DIHB035 Дигиталният език на тялото (Digital Body Language)

Анотация:

In this course, students will delve into the principles of Gestalt psychology and their application in web design, gaining an understanding of how humans perceive shapes, features, and forms, even under varying conditions. They will learn about the concept of “invariance” and its critical relevance to digital design. The curriculum will guide students in using Gestalt principles to direct perception and craft effective layouts, with a focus on techniques for figure/ground organization to distinguish key elements from the background. Additionally, the course will cover the optimization of web forms by leveraging natural body language, enhancing the overall user experience. A significant component involves analyzing digital body language—studying nonverbal cues during website visits, understanding the emotional impact on user experiences, and learning to interpret both explicit expressions and subtle communicative cues.

Course discussions are an interdisciplinary exploration of real cases how body language translates into the digital realm, particularly within web design. It aims to:

1. Bridge Psychology and Design: Integrate principles of human behavior and perception with digital design practices.

2. Enhance Communication: Teach designers to convey emotions and messages through visual elements effectively.

3. Foster Empathy: Develop an understanding of user needs and emotional responses to create intuitive user experiences.

4. Promote Inclusivity: Encourage designs that are accessible and resonate with a diverse audience.

6. Ethical Awareness: Instill a sense of responsibility regarding the psychological impact of design choices.

These objectives are designed to prepare students to understand and create web designs that are not only functional but also emotionally intelligent and user-centric.

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Преподавател(и):

 Людмил Дуриданов  д-р

Описание на курса:

Компетенции:

By course graduation students acquire the following skills in:

- Design Psychology

- Understand the psychological impact of design choices on user behavior.

- Apply color psychology, typography, and layout principles to evoke specific emotions.

- Create visually appealing and user-friendly interfaces.

- Effective Communication:

- Learn to communicate with users through design elements.

- Align website copy, PPC ads, and landing pages to create a consistent voice.

- Use optimized body language to increase conversions.

- User Experience (UX) Design:

- Apply Gestalt principles to organize visual elements effectively.

- Enhance user engagement by considering emotional responses.

- Test and iterate designs based on user feedback.
Предварителни изисквания:
Basic computer skills and working English.

Форми на провеждане:
Редовен

Учебни форми:
Лекция

Език, на който се води курса:
Английски

Теми, които се разглеждат в курса:

  1. Introduction to Digital Body Language and Perception - Overview of Gestalt psychology - Invariance and shape recognition
  2. Gestalt Principles in Web Design - Figure/ground organization - Proximity, similarity, and closure
  3. Color Psychology and Emotional Impact - Color associations and user emotions - Choosing the right color palette for websites
  4. Typography and Readability - Font selection and readability - Emotional cues conveyed through typography
  5. Layout and Visual Hierarchy - Grid systems, human body positioning and alignment - Focal points and user attention
  6. User-Centered Design - Understanding user needs and expectations - Creating empathetic interfaces
  7. Nonverbal Cues in Web Interactions - Micro-interactions and animations - Subtle cues for engagement
  8. Responsive Design and Emotional Consistency - Adapting design across devices - Maintaining emotional consistency
  9. A/B Testing and Emotional Impact - Testing variations to optimize emotional responses - the scarcity effect - Conversion rate optimization
  10. Storytelling through Design - Using visuals to convey narratives - Emotional storytelling in web interfaces
  11. Accessibility and Inclusive Design - Emotional impact of accessible design - Designing for diverse user experiences
  12. Emotional Triggers in Calls-to-Action (CTAs) - Crafting persuasive CTAs - Encouraging desired user actions
  13. Visual Branding and Emotional Associations - Building brand identity through design - Consistent emotional messaging
  14. Ethical Considerations in Digital Design - Balancing persuasive design with user well-being - Avoiding manipulative practices via subliminal advertising
  15. User Research and Emotional Insights - Conducting traditional user Feedback (interviews, surveys), Google analytics, ChatGPT - Incorporating emotional feedback into design decisions

Литература по темите:

Recommended Readings:

Brown, D. (2018). Emotional Design: Why We Love (or Hate) Everyday Things. Basic Books.

Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design. Rockport Publishers.

Norman, D. A. (2013). The Design of Everyday Things. Basic Books.

Tidwell, J. (2010). Designing Interfaces: Patterns for Effective Interaction Design. O’Reilly Media.