Exam 2

Question 1

Period effect

Answer 1

Generational differences explained by:
-events, (9/11) circumstances, (pandemic) broad social forces (LGBT visibility) simultaneously impact everyone and have a lasting effect on the entire population regardless of age

Question 2

Cohort effect

Answer 2

Explains generational differences with:
-byproduct of unique historical circumstances that occur during a formational age.
-unique to a certain age group
-cognitive consistency

Question 3

Life cycle/age effect

Answer 3

Differences in generations explained by:
-the different parts of life that generations are at
-gen alpha are children
-boomers are senior
-gen x are middle aged
-millennials are adults
-gen z are young adults and teens

Question 4

Sensual theories

Answer 4

-What the eye sees
-gestalt
-constructivism
-attract or repel visually

Question 5

Perceptual theories

Answer 5

-concerned with meaning associated with things
-interpretations

Question 6

Visual sensation vs perception

Answer 6

Sensation =
-raw data of 5 senses stimuli
-conveys no meaning

Perception =
-occurs after sensation
-meaning derived from sensual stimuli
-what is understood about the experience

Question 7

Gestalt

Answer 7

-“the whole is greater than the sum of its parts”
-the eye takes in stimuli and the brain forms the image
-grouping

Question 8

Grouping

Answer 8

-gestalt theory
-the method we use to interpret a visual
4 principals:
1similarity
2proximity
3continuation
4common fate

Question 9

Proximity

Answer 9

-Objects near each other are seen as a unit
-grouping principal

Question 10

Similarity

Answer 10

-similar items are grouped together
-visual interest is created with contrast

Question 11

Closure

Answer 11

-Items are grouped together if they tend to complete a pattern
-implied line

Question 12

Figure/ground

Answer 12

-images in positive/negative space
-perceive one at a time
-near/far

Question 13

Simplicity

Answer 13

-upon first glance
items are organized into figures according to:
-symmetry
-regularity
-smoothness

Question 14

Common fate

Answer 14

-objects moving in the same direction are viewed as a unit

Question 15

Continuation

Answer 15

-objects arranged in either a straight line or a smooth curve tend to be seen as a unit

Question 16

Constructivism

Answer 16

-eyes are in motion when looking at an image because the brain is building the picture by taking in quick focal fixations
-active approach compared to the passive gestalt

Question 17

Icons

Answer 17

-look like what is represented
-easy to connect meaning

Question 18

Indexical signs

Answer 18

-some logical or common sense connection to what they represent
-not an immediate connection to what is represented
-connections are learned
-ie. Smoke from car exhaust represents pollution

Question 19

Symbolic signs

Answer 19

-most abstract
-not intuitive
-no representational connection to what they represent
-connection has to be taught
-personal associations
-stronger emotional connections
-ie, thumbs up, KKK robe, Nike check, Canadian flag, doves, olive branches

Question 20

Metonymic code

Answer 20

-A group of signs that causes the viewer to make assumptions or associations
-rockwell Coca Cola ad with happy family = buying Coca Cola will give me a picture perfect family

Question 21

Analogical code

Answer 21

-a group of signs that cause the viewer to make mental comparisons
-ie seeing faces in objects and comparing “smiley” faces and “frowny” faces :) :(

Question 22

Displaced code

Answer 22

Codes that transfer meaning from one set to another
Ie. Cigarettes/canes as phallic symbols used by queer coded characters in Hayes code movies

Question 23

Condensed code

Answer 23

Several signs that are combined to form a new sign.
-images from outside the culture
-edited to mean something within the culture
-eclectic
-ie isis sex toy flag

Question 24

Cognitive approach

Answer 24

-Not gestalt
-person uses complex mental operations to derive meaning from what is seen
-memory
-projection
-expectation
-selectivity
-habituation
-salience
-dissonance
-culture
-words

Question 25

Design principals

Answer 25

-proximity
-alignment
-contrast
-repetition

Question 26

Ways to contrast

Answer 26

-size
-structure
-weight
-form
-color
-direction

Question 27

Goals of design

Answer 27

-balance
-emphasis
-unity
-proportion

Question 28

Systems thinking

Answer 28

-holistic
-flexibility
-recognizing interconnectedness

Question 29

Examine existing questions

Answer 29

-strategy for developing questioning skills
1. Listen to questions asked
2. Identify purpose of those questions
3. Gain awareness of how types of questions are used

Question 30

Start small

Answer 30

-strategy for developing questioning skills
-ask minor problem solving questions first
-better understanding of broader issues

Question 31

Work for understanding

Answer 31

-come to term with ignorance
-seek clarity
-what don’t I understand?
-what can I do to better understand?

Question 32

Evaluate questions based on responses received

Answer 32

Good questions = good answers
-avoid judgmental questions

Question 33

Resist premature closure

Answer 33

-strategy for developing questioning skills
-question frustration
-do not retreat to comfort zone
-avoid cognitive consistency

Question 34

Follow intuitive clues

Answer 34

-question your cut feeling/hunches to discover the logic behind them

Question 35

Socratic method

Answer 35

-direction determined at beginning
-progression towards conclusion
-asking questions
-responding to questions
-questioning the response

Question 36

Personal journalism

Answer 36

-questioning technique
-record personal observations and thoughts
-go back and analyze the material
-self analysis/discovery
-recognize patterns
-leads to interesting questions and alternate viewpoints

Question 37

Curious hundred

Answer 37

-ask 100 questions
-get more profound over time
-identifies a core beliefs
-gain systemic perspective
Broad concepts/ideologies > one-dimensional

Question 38

Contrast technique

Answer 38

Start very far apart and work backward

Question 39

Proximity technique

Answer 39

-squint to see blocks of info
-adjust line spacing

Question 40

Alignment technique

Answer 40

-ask “why?”
-use grid/guidelines

Question 41

Repetition technique

Answer 41

-review each page for consistency and repeated elements

Question 42

Business learning style

Answer 42

-logical
-analyze for efficiency/effectiveness
-data driven
-text driven
-theoretical
-statistical
-left brained
-telling
-reasoning/logic > intuition

Question 43

Left brain

Answer 43

-analytical
-logical
-linear
-numerical
-verbal

Question 44

Right brain

Answer 44

-synthetic
-intuitive
-spacial
-visual
-touch
-holistic

Question 45

Commonality between business and design learning

Answer 45

-goal to be creative and innovative
-doing actively

Question 46

Design learning

Answer 46

-experimental
-hands on
-following guiding principals
-general procedures
-practical
-showing
-diverse faculty with various teaching styles

Question 47

Personas

Answer 47

1.identify business/design issues
2.map out incorporation of data ie.focus groups. And create persona of target market
3.carefully craft and present persona in a way that makes sense to everyone
4.create plan for daily use of persona
5.evaluate success as a translation tool and rework when necessary

Question 48

Rapid prototyping

Answer 48

-creates common language
-creates what it “looks like” to explain how it “works like”
tangible 3-d
-encourages:
Fluency
Flexibility
Elaboration
-Facilitates:
Communication
Design growth
-focuses on different key elements
-prototype driven specs > spec driven prototypes
-customer feedback

Question 49

Prototyping rules

Answer 49

1. More is better (fluency)
2. Differentiate based on specific needs (flexibility)
3. Evaluate frequently

Question 50

Guiding principals litmus test

Answer 50

-Emotional
-does it “feel like” the brand?
-would it feel different substituted or removed?

Question 51

Error analysis

Answer 51

List all things that could go wrong when using a product and the causes

Question 52

Hero’s journey

Answer 52

First act
1. Call to adventure
2. Refusal of the call
3. Meeting the mentor
4. Crossing the threshold
Second act
5. Tests, allies, and enemies
6. approach the innermost cave
7. Ordeal
8. Reward
Third act
9. The road back (fake out)
10. Resurrection (climax)
11. Return with the elixir

Question 53

Pre layout prep

Answer 53

-Purpose/goal
-audience/target market
-location/region
-brand/product personality
-message