Three Ways the Brain Creates Meaning
Information designer Tom Wujec of AutoDesk gives a short talk at TED on three ways the brain processes images and media to create meaning. Wujec points out that the better we understand the way the brain creates meaning, the better we can communicate and collaborate.
Seeing an image sends the visual impression to the visual cortex which feeds (at least) three parts of the brain.
- Ventral Stream (the ‘what’ detector)
- Dorsal Stream (locates an object in physical body-space)
- Limbic System (the ‘feeling’ part)
Wujec goes on to say that a “good graphic invites the eye to dart around.” It invokes “visual interrogation,” in his words, and creates “visual persistence,” aiding memory and recall. Good graphics are interactive and invite engagement.
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