We perceive what we expect

Our outlook on our surroundings are influenced on three primary factors, which are our past experiences, our present — current context and our future goals.

Our past experiences influence how we react given a certain situation. EULAs as well as how people use the web are great examples of this. Our experience with EULAs tell us that they are not interesting, so they shouldn’t be read even though they contain important information regarding use of that service or application.

Web users become accustomed to the placement and look of certain elements that, if moved or change appearance, aren’t immediately noticeable. Habituation is a similar concept as it relates to our need to return to what is familiar. It does have its downsides, though. When we have been paying attention to something for too long, we get fatigued and thus burn out. As evidenced with social media, the initial excitement of what can be accomplished can soon dissipate and you’re left frustrated and or tired of reading the same kind of content all of the time.

Attentional blink is when something of importance surfaces, our perceptual systems can reach capacity and its possible to not recognize anything else going on until we have dealt what had originally caught our attention.

Current context

Our senses can contradict each other — such as is the case with ventriloquism. What we see may be different than what we hear, and vice versa. Furthermore, context corresponds to how we recognize objects or people or can activate memories and influence behaviour.

Perception biased by goals can determine what action will be taken before it is — essentially anticipating the end result. Again, the web is an excellent example. Users don’t read every word on a page; they scan to find what they need. If they can’t fid what they’re looking for, they leave and keep searching. They’re so focused on a goal that they often ignore anything that is irrelevant. We filter out what we deem as non-important. Age also factors into the equation. When adults are asked to complete a task, they set out to complete the task and most likely won’t focus on other details until its completed. Children, on the other hand, focus on every little detail and could say with some confidence what else was involved. Perception is active, we know what we want a get it.

Conclusion

The three biggest takeaways for designing is avoiding ambiguity by making sure the majority of people can understand the message being transmitted by removing what’s not necessary. Be consistent and also understand what your users’ goals are so you can provide them with what they want or need.