CONSTRUCTIVIST THEORY | NEP

Constructivism:

Constructivism, in the context of visual perception, suggests that viewers actively construct their understanding of a visual scene through a combination of sensory information and cognitive processes. 

This theory, rooted in the work of Russian psychologist Lev Vygotsky and later developed by scholars like Jean Piaget, focuses on the mental processes involved in interpreting visual stimuli.

Eye Movement: Constructivist theory emphasizes the role of eye movement in scanning a visual scene to gather information. The viewer’s gaze tends to move across different parts of an image, constructing a coherent understanding of the scene.

Cognitive Schemas: The interpretation of visual information is influenced by pre-existing knowledge, experiences, and mental frameworks (schemas). These schemas help individuals make sense of new visual information by relating it to what they already know.

Constructivism is important in fields like education, advertising, and user interface design, where understanding how people mentally construct visual information can lead to more effective communication strategies.

Example 1: Eye Tracking in Advertising

Advertisements often use eye-tracking technology to understand how viewers scan and process visual information.

For example, in a print ad, the viewer’s eyes might first be drawn to the image of a product, then move to the brand logo, and finally to the call-to-action text. Advertisers design layouts based on these patterns to ensure the most important information is seen in the correct order.

Example 2: Educational Visuals

In educational materials, constructivist principles are used to design visuals that align with students' existing knowledge.

For example, a diagram explaining a complex concept might first introduce basic components familiar to the students before moving on to more intricate details. This helps students build on their pre-existing schemas.

Example 3: User Interface Design

When designing a software interface, designers often place buttons and controls in areas where users are cognitively conditioned to look.

For example, a "submit" button is commonly placed at the bottom right of a form, as users expect it there based on past experiences with similar interfaces.