Member-only story
Design events are great and I try to attend every single one of them. It is a forum to get more insights and updates about design. And for networking, of course. A protocol is the same everywhere. When the main topic is over, find people who are interesting in having a conversation. Tell them about your job, your company and how you are saving the world through design. So, in one of the events, I was explaining about my company and my role in the company to a guy. On hearing the name of the company he stopped me in the middle, “Wait! I know about your company. My boss was talking about your company. It is the one with the Orange logo right?” he asked.
I was glad, “Ya. It is the one with the orange logo. What were you discussing about my company? About what we do?”. I was curious to learn more. “Um, he actually showed me the website once and I had a look at it. The orange logo. That’s all I know and honestly, that’s all I remember” he said.
Preattentive Properties
Color is one of the preattentive properties and kind of strongest of them all. So, what is a preattentive property?.
“A preattentive visual property is one which is processed in spatial memory without our conscious action. In essence it takes less than 500 milliseconds for the eye and the brain to process a preattentive property “ — IDF
Our brain is very efficient is processing these properties and it requires no conscious effort from us. Colin Ware speaks about 4 categories in his book “Information Visualization: Perception for Design”
- Color
- Form
- Motion
- Spatial Position
He further explains that the categories can be divided into different properties.
