Performance Load Reference Guide

Miller, G. A. (1955). The Magical Number Seven, Plus or Minus Two. Some Limits on Our Capacity for Processing Information. Retrieved from

Malamed, C. (2011). What is Cognitive load?   Retrieved 2nd of November 2014 2014, from

Malamed, C. (2012). Chunking Information for Instructional Design  Retrieved November 2, 2014, from

Edmonds, A. (1995, Oct 27). The psychology of design. Philadelphia Tribune Retrieved from

Sweller, J. (2010). Cognitive Science. from

Tools, M. (2014). Cognitive Load Theory. 2014, from

Performance Load – Question 2 – Part Three

Online Shopping

Picture 3, is a screenshot of the Topshop website. Online shopping is something that takes away from the kinematic load, people no longer have to go into the shop to try something on and then purchase it, they can browse for hours online without anyone hassling them and get it delivered to their door for very little or to no additional cost. Something that is now being introduced is pick up returns when the postman comes to your door if you are wanting to return an item, no kinematic load what-so-ever.

Psychology of Design

Visual design is a method in which people connect with. Taking psychology in the hands of visual design, I feel, is necessary. When the human brain sees a colour, a word or a picture it automatically relates it something, whether it be a good or bad memory or feeling. When designers or creators are aiming to brand something amazing that will attract lots of people they must think clearly how it could be done and how to avoid negative feedback, in saying that it is not uncommon for design processes to be improve by using psychology. “Color may be the single most important element that can create a mood in a room and reflect the inner nature of those who live there. Most rooms have a primary color with secondary colors used as accents. Philadelphia abstract artist Edward Boseman says various tones can create deliberate moods and reveal character traits.” (Edmunds, 1995). This statement describe the mood and tones that can reflect in a person, when being exposed to design.


Chunking is an aspect that can reduced to better something’s cognitive load, it is also achieve when lots of information are put together therefore making it easier for people to remember. Malamed here explains chunking and summarizing George Millar’s paper in which we later refer too. “Chunking refers to the strategy of breaking down information into bite-sized pieces so the brain can more easily digest new information. The reason the brain needs this assistance is because working memory, which is where we manipulate information, holds a limited amount of information at one time.” ( Malamed, 2009). The reasoning behind chunking is that the human brain only has a certain capacity in terms of working memory, which is where information is manipulated and stored (Malamed, 2009). Advance organizers are brief chunks and can be either expository or comparative (Lidwell, 2003). Chunking can also be explained as when a person takes on a lot of information at one time to make it easier the information is put together in chunks. “Chunking helps to reduce the cognitive work load by allowing people to remember what they are reading or looking at more easily due to the fact that people are quite ignorant when being exposed to too much information, or information that is very poorly organised or explained” (Miller, 1955).

Performance Load – Learning Portfolio Item 1

Performance Load is the amount of effort used to complete a take in both the physical aspect and mental aspect. In the article provided on “Performance Load” the authors explain that performance load is made up of two factors, cognitive load and kinematic load (Lidwell, 2003). The cognitive load is in referral to the mental effort is used to reach said goal or complete something. According to the cognitive load theory produced by Mind Tools 2014 “”Cognitive load” relates to the amount of information that working memory can hold at one time. Sweller said that, since working memory has a limited capacity, instructional methods should avoid overloading it with additional activities that don’t directly contribute to learning.” (Mind Tools, 2014) Kinematic load defines how much physical effort is needed to reach a goal or complete a task. By reducing the amount of kinematic load there is the task at hand will become easier to achieve (Lidwell, 2003). Once the cognitive and kinematic loads have been minimised as much as possible the performance load will become much more bearable therefore making the task far easier to complete (Lidwell, 2003).