1st Year | Psychology Assignment

Running head: 1st YEAR PSYCHOLOGY
1st year psychology
Name of the Student
Name of the University
Author Note

11st YEAR PSYCHOLOGY
Question1:
The brain of a human being acts like a machine. The attraction of viewers towards advertising
with color similarities can be explained through the theory of human information processing. The
human procession unit is a three state model that includes sensory memory, short time memory
and long time memory. While an individual notice an advertisement, the color of the banner
creates an impression about the advertisement in the subconscious mind of the viewers. The
dominant color of the advertisement stimulates the sensation of sight and gets stored in the short
term memory. The information that are found in the short term memory comes from paying
attention to the sensory memory. However, the duration of short term memory is highly limited
in case rehearsal is prevented. Hence in order to ensure longer memory duration, web designers,
uses color while designing the banner that is similar to the color of its main webpage.
According to Gesalt theory of design, human brain is capable of filling blanks in an picture and
create a whole which is greater than the sum of its parts. In conjunction with gestalt theory there
are six principles that include similarity, continuation, closure, proximity, figure/ground, and
symmetry and order. There are some newer principles associated with theory like Size and Shape
constancy and common Fate. According to the theory, human nature is to group similar elements
together regardless of their proximity. Elements that are similar and grouped together ensure a
visual satisfaction and hence is considered to be attractive. Thus it can be considered as a chief
reason behind color similarity in advertisement.
Question 2:
The term cognitive overload can be defined as situation when the brain fails to process
information due to excessive amount of information obtain from several tasks simultaneously.