Thursday, October 11, 2012

VISUAL PERCEPTION: Top-Down Visual Processing



      

      Top-Down processing is driven from previous knowledge and all associations connected to that knowledge. When we look at something we start from the bigger picture and then get into details. Our eye movement is goal directed and so we notice things based on their importance to us. When a designer makes an aide his/her goal is to catch our attention with large concept and then make us hierarchically go down to smaller details to make sense of it.  

     This advertisement exhibits the Top-Down process. The key to this image is that the color blue connects all the dots together and makes the eyes do a circular movement. The face demands our attention and the points of attraction are eyes and tongue because of its vibrant blue color that stand out on a pink skin. Tongue color immediately strikes us with a question “why is it blue?” the tongue of the woman like water slide it makes our eyes move down.  The image of woman puzzles us; the bottle gives the answers, so our eyes follow the “blue path” and look for the farther clues and smaller details. Then our attention flow to the right to the bottle and word SPRITE.

     After that all depends on what kind of individuals we are (more visual or more logical) so we either get back to the hair style and look at all details such as icicles which will direct our attention back to the bottle eventually. Or we complete the reading first and then look for other details on the face. Meanwhile we also derive association from memory and blue tongue color-ice- and blue bottle will go in a loop and translate as “fresh” in our minds.

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