Learning Portfolio 3- Question 3: Psychology in design

Q3) The authors borrowed ideas traditionally studied by the psychology to discuss effective visual design. Why do you think a study of psychology is necessary (or not necessary) in design (100 – 150 words)?

A lot of perception based on design is to do with psychology and how individual brains work, so incorporating the study of psychology in design makes sense. Investing psychology into design can help out understanding how to organise a design—for example, splitting things up so that the user can find things easier, without having to look so much that it becomes too much hard work to use the item—the more things you need to do in order to get something working puts more stress on your cognitive load. Take the Gestalt theory, which proves that our brains naturally organises information into a more orderly manner; making things easier to understand and remember. Companies incorporate this into their designs to make sure consumers remember their brands over others, an example being, “Coca-Cola’s Summer drinks can also uses this tool, creating the shape of a Coke bottle out of the negative space between two flip-flops – forging the association between summer and the soft drink.” (Richardson Taylor, n.d.).


Lidwell, W., Holden, K., & Butler, J. (2003). Performance Load. In Universal Principles of Design (pp. 148-149). Massachusetts: Rockport.

Richardson Taylor, A. The psychology of design explained. Digital Arts Online. Retrieved from http://www.digitalartsonline.co.uk/features/graphic-design/psychology-of-design-explained/


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