CONCEPTUAL MODELS
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A DESIGNER HAS A MENTAL MODEL OF THE SYSTEM
HE OR SHE INTENDS TO DESIGN.
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A SYSTEM IS A PHYSICAL REALITY; BUT IT CASTS
AN IMAGE AND THAT IMAGE IS ALL THAT VIEWERS SEE AND EXPERIENCE.
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VIEWERS HAVE A MODEL OF THE WORLD IN THEIR MINDS.
THEY HAVE INTENTIONS;
THEY HAVE INTERESTS IN BEING INFORMED, PERSUADED OR ENTERTAINED;
AND
THEY HAVE LIMITED PERCEPTUAL, MEMORY AND COGNATIVE PROCESSING CAPABILITIES.
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