There are different principles about perceptual selection. The basic principles of perceptual selection are as follows:
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| Principles of Perceptual Selection |
1. Principles of Size
Size is a characteristic which may affect the perceptual selectivity by affecting the attraction of the perceiver. Generally, bigger is the size of perceived stimulus, higher is the probability that it attracts the attention of the perceiver and he may select it. Usually, letter of higher sizes in newspapers or books are first selected for reading.
2. Principles of Intensity
The intensity principle of attention states that the more intense the external stimulus is, the more likely it is to be perceived. A loud sound, strong odor, or bright light are noticed more as compared to a soft sound, weak odor, or dim light. For example, based on the intensity principle, commercials on televisions are slightly louder than the regular programmes.
3. Principles of Repetition
The repetition principles states that a repeated stimulus is more attention-getting than a single one. Repetition increases people’s sensitivity or alertness to the stimulus. Advertisers use this principle by repeating advertisement of the same product to attract people’s attention. In the organizational context, repeated instruction, even for the routine work, is based on this principle.
4. Principles of Novelty and Familiarity
Novelty and familiarity principle states that either a novel or a familiar external situation can serve as attention getter. New objects or events in a familiar setting, or familiar objects or events in new setting draw better attention. For example, in job rotation, when worker’s jobs are changed from time, they become more attentive to their new jobs as compared to the previous ones. Similarly, communication in familiar jargons attracts more attention.
5. Principles of Contrast
The contrast principle states that external stimuli which stand against the background, or which are not what people are expecting, receive more attention. Letter of bold types, persons dressed differently than other; buildings of different colors in the same locality, etc. get more attention. Contrast is a kind of uniqueness which can be used for attention getting.
6. Principles of Motion
Motion principle states that a moving object draws more attention as compared to a stationary object. For example, workers may pay more attention to the materials moving by them on a conveyor belt as compared to the maintenance needs of a machine lying next to them. Advertisers use this principle in their advertising by designing signs which incorporate moving parts, for example, commercials on televisions (moving ones) get more attention than print media.
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