Qualifying Exam

Keta R Paulson

Fielding Graduate University

The Visual Display of Information

States with Starbucks Coffee

Bart Schedule

Suicides From Golden Gate Bridge

Cognitive Psychology

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Cognitive Overload

truck

Reducing Cognitive Load

Schema Acquisition

Reduce Redundancy Effect

Reduce Split Attention Effect

Social Cognitive Theory

Reciprocal Determinism

Observational learning

Rewards & Punishment

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Personal Qualities

Information Design

“ You must present your message in a way

that takes advantage of the strengths of visual

perception while avoiding its weaknesses, and in a

way that matches the human thought process.”

Stephen Few (2006)

Proximity

ClosureContinuity

Similarity

Tufte’s Principles of Design

Symbolism-Jung

Research Question

How does the visual display of consumer product labels lead to real time choice?

“…to clear up confusion about label information to assist consumers in maintaining healthy dietary practices…

(NLEA, 1990)

Methodology

Survey Monkey

0.3g0.3g

Or LessOr Less

1.5g1.5g

Or LessOr Less

3g3g

Or LessOr Less

5g 5g

Or LessOr Less

Between

0.3g-1.5g

Between

1.5g-5g

Between

3g-20g

Between

5g-15g

OverOver

1.5g1.5g

OverOver

5g5g

OverOver

2.0g2.0g

OverOver

15g15g

SaltSaltSat FatSat FatFat Fat SugarSugarLevelLevel

Per100 gPer100 g

‘Traffic Light Label’ Criteria for Nutrient Levels

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High

Medium

Low

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High Med Low

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Fat Sat Fat Sugar Salt

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High Med Low

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Fat Sat Fat Sugar Salt

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Thank you For Your Time…

REFERENCES

Baddeley, A.D. (2007).Working memory, thought,

and action. New York: Oxford University Press, Inc.

Few, S. (2006).. Information dashboard design: The effective visual communication of data. Sebastopol, CA: O’Reilly Media, Inc.

Jung, C.G. (1969). Man and his symbols. London: Dell Publishing.

Nutrition Labeling and Education Act of 1990. Public Law No. 101-535, 104 Statute 2353 (1990).

Tufte, E. (2006). Beautiful Evidence. Chelsea: Graphics Press LLC.