4.4 Top Down and Bottom Up Processing

Gestalt Principles and Processing Types

Overview of Processing Types

  • Top Down Processing:

    • Definition: Utilizes prior knowledge, experiences, and expectations to interpret sensory information.

    • Process: Perception influenced by expectations and beliefs, helping the brain to form a coherent understanding based on context and previous experiences.

    • Example:

    • Visual Example: Presenting an image where the viewer is directed to look at the letter "A" first.

    • Result: The viewer is primed to interpret the following ambiguous item as "b" to continue the sequence of letters (A, B, C).

  • Bottom Up Processing:

    • Definition: Involves building up a perception from individual sensory features without prior knowledge.

    • Process: Interpretation starts from the small details and works upwards to formulate a complete picture.

    • Example:

    • Visual Example: A complex image that the viewer has not encountered before, requiring scrutiny of its features.

    • Result: After a period of observation, the viewer may interpret the image as either a rat or an old man's face, forming different perceptions based on the elements visible (ear, eye, abbreviation of facial features).

Real-World Application of Processing Types

  • Driving Familiarity:

    • Top Down Processing in Familiar Environments:

    • When driving in a familiar area, signs and signals can be quickly interpreted using learned expectations about their meanings.

    • Example: Readily understanding traffic signs based on previous experiences.

    • Bottom Up Processing in New Environments:

    • In an unfamiliar country, driver must analyze each sign individually to understand their meanings, relying on visible icons/pictures.

    • Example: Approaching and deciphering road signs without pre-existing knowledge of their meanings.

Influence of Information on Perception

  • Image Interpretation Example:

    • Initial State: Introducing a sparse, unclear image where viewers initially do not understand the content.

    • Transitioning from Bottom Up to Top Down Processing:

    • Allow viewers to observe the ambiguous image, initially causing confusion due to lack of prior knowledge.

    • After providing additional contextual information or expectations, viewers might have an easier time perceiving the intended content.

    • Result: The inclusion of expectations from previous guidance leads to clearer discernments, e.g., recognizing features like a horse's nose, cowboy hat, and face elements that weren't as apparent initially.