceptions and their impact on cognitive processing. Utilizing a mixed-methods approach, the research combines qualitative user experience data with quantitative eye-interaction and response time measurements. This dual methodology allows for an in-depth understanding of user perceptions and provides empirical evidence of design effectiveness. A Design Protocol Analysis (DPA) technique, structures the design process into abstract, semi-concrete, and concrete levels, allowing systematic exploration of influencing factors and design element interconnections. Key findings demonstrate that coherent syntactic arrangements significantly enhance designers' abilities to recognize patterns and meanings, leading to faster response times and increased accuracy. Participants exhibited longer fixation times on Gestalt-consistent elements, indicating deeper cognitive engagement. This study not only contributes empirical evidence to cognitive design literature but also provides practical guidelines for integrating Gestalt principles into design practices. Ultimately, this framework enhances user engagement and information retention, fostering better decision-making and comprehension across various design applications.
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