HOW PEOPLE SEE - FIG0401

DISCLAIMER: there may be minor differences between the following figures and those in the book due to

FIG0401 - TO BE SKETCHED
and those in the book due to changes made during editing.
COUNT THE 3s - FIG0402, FIG0403
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

FIG0402

75639506847
36586630375
76860372658
60284658910
7830
and those in the book due to changes made during editing.

FIG0403

75639506847
36586630375
76860372658
60284658910
7830
PREATTENTIVE ATTRIBUTES - FIG0404
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

FIG0404

Orientation Shape Line length

) ) ) ) ) )
) | ) ) ) )
Size Curvature Added marks

Hue Intensity Spatial position

d those in the book due to changes made during editing.

Line length Line width

Added marks Enclosure

Spatial position Motion

PREATTENTIVE ATTRIBUTES IN TEXT - FIG0405, FIG0406
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

FIG0405

No preattentive attributes Bold

What are we doing well? Great Products. These What are we doing well? Gr
products are clearly the best in their class. products are clearly the best i
Replacement parts are shipped when needed. You Replacement parts are shippe
sent me gaskets without me having to ask. Problems sent me gaskets without me h
are resolved promptly. Bev in the billing office was are resolved promptly. Bev in
quick to resolve a billing issue I had. General quick to resolve a billing issue
customer service exceeds expectations. The account customer service exceeds ex
manager even called to check in after normal manager even called to check
business hours. business hours.
You have a great company – keep up the good work! You have a great company –

Color Italics
What are we doing well? Great Products. These What are we doing well? Grea
products are clearly the best in their class. products are clearly the best i
Replacement parts are shipped when needed. You Replacement parts are shippe
sent me gaskets without me having to ask. Problems sent me gaskets without me h
are resolved promptly. Bev in the billing office was are resolved promptly. Bev in
quick to resolve a billing issue I had. General quick to resolve a billing issue
customer service exceeds expectations. The account customer service exceeds ex
manager even called to check in after normal manager even called to check
business hours. business hours.
You have a great company – keep up the good work! You have a great company –

Size Separate spatially

What are we doing well? Great Products. These What are we doing well? Grea
products are the best in their class. Replacement products are clearly the best i
parts are shipped when needed. You sent gaskets Replacement parts are shippe

without me having to sent me gaskets without me h

Problems are resolved promp

ask. Problems are resolved promptly. Bev in the Bev in the billing office was qu
billing office was quick to resolve a billing issue I had.
General customer service exceeds expectations. The issue I had. General custome
account manager even called to check in after expectations. The account ma
normal business hours. You have a great company – check in after normal busines
keep up the good work! great company – keep up the
without me having to
Problems are resolved promp
ask. Problems are resolved promptly. Bev in the Bev in the billing office was qu
billing office was quick to resolve a billing issue I had.
General customer service exceeds expectations. The issue I had. General custome
account manager even called to check in after expectations. The account ma
normal business hours. You have a great company – check in after normal busines
keep up the good work! great company – keep up the

Outline (enclosure) Underline (added m

What are we doing well? Great Products. These What are we doing well? Grea
products are clearly the best in their class. products are clearly the best i
Replacement parts are shipped when needed. You Replacement parts are shippe
sent me gaskets without me having to ask. Problems sent me gaskets without me h
are resolved promptly. Bev in the billing office was are resolved promptly. Bev in
quick to resolve a billing issue I had. General quick to resolve a billing issue
customer service exceeds expectations. The account customer service exceeds ex
manager even called to check in after normal manager even called to check
business hours. business hours.
You have a great company – keep up the good work! You have a great company –
es and those in the book due to changes made during editing.

FIG0406

What are we doing well?

What are we doing well? Great Products. These
Themes & example comments
products are clearly the best in their class.
Replacement parts are shipped when needed. You  Great products: "These produc
sent me gaskets without me having to ask. Problems class."
are resolved promptly. Bev in the billing office was
quick to resolve a billing issue I had. General  Replacement parts are shippe
customer service exceeds expectations. The account "You sent me gaskets without m
manager even called to check in after normal needed them, too!"
business hours.
You have a great company – keep up the good work!  Problems are resolved promp
was
quick to resolve a billing issue I
 General customer service exc
What are we doing well? Great Products. These "The account manager even cal
products are clearly the best in their class. hours.
Replacement parts are shipped when needed. You
You have a great company - kee
sent me gaskets without me having to ask. Problems
are resolved promptly. Bev in the billing office was
quick to resolve a billing issue I had. General
customer service exceeds expectations. The account
manager even called to check in after normal
business hours.
You have a great company – keep up the good work!

Separate spatially
What are we doing well? Great Products. These
products are clearly the best in their class.
Replacement parts are shipped when needed. You
sent me gaskets without me having to ask.

Problems are resolved promptly.

Bev in the billing office was quick to resolve a billing

ssue I had. General customer service exceeds
expectations. The account manager even called to
check in after normal business hours. You have a
great company – keep up the good work!
Problems are resolved promptly.

Bev in the billing office was quick to resolve a billing

ssue I had. General customer service exceeds
expectations. The account manager even called to
check in after normal business hours. You have a
great company – keep up the good work!

Underline (added marks)

What are we doing well? Great Products. These
products are clearly the best in their class.
Replacement parts are shipped when needed. You
sent me gaskets without me having to ask. Problems
are resolved promptly. Bev in the billing office was
quick to resolve a billing issue I had. General
customer service exceeds expectations. The account
manager even called to check in after normal
business hours.
You have a great company – keep up the good work!
 we doing well?
ample comments

oducts: "These products are clearly the best in

ment parts are shipped when needed:

me gaskets without me having to ask, and I really
hem, too!"
s are resolved promptly: "Bev in the billing office

esolve a billing issue I had."

customer service exceeds expectations:
ount manager even called after normal business

a great company - keep up the good work!"

DRAWING ATTENTION WITH COLOR - FIG0407, FIG0408, FIG0409
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

DATA TO GRAPH
concerns per 1,000
Engine power 12.9
Tires make ex 12.3
Engine makes 11.6
Seat material 11.6
Excessive wi 11.0
Hesitation or 10.3
Bluetooth sys 10.0
Steering syst 8.8
Bluetooth syst 8.6
Front seat au 8.2

VISUALS

FIG0407

Top 10 design concerns

concerns per 1,000
Engine power is less than expected 12.9
Tires make excessive noise while driving 12.3
Engine makes abnormal/excessive noise 11.6
Seat material concerns 11.6
Excessive wind noise 11.0
Hesitation or delay when shifting 10.3
Bluetooth system has poor sound quality 10.0
Steering system/wheel has too much play 8.8
Bluetooth system is difficult to use 8.6
Front seat audio/entertainment/navigation
8.2
controls

FIG0408
 7 of the top 10 design concerns have 10 or more concer
1,000. Discussion: is this an acceptable default rate?

Top 10 design concerns

concerns per 1,000
Engine power is less than expected 12.9
Tires make excessive noise while driving 12.3
Engine makes abnormal/excessive noise 11.6
Seat material concerns 11.6
Excessive wind noise 11.0
Hesitation or delay when shifting 10.3
Bluetooth system has poor sound quality 10.0
Steering system/wheel has too much play 8.8
Bluetooth system is difficult to use 8.6
Front seat audio/entertainment/navigation
8.2
controls

FIG0409

Of the top design concerns, three are noise-related.

Top 10 design concerns

concerns per 1,000
Engine power is less than expected 12.9
Tires make excessive noise while driving 12.3
Engine makes abnormal/excessive noise 11.6
Seat material concerns 11.6
Excessive wind noise 11.0
Hesitation or delay when shifting 10.3
Bluetooth system has poor sound quality 10.0
Tires make excessive noise while driving 12.3
Engine makes abnormal/excessive noise 11.6
Seat material concerns 11.6
Excessive wind noise 11.0
Hesitation or delay when shifting 10.3
Bluetooth system has poor sound quality 10.0
Steering system/wheel has too much play 8.8
Bluetooth system is difficult to use 8.6
Front seat audio/entertainment/navigation
8.2
controls
ures and those in the book due to changes made during editing.

12.9
12.3
11.6
11.6
11.0
10.3
10.0
8.8
8.6
8.2
e 10 or more concerns per
ble default rate?

12.9
12.3
11.6
11.6
11.0
10.3
10.0
8.8
8.6
8.2

are noise-related.

12.9 Comments indicate that

noisy tire issues are
12.3
most apparent in the
11.6 rain.
11.6
Complaints about engine
11.0 noise commonly cited
after the car had not
10.3
been driven for a while.
10.0
Excessive wind noise is
 12.3
most apparent in the
11.6 rain.
11.6
Complaints about engine
11.0 noise commonly cited
after the car had not
10.3
been driven for a while.
10.0
Excessive wind noise is
8.8
noted primarily in
8.6 freeway driving at high
speeds.
8.2
TICKET EXAMPLE - FIG0410, FIG0411, FIG0412, FIG0413, FIG0414
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

DATA TO GRAPH

Ticket Volume Over Time January February March April May

Jan Feb Mar Apr May
Ticket Volume Received 160 184 241 149 180
Ticket Volume Processed 160 184 237 148 181

VISUALS

FIG0410

300

250

200
Received
150 Processed

100

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

FIG0411

300

250

200
 300

250

200
Received
150 Processe
d
100

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

FIG0412

300

250

200
Received
150 Processed

100

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
FIG0413

300

241
250

237 202
200 184 180 177
160 161 160 Received
184 149 181 149
139
150160 132
156 Processe
148 150
140d
123 126 124
100
104

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

FIG0414

300

250

202
200 177
160 Received
149
139
150
156 Processe
140d
126 124
100
104

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
150 139
156
140
126 124
100
104

50

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
and those in the book due to changes made during editing.

June July August September October NovemberDecember

Jun Jul Aug Sep Oct Nov Dec
161 ### 202 160 139 149 177
150 ### 156 126 104 124 140

Received
Processed
Received
Processe
d

Received
Processed
Received
Processe
d

Received
Processe
d
USE COLOR SPARINGLY - FIG0415
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

FIG0415

Country Level Sales Rank Top 5 Drugs Top 5 drugs

Rainbow distribution in color indicates sales rank in given RANK
country from #1 (red) to #10 or higher (dark purple)
COUNTRY |
Country A B C D E
AUS 1 2 3 6 7 Australia
BRA 1 3 4 5 6 Brazil
CAN 2 3 6 12 8 Canada
CHI 1 2 8 4 7 China
FRA 3 2 4 8 10 France
GER 3 1 6 5 4 Germany
IND 4 1 8 10 5 India
ITA 2 4 10 9 8 Italy
MEX 1 5 4 6 3 Mexico
RUS 4 3 7 9 12 Russia
SPA 2 3 4 5 11 Spain
TUR 7 2 3 4 8 Turkey
UK 1 2 3 6 7 United Kingdom
US 1 2 4 3 5 United States
hose in the book due to changes made during editing.

MISC DATA

5 drugs: country-level sales rank Note: leave this data here so colors at le

1 2 3 4 5+ 20 8 11 13 20

DRUG
A B C D E a b c d e
1 2 3 6 7 3 4 12
1 3 4 5 6 13 4 7
2 3 6 12 8 6 4
1 2 8 4 7 3 6
3 2 4 8 10 5 7 12 13
3 1 6 5 4 5 9 8
4 1 8 10 5 2
2 4 10 9 8 7 8 12 3
1 5 4 6 3 6 11 8
4 3 7 9 12 8 2 9 14 5
2 3 4 5 11 8 5 13
7 2 3 4 8 14 4 9
1 2 3 6 7 11 2 10
1 2 4 3 5 9 3 5
ve this data here so colors at left remain as they are
BRAND COLORS - FIG0416
DISCLAIMER: there may be minor differences between the following figures and those in the book due to

DATA TO GRAPH
A
Category 1 7
Category 2 5
Category 3 4
Category 4 4
Category 5 3

VISUAL

FIG0416

Leverage brand color Draw attention with black

Category 1 7 Category 1 7

Category 2 5 Category 2 5

Category 3 4 Category 3 4

Category 4 4 Category 4 4

Category 5 3 Category 5 3

ClientLogo ClientLogo
es and those in the book due to changes made during editing.

with black Use complimentary color

7 Category 1 7

5 Category 2 5

4 Category 3 4

4 Category 4 4

3 Category 5 3

ClientLogo