Bottom-up and top-down design
Neuroscience and psychology

The study of visual attention is an example. If your attention is drawn to a flower in a field, it may be because the color or shape of the flower are visually salient. The information that caused you to attend to the flower came to you in a bottom-up fashion—your attention was not contingent on knowledge of the flower: the outside stimulus was sufficient on its own. Contrast this situation with one in which you are looking for a flower. You have a representation of what you are looking for. When you see the object, you are looking for, it is salient. This is an example of the use of top-down information.
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