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Perception and production of graphic design in different cultures
Čermák, Radim ; Sigmund, Tomáš (advisor) ; Krsek, Libor (referee)
The modern world is more and more dependent on information. As grows its importance, so does its quantity. That is why the good communication, especially the visual one, is indispensable for the proper disclosure and addressing of potential recipients of information. Graphic design provides the form of visual communication. The interconnection of different cultures is linked with the quick pace of globalization - thus the communication with different cultures is important. Each culture is based on specific values that can vary and very often do to a great extent. These values are then reflected in all areas of human activity, graphic design included. At first, we define the term culture and have a look at the process by which we acquire it - to find out its influence on us. We use as a means the interdisciplinary approach which draws knowledge on cognitive science, neuroscience, psychology and anthropology. Next, we focus on the principles of visual perception and studies concerning the difference in behavior and visual perception in different cultures. We divide the world on the basis of culture-shape events into different cultural units and we analyze graphic design in different cultures by using the knowledge from the previous chapters. We point out the principles and potential pitfalls of symbols and colors in the communication with other cultures. We describe the way how the paradigm of cultural values is reflected in the graphic design and we try to capture the features of visual communication typical for each culture.
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Cognitive biases in decision making process
Trejbal, Pavel ; Pstružina, Karel (advisor) ; Jirků, Petr (referee)
The focus of this thesis is mainly on the area of human decision making. During the decision process we are subjected to several influences, which bias our judgement. Therefore, we may be misguided towards wrong decisions. In addition, it is important that the display of distorted influence is regularly repeated with the same persons. Thus, we may assume that we are talking about a universal apparatus of the human mind. The aim of this thesis is also to identify the above-mentioned influences, and mainly to understand the nature of their origin. The knowledge resulting from the research could become important and useful tool for the reader, since the knowledge may be used for the improvement of our own decisions in both private and professional life. The research is based on interdisciplinary approaches to cognitive science. On one hand we use the functional model of mind, on the other hand we utilize a wide range of empirical data from several fields, such as psychology, behavioral economics and the sciences concerned with the brain. Using these tools, we analyze specific influences, which are considered to be important from the point of view of decision making. They are for example feelings, emotions, social influences, language, self, experience, expectations and prior forms of judgement. Based on the analysis of the influences, hypotheses about their interconnectedness are deduced. Finally, we suggest several practical methods, which should help us to improve our own decision making and help us to avoid wrong conclusions.
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