on attention design
//this is a documentation of own exploration through the PO course at KISD – SoSe15 Mohamed Hassan Köln International School of Design MA Integrated Design //All photos are taken by the author otherwise mentioned. //All rights reserved to their respective owners. //printed in Cairo – August 2015
“a transfer of information is only completed when there is also a transfer of attention proceeding in the opposite direction.” M.Goldhaber problematic tension// to search for ‘tension’ in everyday situations or object is easy to recognize through the design research realm. Humanity is evolved around the self and self recognition from the first day on earth where conflicts appeared as a result to the human struggle and tension. Humans are attention seekers by nature as we always search for what defines us and what makes us better. So we do comparisons - before and after - to realize how far we are from perfection. Conflicts do not have to be major events, they can be very small such as miscommunication or misunderstanding between human and human or human and an object. Now we can call them ‘Problems’ where design research tries to define them and find solutions for those problems. Design research nowadays evolved to accommodate more and wider search areas to understand more complex problems. Attention design is a focus on what could be a new perspective of how design could impose unnecessary functions on products or services. normal oddity// after the wave industrialization and establishing standards, we tend to create rules to see clearly the well-defined established systems and deduct their errors. Structure and order are keywords that make us feel comfortable. So the trend became normal, the odd became acceptable and anything out of that order is a mistake/error. the concept of oddity-elimination to avoid mistakes/ errors became essential in every industry. We could learn from those errors and modify the system to adapt or to update. However the question of why human do errors is interesting and also how we can make use of that.
Customization - in most industries - is fake and we have limited options to navigate through and choose from. Society nowadays wants to feel free under this technological control, to think that they have what they want. Attention is used without clear consideration what how ,why and what it is being used in this way. //in the following pages a comparative photo essay consists of images from different countries and cultures (Germany, Egypt and Qatar). every two connected images - according to the author’s point of view - were put together to escalate a comparative argument where at the end tries to answer the question at the beginning of every chapter. It raises some questions about ‘attention design’ identity and gives clues to what is really the use of attention and how it can be a professional opportunity.
//contents how to communicate with attention ?
how attention is intentional ?
why attention has meaning ?
what are the elements of attention ?
how to use attention ?
Is attention part of personality ?
can attention be big ?
what is important ?
can attention help us ?
what is the purpose attention ? of
can visuals be attentional ?
how attention and error relate ?
what is the purpose of attention ?
how to misuse attention ?
how to block the attention ?
why to overuse attention ?
how to misuse attention ? is there too much attention ?
//before reading this errors / mistakes
hypo
observations
unexpected behaviour
mental image
experiments
othesis
model design
// how attention is intentional ?
in //ashtray (Cologne, Germany).
T attentional functionality// In many cases we can find a deliberate use of attention as a form of design function. A design solution in favor of attention is more considerable to attract users and change their behavior accordingly. We can notice several ways of doing so where most of them depend on the ‘illogical way’ of perceiving reality to defy the norms of everyday life seeings. Art objects - which don’t have a clear function of use - are used catchy items of attention. Decorations also can be considered as a way of gaining attention where we can ask, how we can differentiate between the mere use of objects and their ‘unnecessary’ attentional components.
H // creating an attentional competition to neutralize a display and steer the attention from one object to the whole created scene. Exhibition preparations in (Doha, Qatar).
E //magnifying the details to fit in our attentional behavior is part of the scientific research quest for phenomenas and knowledge (Cologne, Germany).
M //familiarity is broken with new visual alterations and manipulations which give the whole point of warning messages a new meanings (Berlin, Germany).
E //attention through displacement. changing the context can “change� an everyday situation to an attentional focal point (Colgone, Germany).
S //In automotive design, cars headlights are important design problem as they are the users’ first encounter which grab their attention (Hurth, Germany).
S //marketing companies seek new ways of communicating with their messages but also to invade an everyday situation changing the canvas of communication (Cologne, Germany).
A //use of synaesthesia in commercials is widely appreciated by design firms nowadays where they market their products and services as part of a life quality rather than an a stand alone object (Cologne, Germany).
// why attention has meaning ?
m //north coast beach (Mersa Matroh, Egypt)
Lights have been used for guidance in low-vision situations or when darkness constrains doing required tasks. But since the discovery of fire and it caught the attention of the first human being. Now we continue to use that function of light in giving attention to several features in the built environment . We can see that lights have colors and movements which stimulates more feelings than before and gives more meanings to the object and the surroundings.
//light-up skyscraper in (Doha, Qatar) at night gives different aurora to the building as it enhance its levels’ horizontality than it appears in the daylight.
G
E //exhibition opening in (Doha, Qatar).
I //fireworks of the Kolner Lighter festival 2015 in (Cologne, Germany) where 30 minutes of fireworks are performed along with music. Fireworks are direct implementation of light and sound generating-attention tool.
S //over-light-up structure on Cairo-Alex road (Cairo, Egypt) that prompts for opening a new rest house on a high way. It is very popular in Egypt to use that kind of attention structures in many kinds of celebrations.
H //light-up amusement part in (Dßsseldorf, Germany) on the Rhine river where it’s essential to for the crowd to see and use the place at night but it also creates the attention needed to attract more people.
// how to communicate with attention ?
co //traffic intersection (Cologne, Germany).
I
Architects are always obsessed by making what they create looks great ! and seeing their ‘creations’ as monuments or sculptures that will last forever. So they are eager to carve their name on stones and to be remembered through their buildings. The interesting part is the pre-use of that attention into another cause as using monuments in tourism as touristic attractions to enhance national economy. Or as even as a meeting point for another activity. Verticality - away from being a result of structural/ functional cause - is an old method to deliver attention. Starting from the pyramids - as an mere representation of a monument - to the modern skyscrapers, size attracts attention. Though modern technology today enabled us to deliver unrealized structures and constructions which resulted in more complex forms and shapes to add up to the architectural attention. Nonetheless , a political guidance or governmental imposition may affect the design process to create attention intentionally to deliver a message for the masses. Also it is obvious to see architectural elements that stimulate attention for the users for sake of orientation - such as plazas or main entrances - or enhancing luxury aspects by means of ‘decorations’. In some economical circumstances where commercial needs are aroused , the use of built environment as an attraction catalyst is highly considered. Resorts or residential compounds are grown around urban hubs which use high attention measures to attract users and investors.
//the iconic Uni-Center (Cologne,Germany) - with its parking area - is a gathering area for flea-market vendors every week where its location and its attentional verticality serves as an easy-to-get hub for locals.
D //university building of RWTH Aachen (Aachen,Germany) has a very long cantilever which defies the laws of gravity and loads to serve multiple functions where standing-out in the city is one of them.
D //mountain-like resort of Porto Sokhna is a landmark on the coastal road of Red Sea (Egypt) with its very high levels.
I //student housing unit in (Hurth, Germany) just surrounded by very big park and greens. Contrast - with green - confronts directly with users’ eye and creates comfortable attention.
N //added-up glass block on a high rise building in (Berlin, Germany) adds up to the contrast needed for commercial attention.
B //imposing attention by challenging norms is achieved sometimes by architectural means such as this heliport of Uniklinik Aachen (Aachen, Germany).
E //the shopping experience in this mall (Doha, Qatar) is based on simulating different scene of the real world in a fake lake and facades which created the aurora for attentional space design.
T //student housing unit in (Hurth, Germany) just surrounded by very big park and greens. Contrast - with green - confronts directly with users’ eye and creates comfortable attention.
W //added-up glass block on a high rise building in (Berlin, Germany) adds up to the contrast needed for commercial attention.
// Is attention part of personality ?
pe //painting (Cologne, Germany).
customized attention// we seek difference ,being our own-self , marking our footprint and exposing our identity. Customization is the key to this expressive distinction for what we own. However part of that is seeking attention through self recognition. Where we look for what we make us stand out in the masses and fasten it by any means as a meaning of possession and ownership. Clothes are the most obvious expressive oddity of the self identity which the attention seekers are playing through fashion design or users of the clothes. Colors,textures and materials are explored and investigated for the sake of visual attention. Although it is controlled and organized by many constrains but social aspect is a clear and effective part of this visual attention - what you can tell of someone’s clothes is a famous personality clue - but it also tells that people are different in what they choose to create attention on or to stand out with.
E //using different colors - though same archetype - is what owners see as a standing out position of their properties in those stacked residential building in an informal resort on the north coast (Mersa Matruh, Egypt).
E //wearing masks was a famous act of self-recognition (MIA, Doha, Qatar).
N //having decorations for military reasons on helmet - which is suppose to function as a protective tool - is still a way of needed attention (MIA, Doha, Qatar).
T //striking architectural styles may seem to attract attention of customization (Berlin, Germany).
H //contrast is standing-out (Doha, Qatar).
E //seeking individuality - through informal acts in Egypt’s architectural scene - as painting this balcony in pink is very common (Cairo, Egypt).
A //ignoring the rules and imposing own identity is very clear in every residential building in (Cairo, Egypt).
// how to use attention ?
us //sculpture (Cologne, Germany).
T //how we display objects for commercial use is about attention (Doha, Qatar).
objectified attention// being attracted to some products and services depends on how good you sell it in the market which goes to how well you display it and how you can get users’ attention. Stores front and layout is a very practical implementation of objectified attention or how to give objects proper attention. Vendors get into a race of how many customers they can attract and how they can grab their attention. Visual merchandisers organize products according to users’ accessibility, proximity and attention. Nowadays it is common to use other tools and objects to grab attention other than highlighting goods benefits and features. Adding bizarre elements or constructing out-of-context scenes inside the shop layout is heavily used everywhere.
T //shoe store uses a football mock-up to grab attention although they don’t sell sports shoes (Doha, Qatar).
E //common causes or celebration always affect the display as we see here they added Easter’s elements to the store front though it’s a pharmacy in (Cologne, Germany).
N //lingerie products shop uses rabbits for the Easter to celebrate and add value to respective users in (Cologne, Germany).
T //dressing up a manikin is a way to display clothes but finding a spot in an existing landscape through creating an illusion of an interior space to extend ones eye field is one way of attention (Doha, Qatar).
I //this store uses bizarre graphical elements to grab attention without any appropriate functional use related to the product which is toilet cover (Berlin, Germany).
O //collectively common mental images can sometimes point out to a product or a service without much description needed. Using female postures in commercial visuals is heavily used in many store fronts as we see here an related pose to the women’s gym in (Berlin, Germany).
N //an old kindergarten in (Cairo, Egypt) that kept a strange combination of colors and two old unseen drawings on their gate.
A //We can see 5 different activities/services that seek attention with the same color of “Red� which considered by users the most valuable source of eye attraction. colors are a common technique to stimulate attention even in competition they still succeed in standing out individually (Cairo, Egypt).
N //over attention in already tensioned context produces unexpected forms and shapes like this cafe entrance in (Mersa Matruh, Egypt).
D //celebration hall that can be rented - mostly for weddings -in (Cairo, Egypt) brings a glimpse of the interior to attract potential costumers.
// can attention be big ?
bi //cafe (Cologne, Germany).
T large scale tension// green area and vast urban grounds are very important for taking visual breaks in all of those attentional crowded information. That is why we seek comfort and relief outside of the city or inside through parks.
//main park on the main cornich in (Doha, Qatar).
H //trying to have concentrated activity inside the urban space creates focal point of attraction which increase chances of having attention where it is not required (Mersa Matroh, Egypt).
// what are the elements of attention ?
el //shop’s courtyard (Doha, Qatar).
E inside// interior spaces are always geared towards carefully chosen elements to experiment with modes of attention or stability. Light, color and textures are tools of manipulating the inside setting. Usually interior design seeks to get attention on one or two important element in the space of action.
//look up into main circular stairs in an office building (Cologne, Germany) which creates sense of monumental grasp.
E //look up into the skylight of the main entrance of MIA (Doha, Qatar).
F //putting a vintage car into a music store (Cologne, Germany) creates special atmosphere of familiarity though the object itself may drive attention over the sold music tools.
F //using familiar objects with different forms of creation gives interior the proper atmosphere especially like this cafe setting (Cologne, Germany).
E //still life painting is added up to complete the scene of the waiting area in the city hall of (Hurth, Germany) to distract attention.
C //changing the architecture of the residential buildings in (Cairo, Egypt) is not only from the outside but it has also customization from the inside.
// what is important ?
im //park (Berlin, Germany).
T what is important// over-using visual elements may cause distraction from the main needed-attention display. Here in this exhibition in (Doha, Qatar) we can see how the colors and the text on the pedestals have a dominant degree of attention over the yet-to-put objects.
A //though the contrast and the human intuitive act of exploration made the viewers investigate the objects displayed where the big colored pedestals played a role of camouflage. (Doha, Qatar).
// can attention help us ?
he //Rhein river front (Cologne, Germany).
N find the way// to focus on your way is to give it your full attention. that is why we tend to simplify routes of destinations and plan to have simple directions to save time and effort of thinking and organizing attention on other tasks. However information complexity nowadays made it crucial to use signs to know where to go.
//array of trees may seem a pretty scene but those trees in that old castle place in (Brul, Germany) play a great role in adding value of attention to the greatness of the place.
D //in Hamad international airport in (Doha, Qatar) you could experience a real journey full of means of attention through those architectural features.
T //way-finding tools should be well thought of from the attention perspective where you should decide whether that tool will contradict with your building or not like this sign at the MIA in (Doha, Qatar).
O //However choosing a proper form of color may be challenging as to stand-out does not always mean to be different (Doha, Qatar).
S //a problem of choice always occur when you have two identical options which will lead to the same destination so to confuse the user is definitely what designer wants here (Doha, Qatar).
E //maybe one of the reasons why mazes intrigue the human mind is the instinct of exploration where we want to get lost and explore to get more attention (Berlin, Germany).
// how attention and error relate ?
er //ATM keypad (Cairo, Egypt).
E human erroneous actions// unintentional mistakes or errors are badly recognized in terms of the evaluation or the continuity of any process or system.Though many visions anticipates new use of deflects or any unexpected events and see another perspectives through it. also to promote making-mistakes strategy in fields of art and design where generating ideas is required.
//unexpected error gives full attention due to its defiance of the system (Hurth, Germany).
I errors or mistakes investigated through time’s perspective may show that accumulated attitude is clearly seen where time overlays its changing effects and behaviors. Upgrade or update is noted as a total overall picture on objects ,services and spaces. So tracing the change versus the original is not a question to be looked at now. what we should investigate is the affect of those errors or mistakes through time on specific fields or subjects.
//memories are always related to different, strange and stand-out events. Crash site in (Cologne , Germany).
T highlight the mistake/error part is essential to define solution or tactics to deal with the current situation. However the treatment may not be always in the favor of the setting.
//broken store front (Cologne, Germany).
W //still image where the sign is appeared to be maltifunctioned but it is due to the camera itself, however there are graffitie marks (Cologne, Germany).
// can visuals be attentional ?
vi //painting (Cologne, Germany).
E graphics are attentional// visual distinction is always useful for recognizing various tasks at hand and to simplify the desired procedures. User interface is about giving the proper exact amount of attention to every element whether it is graphical or physical.
//call-out system in a residential building in (Cologne, Germany).
H //color-defined call-out system in a residential building in (Stuttgart, Germany).
// what is the purpose of attention ?
pu //MIA (Doha, Qatar).
A stand-out// nature is always there before us from billion of years but we are always trying to bend it to fit and fulfill our attentional needs. But what really lasts and what is vanished is not important as what we transcend to next humans.
//cemetery in (Aachen, Germany).
V //public park in (Cologne, Germany).
E //sculpture in (Cologne, Germany).
T //sculpture in (Cologne, Germany).
O //A mechanical unite in the landscape could draw attention to an unneeded object. Magnifying the object through “design� may make this attention seem intentional (Stuttgart, Germany).
S //sculpture in (Cologne, Germany).
// how to block the attention ?
bl //bridge (Cairo, Egypt).
E walls of blockade// walls are invented to define spaces and places. Using it in public raises questions of privacy and protection. But we see two sides of the wall where the most interesting side is the outside which the public sees and interact with. In most cases, manipulations happen to that side as it might appear as a drawing pad or a message to the masses. //sports club wall in (Cairo, Egypt) where we can find religious writings as a way to stop other people from writing other stuff ,however it did not work.
P //cemetery wall in (Cairo, Egypt) but the inside does not relate to the outside as we see school teachers’ commercials.
A //Nile water-front barrier which we see it as wall in (Giza, Egypt).
R //layering is valid and happens seamlessly on walls in (Cairo, Egypt).
A //we can see the white markings of previously written statements and how it was wiped out (Cairo, Egypt).
T //well-framed religious statement which implies - in a hidden a message - the power of not letting anyone delete it and write something else (Cairo, Egypt).
six degrees// walls are creating attention purposelessly as seeing different and non-familiar feature in the street makes it a good target of attraction. They connect us with a continuous line of sight along with all street urban elements thus it would be useful to study how they affect the perception of city context and urban interface.
E //construction site wall in (Berlin, Germany).
T //residential house wall in (Cairo, Egypt).
H //residential house wall in (Cairo, Egypt).
E //more investigations of enclosures may lead to different articulation of walls but this is no what we seek here (Cologne, Germany).
E //also multiple usage of the wall may have potential of raising attention side (Osnabr端ck, Germany).
// how to misuse attention ?
mi //fleamarket (Cologne, Germany).
L on demand attention// in a sepecifc case study of the New Suez Canal celebration in (Cairo, Egypt) many tools were used to create over-attention situations which resulted in unexpected phnemona.
//clothes is identity with attention. Mother and her daughter wearing the Egyptian flag.
E //although it does not present anything related to Egyptian culture or history. A stock of thousands of puppets were used to give attention to the celebrations.
M //news agency reporting that authorities caught a guy wearing a rabbit puppet which is his crime during the celebrations.
E //however every political figure used those puppets to promote his image.
N //badly stretched out posters which lack any sense of graphic design principle were hanged to celebrate the canal.
T //it is usual to see strange big efforts to grab attention by undefined and unclear decorations.
S //even a pilot ‘selfie’ with th canal went viral on the social media. (source: unknown)
O //food is something important in the Egyptian culture that why it was also important to celebrate with a ship-like cake. (source: unknown)
N //over-use and mis-use of tools can lead to unwanted results or errors or in other words : negative attention as those two images - facebook profile pictures of two persons - were used without their permission in making the poster for the celebrations. (source: images’ respective owners)
E
// why to overuse attention ?
ov //warning signage (Doha, Qatar).
B ambiguity// in highly visually crowded places it is more common to lose concentration in many ways. But to find what you want in an image of disraction is very hard.
//unplanned products layout can cause visual distraction and unneeded attention (Ras Sedr, Egypt).
Y //the concept of adding and adding more is a cultural phenomena in (Cairo, Egypt) where one is not enough and you have to emphasize more than once. It is a way to fight back all of that crowdedness.
O //however systems with clear definition of display can use the one-object attention concept (Cologne, Germany).
N //using the more-than-one approach in (Berlin, Germany).
E //some sees those acts a vandalism but here we are looking for means of on purpose attention (Cologne, Germany).
B //attention seeking objects may become attention landscapes losing the “logic� of its single components. posters hanged without consideration to text orientation. layering is very obvious here (Cairo, Egypt).
B //stories and diversity can be seen on one wall (Mersa Matruh, Egypt).
Y //(Cairo,Egypt).
U //a sign of ‘there is a garage here’ is written by hand (Cairo, Egypt).
S //layering also does not follow certain kind of categorizing. All categories can lay in the same place (Cairo, Egypt).
E //on ground markings in (Berlin, Germany).
A //on ground steps of the historical area in (Berlin, Germany).
N //creating statements of attention is very common when the public place is in the hands of the masses in (Berlin, Germany).
D //newly renovated shop used a metal signage above the old one as he needed another type of attention other than using the famous ‘Red’ in (Giza, Egypt).
// is there too much attention ?
at //empty sign (Cairo, Egypt).
P abundance// we can use image analysis to get more information about the visual culture surrounding us. We could drive some theoritcal applications of how all that heaviness could affect us thus how we can create or elimnate other factors. The question of how attention is seen in the streets affects the daily life of users is very important to investigate.
//commercial covering pedestrian bridge (Gize, Egypt).
U //coordination between different authrioties should lead to more accurate use of street signage (Cairo, Egypt).
R //every possible empty space on buildings are being used for poster (Cairo, Egypt).
P //different means of display can be seen as agencies are fighting for who can stand out and get all the attention (Cairo, Egypt).
O //even in a historical and important places, facades are not important and can be covered with commercial on your sight (Cairo, Egypt).
S //it is common to find advertisements that go along with street signages which could distract drivers’ attention (Cairo, Egypt).
E //to give attention to the displayed cheese product, the branding agency decided to put a sports car into the advertisement without any consideration to the nature of the product (Cairo,Egypt).
//butcher’s shop uses a logo of a famous cheese company where the visual itself serves the image of a cow which is valid in that shop but the meaning of the visual is something else here. (Mersa Matroh, Egypt)
V //a mirrored-back semi-ziggurat for a perfume shop display.
VS //the ‘Mirrored Ziggurat’ by Iranian artist Shirin Abedinirad. (source : the artist)
professional opportunity// It is clear that attention is obvious to the our eyes in everyday encounter with life and it is done by all people whether they are labeled as designers or not. whether users use or ‘design’ products and services, they impose their attention needs over the functions. Even in the design process itself where the designer seeks recognition for his creations, it is obvious that attention is the core of the marketing strategy or in a bigger meaning it directly affects the design realm. We can see that attention is not always an intentional act due to the nature of standing-out desire. But in most cases it is deliberately used by designers. However it is always a question of how oddity is looked at in design as we all make mistakes and errors are inevitable. Attention is not looked-over in details in many research fields except for psychology and sociology. To define the term of ‘attention design’ we should also talk about how ‘design’ is investigated. ‘Attention design’ could refer to every notion of attention (according to its several definitions) and how design can be used with those definitions. Attention designer could be a title of a profession where attention is investigated by magnitude and function. We could study and analysis how much attention we generate and how much we can perceive. Is attention deeply attached to the designed objects/ services ? or it is only a layer added on top ? and how to utilize the attention to serve other meanings or services ? are questions to be investigated.
//pink cargo truck (Giza, Egypt)
//after reading this AT
errors / mistakes
N E T
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N O I
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hypo error messages warning messages observations
unexpected behaviour
semiotics
mental image
misbehave
space
situation
experiments
othesis
testing
interface design game design
//lake of knowledge
//references Design by Use. The design of everyday things. The Interface Effect. Human Factors Methods for Design: Making Systems Human-Centered. Knowledge and error. The medium is the massage. Understanding media.