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Cognitive Overload

The best talk I think I ever saw was by
Scott McCloud at
InCtrl Orlando 2014. Scott, a comic artist and
graphic novelist, spoke about the evolution of comics as an art form and a
communication medium. The talk was not web-centric at all but the parallels
between Comics and Web Design are so overwhelming it raptured my attention.

During the talk, Scott showed a single slide with a single panel from an old
Tintin comic, The Calculus Affair.

“Cognitive Overload”, Scott calmly said.

I was arrested.

Scott explained how in comics you can use information density to force a user to
pause while reading. In my brain, I knew this but had never seen it illustrated
so well. As I tend to do, I made the connection to webpages: there’s only so
much information I can process on a screen.

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During the Q&A, I leapt from my seat to ask Scott how an artist pulls off a
complex panel like the one he showed without overwhelming the reader leading
them to close the book. His (paraphrased) answer was simple:

“As a panel becomes more complex, you remove detail to prevent a reader from
being overwhelmed.”

A simple answer never struck me so profound. As the amount of information
increases, removing details reduces information density and thereby increasing
comprehension. In fact, if you read Scott’s book
Understanding Comics,
he explains it’s not so much about removing detail, but about enhancing what’s
important.

More screen… Less content?

In a responsive design, I tend to do the opposite. As the screen gets larger,
I’ll throw up more information in adjacent columns or even display:block
metadata I hid on mobile because it was inconvenient. I think a lot of sites do
this. The collective assumption seems to be more screen == more content.

But when I factor in what Scott McCloud says about cognitive overload, in the
context of a responsive design, does it make more sense to strip away details as
you float more columns to larger screens to reduce the cognitive load? Or maybe
you never introduce the details in the first place?

The Dribbble feed is a prime example of this
phenomenon. As the viewport widens, the grid expands and more shots surface in
the viewport. That’s more details (username, like count, rebound count, etc)
becoming visible to the user. The mental processing power to digest the feed
increases. Interestingly, and possibly related to this issue of cognitive load,
in the top right you can select 4 different layouts when change the size of the
shots and show or hide the details. This was probably based on User Feedback
(there’s been browser plugins that modify the feed since forever), but I wonder
if users are subconsciously responding to the effect of cognitive load.

I don’t think there are any definitive answers, just more questions…

Is Cognitive Load Measurable?

Given a page with a white background, we could count all the pixels in the
viewport that are not #FFFFFF and abstract a ratio (or score) to correlate to
the density of information. Maybe the number of colors/fonts/images factors in?
Not scientific, but might give a baseline of user comprehension thresholds.

Here’s a rough draft attempt on measuring Cognitive Load. Take a screenshot of a
website, use to create a high-contrasted black-and-white image, count
the number of black and white pixels, get a ratio.

See the Pen Trying to Measure Cognitive Load [WIP] by Dave Rupert (@davatron5000) on CodePen.

Somewhat related is the work of Vidhya Navalpakkam1, a Researcher at
Yahoo, who wrote a paper called
On Saliency, Affect, and Focused Attention
(2012) which tried to answer a similar question. What effect does “Saliency”
(the degree to which something stands out on a given page) have on user
comprehension. The results are a bit inconclusive in the paper, but there seems
to be a link between visual density and task completion.

Does the ability to measure the amount of brainpower needed to parse a webpage
improve our designs? Eric Meyer in his talk
Designing for Crisis
speaks personally and eloquently about how user context changes when people are
preoccupied with an immediate emergency. They need information but don’t have
the auxiliary patience or cognitive ability to navigate your complex website.
Understanding the mental computing power of your site could make lives better.

But we must be careful not to make moral judgements too quickly. CJK
(Chinese-Japanese-Korean) sites tend to be more information dense to the extent
that non-dense pages are considered untrustworthy. Is this cultural? Is this an
exception for logographic languages? Maybe someone out there really understands
CJK websites and information density.

The answer, like most things in Web Design, is probably: “It depends.” I don’t
have answers, just more questions and personal biases against visual clutter.
But I think the more we understand cognitive load and how to wield it, the more
our users benefit.

Thanks to Alex Russell for the link to Navalpakkam’s research.

  1. Navalpakkam even has a patent on Saliency-Based Evaluation of Webpage Design and Layouts. ?

See more from Dave Rupert

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