QUESTION 1
The article discusses the performance load when one is trying to achieve a particular goal. In the introduction of the article the author clearly states the two types of loads: cognitive load and kinematic load. Overtime, as technologies have developed there has been a reduction in the cognitive load which reduced the mental effort required by users to work systems such as computers.
As an example, early computer systems when first introduced, required users to remember large sets of commands and data and then enter them in manually to the computer- users required more mental energy then they do now which significantly presented an increase the cognitive load. Through the evolution of media technologies overtime, computers have reduced the work required by the user and rather made more efficient and effective machines for users and hence it became a mass market technology.
Cognitive load theory states that because short term memory is limited, learning experiences should be designed to reduce working memory load In order to promote more efficient learning by users (Hieck, 2017). Therefore, designs should avoid overloading it with additional activities that won’t contribute to the users learning, hence why computer designs have produced clear and straight forward machines which allow users to access and enter data. If the cognitive load becomes too much for a person to absorb, they may experience ‘cognitive overload’ where the individual is left in a situation where they can no longer process all the information (Mayer & Moreno, 2003)
Thus, if cognitive load is too high, it can have negative impacts on learning, so activities that especially acquire the use of memory, such as learning a new language, is dependent on the cognitive load staying at a tolerable level (Zhang, 2013).
The article covers another type of performance load, being kinematic load, which is the amount of physical activity done by users- in regards to the number of steps, movements and amount of force which has been used to achieve a certain goal. They explain this idea through the communication format, the telegraph. In this case the number taps were sent between people one at a time to communicate a message is equivalent to the kinematic load for that particular task.
Another form of communication which was designed to reduce the kinematic load was Morse code- which also minimised the transmission times and error. Overall, the aim in reducing the kinematic load is by reducing the number of steps and distance required to complete tasks by users (Lidwell, Holder and Butler, 2003, p. 148). The point of view of the author is the perspective that designs should minimise these loads in order to achieve goals more efficiently.
Cognitive load should be reduced through eliminating unnecessary information and rather grouping this information so it’s clear and to the point and kinematic load should be reduced by minimising the physical effort required through reducing overall motion and energy used.
QUESTION 2
Chunking information in relation to design and visual communication is described as a memory aid to assist in complex tasks which reduces the cognitive load by eliminating unnecessary information, “initially separate processes are grouped together and dealt with as simple wholes” (Morrison, 1991). The technique of chunking information in relation to the cognitive performance load as “taking individual pieces of information (chunks) and grouping them into larger units” (Cherry, 2016). Seen through digital design on websites and platforms where users search for information- the technique of chunking is used to group large bits of relevant information making it aesthetically clear for readers to identify.
This technique of chunking is very relevant to design and visual communication as it is put to use in attempt to reduce the readers’ cognitive load, enabling them to absorb more information with ease (Lidwell, Holden & Butler, 2003). Used in this context, it is recommended that a paragraph contains no more than one idea as people are known for scanning over information on the internet, and this is an easier way to recognise the key concepts.
Chunking is an effective tool in relation to design and visual communication as it is a powerful way of improving one’s performance of memory and recall, rather than trying to take in immense amounts of unstructured information in one sitting (Huntley et al, 2011).
QUESTION 3
Psychology would obviously be a necessary field of study in regard to this topic of performance load. This is because psychology is very relevant in the way that performance load involves our mental (cognitive) capacity to complete a task, because it is in this way that designers can understand that by implementing strategies and approaches in attempt to reduce performance load.
They are further aiding the involved people to absorb more information by seemingly doing less and thus reducing the cognitive load (Lidwel, Holden & Butler, 2003). This would in turn create more effective visual design rather than a design that is difficult to understand and inconvenient to use due to things like too many steps to try and remember, which would increase the overall performance load.
QUESTION 4 – IMAGES
ITUNES
(iTunes, 2019)
iTunes I use on a daily basis that satisfies the principle of performance load, as it creates a series of categories to distinguish apps and products from one another. The have chucked various genres of music together using colour and images as a visual engaging aspect to the platform, therefore allowing a simple process of purchasing the content. Hence the iTunes store uses both cognitive and kinematic load successfully.
(Google, 2019)
Google is used on a daily basis and is an example which satisfies the design principle of performance load as it is reducing unnecessary steps in a task to bare minimum, thus reducing the kinematic load.
NAB (National Australian Bank Website)
(NAB , 2019)
NAB’s website is is an example of reducing the cognitive load as the website has reduced its information to minimum so it is easy to read and process. Users are able to browse the plaform efficiently without any complications or confusion.
References
Huntley, J., Bor, D., Hampshire, A., Owen, A., & Howard, R. (2011). Working memory task performance and chunking in early Alzheimer’s disease. The British Journal of Psychiatry, 195(5), 398-403.
Lidwell, W., Holden, K., & Butler, J. (2003). Aesthetic‐Usability Effect. In Universal Principles of Design (pp. 46). Massachusetts: Rockport.
Zhang, J. (2013). Decreasing Cognitive Load for Learners: Strategy of Web-Based Foreign Language Learning. International Education Studies, 6(4), 134-139.
Morrison, J. (1991). Training for performance: principles of applied human learning. West Sussex, England: John Wiley & Sons Ltd.
Cherry, K. (2019). How the Chunking Technique Can Help Improve Your Memory https://www.verywellmind.com/chunking-how-can-this-technique-improve-your-memory-2794969
Heick, T. (2017). What Is The Cognitive Load Theory? A Definition For Teachers. https://www.teachthought.com/learning/cognitive-load-theory-definition-teachers/
Mayer, R., & Moreno, R. (2003). Nine ways to reduce cognitive load in multimedia learning. Educational Psychologist, 38(1), 43-52.
Image References
iTunes (2019). [Screenshot] retrieved from iTunes.
Google (2019). Google Homepage [Screenshot] retrieved from https://www.google.com/
NAB (2019). NAB Homepage [Screenshot] retrived from https://www.nab.com.au/
Sana Brotherson 