The Schloss Visual Reasoning Lab is part of the Department of Psychology and Wisconsin Institute for Discovery, Virtual Environments Group at the University of Wisconsin–Madison.

We investigate how people make conceptual inferences from visual information, and how those inferences influence judgments about the world. The types of judgments we study include (1) interpretations of color-coding systems used in information visualization (2) evaluations of colors, as in color preference judgments, and (3) evaluations of concepts that are associated with particular colors. Our focus is on color, but our approach can extend to other visual features (e.g., texture, shape) as well as perceptual features in other modalities (e.g., odor, sound).