1Cademy - The Principle of Salience’s Corollaries

Concept

The Principle of Salience’s Corollaries

Because movement is a particularly salient cue, animation captures and directs attention.
Text with a distinct format (whether in color, size, or font) draw attention.
Visual disparities draw attention. For example, a wedge in a pie chart depicting a certain section will catch a person’s attention because the boundaries within the pie have been disrupted.
If salience is aligned with importance, the more important aspects of the slide (like the title or topic sentence) or of an illustration (graphs and diagrams) draw the audience members’ attention – which will also enhance later memory for those aspects.
A special case of salience arises with colors: because of a quirk in how the corneas diffuse light and project it onto the retinas, “warm” colors (like those with relatively long wavelengths, such as red) seem closer to the viewer than do “cool” colors (like those with relatively short wavelengths, such as blue). Thus, if warmer colors are used for lines that pass beneath other lines, viewers will experience an annoying illusion in which material at the back appears to be struggling to move forward.

Updated 2022-10-11

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