ICTlogy

Student research seminar: Ralph Lengler

In this session I will first briefly show some of my works, namely our e-learning-project visual-literacy.org with the periodic table and the VIZ-HALL.

An ad (but also other forms of visual commmunication) which elicits a mental collaboration from the consumer is more likely to be an effective ad. As the consumer contributes in the process of making meaning, he becomes “part-author” and thereby he is moving from adversary to accomplice.

What Makes Visualization Effective?

VizHall, to rate a picture. As a peer-learning tool that it is, is that it requires involvement by the user to make full benefit of it.

Likeability

• Entertaining
• Relevant
• Empathetic
• Alienating
• Confusing
• Familiar

The power of the metaphore, based on intelligence. The problem is that you have to get them, to understand them, which is quite dangerous if you can loose your chance to send your message.

Where there’s a strong brand lovemark, it might be possible to subvert the discourse and first I have interest (lovemark) in your brand, you can catch my attention, persuade me and then push me towards action; normal procedure is to catch attention, get my interest and persuade me to come into action.

My reflections

More info

• Visual Literacy: An E-Learning Tutorial on Visualization for Communication, Engineering and Business
• A Periodic Table of Visualization Methods
• Ralph Lengler’s del.icio.us
• information aesthetics

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