Short answer
When designing communications or experiences related to a known subject, actively work to present fresh perspectives that challenge or expand upon existing perceptions.
- Field
- Classic Design
- Source
- UTAS Research Repository (2017)
- Method
- Case study with qualitative analysis
- Evidence
- Moderate effect
Familiarity with a site through iconic imagery can shape and limit subsequent personal experience and understanding of that site. This classic design research insight is drawn from a 2017 study published in UTAS Research Repository. Using Case study with qualitative analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing communications or experiences related to a known subject, actively work to present fresh perspectives that challenge or expand upon existing perceptions.
Iconic imagery can pre-empt genuine site perception
Familiarity with a site through iconic imagery can shape and limit subsequent personal experience and understanding of that site.
UTAS Research Repository · 2017
Key Findings
- 01Perception of a site is heavily influenced by pre-existing visual representations.
- 02Individuals tend to seek out or reinforce existing perceptions rather than forming entirely new ones when encountering a site.
- 03Cultural and personal experiences shape how individuals interpret and understand a place, even when influenced by iconic imagery.
Application
Design takeaway
When designing communications or experiences related to a known subject, actively work to present fresh perspectives that challenge or expand upon existing perceptions.
How to apply
When designing marketing materials for a historic landmark or a product with a strong established image, consider creating content that offers a new angle or deeper insight, rather than simply replicating what is already known.
Project actions
- 01When researching a design problem, be aware of existing popular representations and consider how they might influence your own understanding.
- 02Explore how your design can offer a unique perspective that goes beyond common assumptions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Focuses on the subjective experience of perception.
- +Highlights the powerful role of visual culture in shaping understanding.
Limitations
The specific cultural context of Tasmania and the unique status of the Dombrovskis photograph may not be directly transferable to other design scenarios.
Reliability & validity
Reliability could be improved by using standardized questionnaires for perception assessment. Validity is strong in capturing the subjective nature of perception but may be limited by the specific context of the study.
Think critically
To what extent does the 'classic' status of an image or design dictate its influence on subsequent perceptions, and can this influence ever be entirely overcome?
Design Principles
"Authentic engagement requires moving beyond pre-conceived notions."
Designers often rely on established visual language and archetypes to communicate concepts. However, this reliance can inadvertently create a fixed perception in the audience, hindering their ability to form an independent and nuanced understanding of a subject or place.
What This Means for Your Design
If everyone sees a famous photo of a place, they might only see that photo when they actually go there, instead of seeing the real place for themselves.
How to use in your project
- 1.Use this research to justify the need for exploring novel visual approaches in your design project, arguing that established imagery can limit user perception.
Add to My Project
Quick Cite
Paragraph starter
This research highlights how iconic imagery can pre-empt genuine site perception, suggesting that established visual representations can limit an individual's ability to form an independent and nuanced understanding of a subject or place. In the context of this design project, it is important to acknowledge that existing perceptions, shaped by prevalent imagery, may influence user engagement. Therefore, the design aims to present a novel perspective that encourages a fresh interpretation beyond common assumptions.
Source
UTAS Research Repository
Vital ground : a sculptural investigation of the perceptions of Rock Island Bend on the Franklin River, Tasmania
journal · 2017
View sourceQuestions About This Research
- What does the research say about iconic imagery can pre-empt genuine site perception?
- When designing communications or experiences related to a known subject, actively work to present fresh perspectives that challenge or expand upon existing perceptions. Evidence: UTAS Research Repository (2017).
- Why does "Iconic imagery can pre-empt genuine site perception" matter for design?
- Designers often rely on established visual language and archetypes to communicate concepts. However, this reliance can inadvertently create a fixed perception in the audience, hindering their ability to form an independent and nuanced understanding of a subject or place.
- How can designers apply this research?
- When designing communications or experiences related to a known subject, actively work to present fresh perspectives that challenge or expand upon existing perceptions.
- What were the main findings?
- Perception of a site is heavily influenced by pre-existing visual representations.. Individuals tend to seek out or reinforce existing perceptions rather than forming entirely new ones when encountering a site.. Cultural and personal experiences shape how individuals interpret and understand a place, even when influenced by iconic imagery.
- What research method was used?
- Case study with qualitative analysis.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2017 journal from UTAS Research Repository.
- What should I do differently in my next project?
- When designing marketing materials for a historic landmark or a product with a strong established image, consider creating content that offers a new angle or deeper insight, rather than simply replicating what is already known.
- What are the limitations?
- The study focuses on a single site and a specific iconic image, limiting generalizability to all sites and forms of representation.