Abstract
With the transition from natural to virtual communication, there are new technologies for presenting information, the perception of which depends on its presentation by modern multimedia. Visual perception plays an important role in everyday life, helping in learning and communicating with other people. Behind the most effective perception is a complex process of understanding the information obtained. Visual perception of information includes the processes of seeing and reading. Building assumptions on what we see, we rely on expectations, beliefs, past knowledge and previous experience. Reading is a complex activity that involves both the process of perception and thought. At the very beginning of the formation of reading, understanding is not common, but only after perception, as the development and automation of reading skills, understanding begins to outpace the process of perception, manifested in the emergence of semantic assumptions, guessing meaning within words. Perception of visual image is accompanied by the actualization of its auditory-motor image, without which it is impossible to recognize. Reading is accompanied by inner speech. The same information can be understood by different people with different degrees of depth, which entails the existence of factors that affect the process of perception and understanding of texts. Such factors can be divided into the following groups: characteristics of the individual who acts as a subject of perception and understanding; parameters of the text and the reality that is reflected in this text; features of the situation in which the process of perception and understanding takes place. Text in a virtual environment, ie media information - is more accurately and quickly perceived by a person and it depends on various factors influencing perception, as well as the type and method of presenting information.
 The purpose of the study is to analyze the perception of digitalized information, the formation of recommendations for professionals with UI / UX, which will be further formed into a prototype of a possible web directory. The aim is also to develop a possible tool model that can be used not only by the above specialists, but also by SMM-managers, business analysts and others. The methods of research were chosen analysis - the study of individual parts of the objects of study, comparing different approaches or their individual components to obtain a holistic picture of the subject area.
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