Lecture 7: Complexity, Order, Novelty - Perception of Form and Gestalt Principles - Prof. , Study notes of Production and Operations Management

Download Lecture 7: Complexity, Order, Novelty - Perception of Form and Gestalt Principles - Prof. and more Study notes Production and Operations Management in PDF only on Docsity! Lecture 7: Complexity, Order, Novelty unit: identifiable part of the form: color, a stripe in a print, a shape created by garment layout -parts that achieve some measure of distinctiveness or separation from surround unit modifiers: number, direction, size, visual weight, spatial position 2. Gestalt principles: explain how people perceive forms “the whole is different from the sum of parts” a. Similarity of units: grouping of units due to sameness b. Proximity of units: grouping of units due to sameness and closeness in space c. Closure of units: perception of implied shapes that are not enclosed forms d. Continuation of units: the following of a direct path or line without an interruption or break e. Interaction of above 3. Gestalt principles affect aesthetic experience of people by 1) decreasing level of complexity, 2) decreasing perceived number of units, and 3) increasing cohesion. 4. Complexity: the degree of stimulation of units; the degree of dissimilarity of units; the level of organization in the arrangement of units a. Preferred level of complexity: why we do not like too complex or too simple stimuli: Berlyne’s inverted U shaped relationship between complexity and pleasure b. Determinants of complexity number of units: number of identifiable parts of the form degree of interest: amount of stimulation provided to the nervous system cohesion among the units: sameness of units (similarity, order, part relationship: consists of units that separate out from each other due to different units and/or arrangements, whole relationship: marked by an initial blending of the units due to same units and/or arrangement) 5. Pleasure complexity positioning: Types of goods basic: products with little demand for changes in their simple styling classic: stable styles with integrity of design and versitility coordinationg easily with other products fashion: products with more complex styling that experience change post modern goods: more complex, exaggerated styles containing planned organization among the parts, though organization may be less apparent) and their positioning in the pleasure-complexity curve 6. Novelty: perceived newness of the units and their organization a. Preferred level of novelty: simple novel or complex familiar b. Different perception of novelty in different cultures 7. Complexity and Novelty: 1) combination of levels of complexity and novelty, and 2) its relationship with pleasure level. You should be able to demonstrate your understanding of these relationships. Lecture 8 & 9: Principles of design & Personality 1. Design principles affect 1) cohesion of the form and level of complexity, which in turn affects the level of pleasure. Think about the inverted U relationship between complexity and pleasure, and how design principles can influence perceivers’ aesthetic experience. 2. 10 Design principles: Repetition: the simplest principle; directional effect; major contributor to synthesizing principles (line and space, texture, shape and form) Parallelism: lines are spaced equidistant at all points (line, space, shape); has repetition; pleats, shirring, tucks, trims Sequence: following of different things one after another in specific order; more decorative than structural use; may or may not use repetition; directional (line and space) Harmony: an agreement in feeling; a consistency in mood; a pleasing combination of differing things used in compatible ways; design elements relate to and complement each other; repeating patterns creates overall image more consistent Transition: smooth, even, continuous change of the quality of an element; no breakpoint; directional; structural seams, darts, edges, flaes, and draping are the contributors Concentricity: sequence of consecutively larger shapes; same center; more decorative purpose Balance: feeling of even distribution of visual weight within a form (formal vs. informal); direction: horizontal, veritcal, radial, all-over, stability and security Formal: weighted equally on each side, least complex Informal: by placing units of different weight, can add complexity and interest Radial: the arrangement of units around or originationg from a central point, greater complexity All-over balance: no beginning or end, no particular focal point Proportion: comparative relationship of distances, sizes, amounts, degrees, or parts; can be influenced by scale of units; in proportion vs. out of proportion; golden section Rhythm: the feeling of organized movement; created by the movement of our eye across repeating units in a form; factors affecting rhythm (pace, pattern: alternating pattern, progressive pattern) Pace: impression of speed or action implied in the repetition of units; created by the number of units used and the distance between them Emphasis: a focal point; an area that attracts viewers’ attention; a result of strong use of rhythm, proportion, or balance; achieved by: contrast, isolation, placement LOOK IN LECTURE FOR:  pattern and pace of rhythm  3 different ways to use emphasis,  golden section proportion,  3 types of balance and how they differ in terms of complexity/interest level 3. Personality: the total characteristics that distinguist an individual a. Apparel choice or purchase behavior could demonstrate personality of the wearer. -decorative clothing: very sociable -comfort clothing: self-confident -economic buying: responsible b. Yin & Yang traits: ancient chinese cosmology; the balance of opposite forces in the universe Yin: EXPRESSIVE: feminine, delicate, passive, gentle, soft, weak, friendly, cold moon PHYSICAL: young, slender, small-boned, curved CLOTHING&PERSONALITY: ruffles&laces: intricate details, curved line, continuous rhythm; pastel/grayish color Yang: EXPRESSIVE: masculinity, dominant, active, tough, hard, strong, formal, hot, sun PHYSICAL: mature, tall, large-boned, angular CLOTHING&PERSONALITY: simple lines: simple details, straight lines; bold color c. 6 personality examples Ingenue: delicate, youthful, conforming, shy, insecure Appearance: pretty young girl with softly curling hair, gently rounded figure, pink&white skin Typical dress: rounded silhouette, soft fabrics, and pastels, gathered fullness, rococo curves Gamine: carefree, unique, vulnerable, spontaneous, enthusiastic Appearance: young girl with casual manner, natural hairstyles, and natural/tanned skin Typical dress: informal, casual, comfortable clothes, pleated skirts, short jackets, plaids, and small-scale athletic look Romantic: Graceful, Endearing, Indirect, Charming, Sensitive, Appearance: beautiful figure, rich coloring of hair and eyes, fair skin, and sophisticated