Human Information Processing System
It is important for designers to understand how the Human Information Processing System(HIPS) works because it is how the audience interprets visual and audio messages.It is made up of three major systems, the Sensory Memory, the Working Memory, and the Long Term Memory. Each of these processes work to sort, process, and store sensory information.
The HIPS takes sensory data from the eyes and ears which is sorted through the Sensory Memory. The Sensory Memory sends important information to the Working Memory. Visual and Audio information are processed along separate channels that communicate with each other. The working memory is where information is processed, analyzed, and synthesized with prior knowledge. This is the focus of attention, or "awareness". The Working Memory works closely with the Long Term Memory by sending cues to recall prior knowledge, and encoding new information into Schemas(mental representations of related information.) and mental models. The Long Term Memory automates repetitive tasks to clear up processing power for the working memory.
A designer should take into account the audience's motivation, culture, and reading skills so the viewer will notice the designed work and receive the intended message.
