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    Dictionary Of Mental Models For Designers And UX

    Principle Of Focal PointPrinciple Of Focal Point
    Principle Of Focal Point

    "When just one of the elements has a different shape or colour, our brain prioritises this one over the other elements"

    Principle Of Common RegionPrinciple Of Common Region
    Principle Of Common Region

    "If you separate the elements so they form a group we can perceive each group as being a separate entity."

    Principle Of SimilarityPrinciple Of Similarity
    Principle Of Similarity

    "Shapes and colours that are similar to one another are perceived as a separate entity."

    Masculinity Vs. FemininityMasculinity Vs. Femininity
    Masculinity Vs. Femininity

    "The extent to which a society favours certain gender traits."

    Individualism Vs. CollectivismIndividualism Vs. Collectivism
    Individualism Vs. Collectivism

    "The extent to which people in the society define themselves as part of larger groups."

    Power DistancePower Distance
    Power Distance

    "This is the extent to which the people of a particular culture are willing to accept unequal power distribution."

    Long Vs. Short-Term Time OrientationLong Vs. Short-Term Time Orientation
    Long Vs. Short-Term Time Orientation

    "The extent to which society is focused on the future as opposed to the past and present."

    Principle Of ProximityPrinciple Of Proximity
    Principle Of Proximity

    "This principle is based on the cognitive tendency to perceive the objects close to each other as related, especially in comparison with those which are placed farther."

    Uncertainty Avoidance (UA)Uncertainty Avoidance (UA)
    Uncertainty Avoidance (UA)

    "This is the extent to which a society fears and avoids uncertainty and uncertain outcomes.”

    Gestalt TheoryGestalt Theory
    Gestalt Theory

    "Gestalt theory is based on the following idea: when people perceive the complex objects consisting of many elements, they apply conscious or subconscious methods of arranging the parts into a whole organized system instead of just the set of simple objects."

    Principle Of ClosurePrinciple Of Closure
    Principle Of Closure

    "Where elements have a specific distance between them, they generate a shape that our brains translate into a solid form. "