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Exploring Experience Design by Ezra Schwartz

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From seeing to making meaning

What complicates the design of visual information is that responses to visual cues, while built into the visual-processing function of our brain, do not always produce the same reaction in all viewers.

The image of a white dove on a balcony banister, is an image with sufficient cultural content to elicit some anticipated responses related to a sense of beauty, nature, peace, freedom, and the like. Yet in addition to such generalized responses, the viewer's individual context can trigger completely different sets of associations, thoughts, and feelings.

For one viewer, the dove a reminder of a romantic vacation ...

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