1. Visual Perception

2. Let’s revise yayy! 
Stimulus
Cornea
Pupil
Iris
Aqueous
Humour
Vitreous
Humour
Ciliary
Muscles Retina Sclera
Optic
nerve
1. Reception
Lens

3. 2. Transduction
Electromagnetic
energy (light)
Photochemical a.k.a.
electrochemical
energy (signal)
Rods
Cones

4. 3. Transmission
Photochemical a.k.a.
electrochemical energy
(signal)

5. 4. Organisation and Interpretation

6. Visual perception principles
• Usually used automatically
with no conscious effort,
• but sometimes used
intentionally (on purpose)
by artists, designers, and
advertisers!
(Play video)

7. 1. Gestalt Principles
• Organise features of a visual scene by
grouping them to perceive a whole, complete
form in the simplest possible way.
1. Figure-ground organisation
2. Closure
3. Similarity
4. Proximity

8. 1. Figure-ground organisation
Ground
Figure

9. Ambiguous/Reversible figure

10. Camoflage

11. 2. Closure

12. 3. Similarity

13. 3. Similarity

14. 4. Proximity (or nearness)

15. 4. Proximity (or nearness)

16. Let’s revise again! Gestalt Principles
• Organise features of a visual scene by
grouping them to perceive a whole, complete
form in the simplest possible way.
1. Figure-ground organisation
2. Closure
3. Similarity
4. Proximity