There were a few things that stuck out to me during the reading. Because of the recent education I have been receiving, I already knew that the human eye notices certain things before others, such as color, shapes, etc. I did not know, however, that there are literally two different processes for the human eye, which makes certain things visible before others. Learning about the bottom-up and the top-down processes was good information, as well as a good way to view any design while in the design process. Taking into mind the different processes is a good way to make sure that the design will be noticed.
The other thing that stuck out to me was the three different memories, sensory, working, and long-term. By working those two different visual processes into a design, it can also allow the design to pass through sensory onto working memory, as well as through the working memory into long-term memory. If the design is allowed to do this, it will have a more lasting impression and effect on the viewer. This is done by using schemas, mental structures that organize the long-term memory. There are a few different types of schemas, which are put into a few different categories, which are Retrieval, Automacity, and Mental Models. The retrieval is solely for the purpose of retrieving information at a later period, when it is needed. Automacity is when a schema is done automatically, after a lot of practice, over time, and repeated use. Mental Models are more than just schemas, they are ideas of how the world works. Any viewer will have several different Mental Models that will change their view and opinion on a design. By getting into the long-term memory, a design can effect the viewer in a much larger role because of these schemas. That is the goal of design.
