The team had gathered to work face-to-face to design the new Clearleft. I proudly presented a set of Tone of Voice Principles. Our clients are the heroes and heroines. We facilitate their journey.
- Smarty Volume 4;
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- Lou Larsen (Author of The World's Most Powerful Written Persuasion Techniques).
- Le choc (French Edition).
- How does tone of voice work with components and pattern design?;
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Speak as an individual doing whatever it is you love. At Clearleft we create design systems, design components and often build pattern libraries to house them in. Simply put, this means we work with individually designed components which can be arranged and re-arranged into repeatable patterns. You can read more about this way of working here and here. Now, more than ever before, your tone of voice, your visual brand and the way you design and build your components including how they live in the CMS all work like bonding agents that hold your entire story together.
Within every single component or pattern, the content and the visual design are inseparable. If you are going to use these techniques, please use them ethically. PR man Edward Bernays, who LIFE magazine named as one of the most influential Americans of the 20th century, once asked, "If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?
Years of modeling top persuaders will show you. . .
It turns out that it was possible, and he went on the create works that large corporations used to get people to smoke cigarettes and consume other commodities. The Nazis used his patterns and techniques up to and during World War II to influence the German people to mass destruction.
- Take a closer look at the patterns in our language..
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- Smart Shopping Math (21st Century Lifeskills Math);
- Pattern recognition (psychology)!
It is a theory that assumes every perceived object is stored as a "template" into long-term memory. The theory defines perception as a fundamentally recognition-based process. It assumes that everything we see, we understand only through past exposure, which then informs our future perception of the external world. This viewpoint is limited, however, in explaining how new experiences can be understood without being compared to an internal memory template. Unlike the exact, one-to-one, template matching theory, prototype matching instead compares incoming sensory input to one average prototype.
This idea, however, limits the conceptualization of objects that cannot necessarily be "averaged" into one, like types of canines, for instance.
Even though dogs, wolves, and foxes are all typically furry, four-legged, moderately sized animals with ears and a tail, they are not all the same, and thus cannot be strictly perceived with respect to the prototype matching theory. Multiple theories try to explain how humans are able to recognize patterns in their environment. Feature detection theory proposes that the nervous system sorts and filters incoming stimuli to allow the human or animal to make sense of the information.
In the organism, this system is made up of feature detectors , which are individual neurons, or groups of neurons, that encode specific perceptual features. The theory proposes an increasing complexity in the relationship between detectors and the perceptual feature. The most basic feature detectors respond to simple properties of the stimuli. Further along the perceptual pathway, higher organized feature detectors are able to respond to more complex and specific stimuli properties.
When features repeat or occur in a meaningful sequence, we are able to identify these patterns because of our feature detection system. Similar to feature detection theory, recognition by components RBC focuses on the bottom-up features of the stimuli being processed. First proposed by Irving Biederman , this theory states that humans recognize objects by breaking them down into their basic 3D geometric shapes called geons i.
An example is how we break down a common item like a coffee cup: Even though not every coffee cup is exactly the same, these basic components helps us to recognize the consistency across examples or pattern. RBC suggests that are fewer than 36 unique geons that when combined can form a virtually unlimited number of objects. To parse and dissect an object, RBC proposes we attend to two specific features: Edges enable the observer to maintain a consistent representation of the object regardless of the viewing angle and lighting conditions.
Concavities are where two edges meet and enable the observer to perceive where one geon ends and another begins.
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The RBC principles of visual object recognition can be applied to auditory language recognition as well. In place of geons, language researchers propose that spoken language can be broken down into basic components called phonemes. For example, there are 44 phonemes in the English language. Top-down processing refers to the use of background information in pattern recognition. In other words, we construct our perception of reality, and these perceptions are hypotheses or propositions based on past experiences and stored information.
The formation of incorrect propositions will lead to errors of perception such as visual illusions. The brain may be able to perceive and understand the gist of the paragraph due to the context supplied by the surrounding words.
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Bottom-up processing is also known as data-driven processing, because it originates with the stimulation of the sensory receptors. He stated that sensation is perception and there is no need for extra interpretation, as there is enough information in our environment to make sense of the world in a direct way. His theory is sometimes known as the "ecological theory" because of the claim that perception can be explained solely in terms of the environment.
An example of bottom up-processing involves presenting a flower at the center of a person's field. The sight of the flower and all the information about the stimulus are carried from the retina to the visual cortex in the brain. The signal travels in one direction. In psychologist Jean Piaget 's theory of cognitive development , the third stage is called the Concrete Operational State. It is during this stage that the abstract principle of thinking called "seriation" is naturally developed in a child.
Piaget studied the development of seriation along with Szeminska in an experiment where they used rods of varying lengths to test the skill of children's skills. In the first stage, children around the age of 4 could not arrange the first ten rods in order. They could make smaller groups of , but could not put all the elements together. In the second stage where the children were 5—6 years of age, they could succeed in the seriation task with the first ten rods through the process of trial and error.
They could insert the other set of rods into order through trial and error. In the third stage, the year-old children could arrange all the rods in order without much trial and error. The children used the systematic method of first looking for the smallest rod first and the smallest among the rest.
To develop the skill of seriation, which then helps advance problem-solving skills, children should be provided with opportunities to arrange things in order using the appropriate language, such as "big" and "bigger" when working with size relationships. They should also be given the chance to arrange objects in order based on the texture, sound, flavor and color. Through activities like these, the true understanding of characteristics of objects will develop. To aid them at a young age, the differences between the objects should be obvious.
A common example of this is having children attempt to fit saucepan lids to saucepans of different sizes, or fitting together different sizes of nuts and bolts. To help build up math skills in children, teachers and parents can help them learn seriation and patterning. Young children who understand seriation can put numbers in order from lowest to highest. Eventually, they will come to understand that 6 is higher than 5, and 20 is higher than Child care providers can begin exposing children to patterns at a very young age by having them make groups and count the total number of objects.
Recognizing faces is one of the most common forms of pattern recognition. Humans are incredibly effective at remembering faces, but this ease and automaticity belies a very challenging problem. Faces have two eyes, one mouth, and one nose all in predictable locations, yet humans can recognize a face from several different angles and in various lighting conditions. Neuroscientists posit that recognizing faces takes place in three phases.
The first phase starts with visually focusing on of the physical features. The facial recognition system then needs to reconstruct the identity of the person from previous experiences. This provides us with the signal that this might be a person we know. The final phase of recognition completes when the face elicits the name of the person. Although humans are great at recognizing faces under normal viewing angles, upside-down faces are tremendously difficult to recognize.
This demonstrates not only the challenges of facial recognition but also how humans have specialized procedures and capacities for recognizing faces under normal upright viewing conditions. Scientists agree that there is a certain area in the brain specifically devoted to processing faces. This structure is called the fusiform gyrus , and brain imaging studies have shown that it becomes highly active when a subject is viewing a face.
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