Abstract
The research identified and explored the shared mental model among the instructional multimedia design and development experts comprising of subject matter expert, graphic designer and multimedia designer. The knowledge shared by the team was categorized into three groups of multimedia design principles encompasses of basic principles, authoring principles and design principles. The research focused on soliciting knowledge of agreement on the principles. Outcome of the research is essential in providing description of the cognitive skills needed to perform tasks in multimedia design and development proficiently.
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