A Model Of Visual Perception Useful For Designers And Artists

O modelo de percepção visual SENS|ORG|INT usado na arquitetura: um estudo de caso sobre cores usadas no Ceta Ecotel Macapá, Brasil

“…São Paulo, v. 24, n. 43, p. 98-111, 2017 Re sumo O objetivo deste artigo é apresentar um estudo sobre como o uso de cores em ambientes arquitetônicos externos e internos de um hotel brasileiro afetou o comportamento do consumidor. Os resultados são analisados em termos do Modelo SENS|ORG|INT, que diferencia aspectos fisiológicos da resposta humana a cores, de fatores culturais e interpretativos (CSILLAG, 2008). O estudo foi conduzido no Ceta Ecotel, um hotel ecológico na cidade de Macapá no nordeste do Brasil.…”

“…SENS|ORG|INT Model (Figure 1) differentiates three processes that occur in human perception: sensory impressions, organizing processes, and interpretive processes of visual perception (CSILLAG, 2009). The model was devised in an attempt to differentiate which concepts of visual communication tend to be common to all human beings with normal eyesight from the concepts that don't.…”

“…It may be noted that different authors have different names and subdivisions for the same perceptive phenomenon (CSILLAG, 2009). For example, several authors (VYGOTSKY, 1956(VYGOTSKY, , 1960BRUNER, 1957;LEONTIEV, 1959;ZAPOROZHETS, 1967ZAPOROZHETS, , 1968LURIA, 1981) have stated that perception refers to elements that fit in SENS, ORG and INT, whilst other authors (KRECH;CRUTCHFIELD, 1976;WHITTAKER, 1977;TELFORD, 1970) have stated that SENS is called sensation, and perception is related to ORG and INT only.…”

“…In the 19 th century, perception was studied as a passive stamping done by exterior stimuli on the retina. It would then reach the visual cortex, the zone of the occipital cortex that receives stimuli generated in the retina, resulting in an identical image (isomorphic) as the primary stimulus (CSILLAG, 2009).…”

“…Theories about perception tend to emphasize the role of either sensory data or knowledge in the process (CSILLAG, 2009). Some theorists have adopt a datadriven or bottom-up stance, or synthetic approach, according to which perception is direct: visual data are immediately structured in the optical array prior to any selectivity on the part of the perceiver proposed by Hering (1878), Gestalt theories, and Gibson (1979).…”