100 Things Every Designer Needs to Know about People: What Makes Them Tick?

100 Things Every Designer Needs to Know about People: What Makes Them Tick?

Description

We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it youll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as:What grabs and holds attention on a page or screen? What makes memories stick? What is more important, peripheral or central vision? How can you predict the types of errors that people will make?What is the limit to someones social circle?How do you motivate people to continue on to (the next step? What line length for text is best?Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

Table of contents

CONTENTS......Page 6
THE PSYCHOLOGY OF DESIGN......Page 12
HOW PEOPLE SEE......Page 14
1 WHAT YOU SEE ISNT WHAT YOUR BRAIN GETS......Page 15
2 PERIPHERAL VISION IS USED MORE THAN CENTRAL VISION TO GET THE GIST OF WHAT YOU SEE......Page 18
3 PEOPLE IDENTIFY OBJECTS BY RECOGNIZING PATTERNS......Page 20
4 THERES A SPECIAL PART OF THE BRAIN JUST FOR RECOGNIZING FACES......Page 22
5 PEOPLE IMAGINE OBJECTS TILTED AND AT A SLIGHT ANGLE ABOVE......Page 24
6 PEOPLE SCAN SCREENS BASED ON PAST EXPERIENCE AND EXPECTATIONS......Page 26
7 PEOPLE SEE CUES THAT TELL THEM WHAT TO DO WITH AN OBJECT......Page 28
8 PEOPLE CAN MISS CHANGES IN THEIR VISUAL FIELDS......Page 32
9 PEOPLE BELIEVE THAT THINGS THAT ARE CLOSE TOGETHER BELONG TOGETHER......Page 34
10 RED AND BLUE TOGETHER ARE HARD ON THE EYES......Page 35
11 NINE PERCENT OF MEN AND ONE-HALF PERCENT OF WOMEN ARE COLOR-BLIND......Page 36
12 THE MEANINGS OF COLORS VARY BY CULTURE......Page 40
HOW PEOPLE READ......Page 42
13 ITS A MYTH THAT CAPITAL LETTERS ARE INHERENTLY HARD TO READ......Page 43
14 READING AND COMPREHENDING ARE TWO DIFFERENT THINGS......Page 46
15 PATTERN RECOGNITION HELPS PEOPLE IDENTIFY LETTERS IN DIFFERENT FONTS......Page 50
16 FONT SIZE MATTERS......Page 53
17 READING A COMPUTER SCREEN IS HARDER THAN READING PAPER......Page 55
18 PEOPLE READ FASTER WITH A LONGER LINE LENGTH, BUT THEY PREFER A SHORTER LINE LENGTH......Page 56
HOW PEOPLE REMEMBER......Page 58
19 SHORT-TERM MEMORY IS LIMITED......Page 59
20 PEOPLE REMEMBER ONLY FOUR ITEMS AT ONCE......Page 61
21 PEOPLE HAVE TO USE INFORMATION TO MAKE IT STICK......Page 64
22 ITS EASIER TO RECOGNIZE INFORMATION THAN RECALL IT......Page 66
23 MEMORY TAKES A LOT OF MENTAL RESOURCES......Page 67
24 PEOPLE RECONSTRUCT MEMORIES EACH TIME THEY REMEMBER THEM......Page 69
25 ITS A GOOD THING THAT PEOPLE FORGET......Page 71
26 THE MOST VIVID MEMORIES ARE WRONG......Page 73
HOW PEOPLE THINK......Page 74
27 PEOPLE PROCESS INFORMATION BETTER IN BITE-SIZED CHUNKS......Page 75
28 SOME TYPES OF MENTAL PROCESSING ARE MORE CHALLENGING THAN OTHERS......Page 78
29 MINDS WANDER 30 PERCENT OF THE TIME......Page 81
30 THE MORE UNCERTAIN PEOPLE ARE, THE MORE THEY DEFEND THEIR IDEAS......Page 83
31 PEOPLE CREATE MENTAL MODELS......Page 85
32 PEOPLE INTERACT WITH CONCEPTUAL MODELS......Page 87
33 PEOPLE PROCESS INFORMATION BEST IN STORY FORM......Page 89
34 PEOPLE LEARN BEST FROM EXAMPLES......Page 92
35 PEOPLE ARE DRIVEN TO CREATE CATEGORIES......Page 95
36 TIME IS RELATIVE......Page 97
37 THERE ARE FOUR WAYS TO BE CREATIVE......Page 99
38 PEOPLE CAN BE IN A FLOW STATE......Page 104
39 CULTURE AFFECTS HOW PEOPLE THINK......Page 106
HOW PEOPLE FOCUS THEIR ATTENTION......Page 108
40 ATTENTION IS SELECTIVE......Page 109
41 PEOPLE FILTER INFORMATION......Page 111
42 WELL-PRACTICED SKILLS DONT REQUIRE CONSCIOUS ATTENTION......Page 112
43 EXPECTATIONS OF FREQUENCY AFFECT ATTENTION......Page 114
44 SUSTAINED ATTENTION LASTS ABOUT TEN MINUTES......Page 116
45 PEOPLE PAY ATTENTION ONLY TO SALIENT CUES......Page 117
46 PEOPLE CANT ACTUALLY MULTITASK......Page 118
47 DANGER, FOOD, SEX, MOVEMENT, FACES, AND STORIES GET THE MOST ATTENTION......Page 121
48 LOUD NOISES STARTLE AND GET ATTENTION......Page 123
49 FOR PEOPLE TO PAY ATTENTION TO SOMETHING, THEY MUST FIRST PERCEIVE IT......Page 125
WHAT MOTIVATES PEOPLE......Page 128
50 PEOPLE ARE MORE MOTIVATED AS THEY GET CLOSER TO A GOAL......Page 129
51 VARIABLE REWARDS ARE POWERFUL......Page 131
52 DOPAMINE MAKES PEOPLE ADDICTED TO SEEKING INFORMATION......Page 134
53 UNPREDICTABILITY KEEPS PEOPLE SEARCHING......Page 136
54 PEOPLE ARE MORE MOTIVATED BY INTRINSIC REWARDS THAN EXTRINSIC REWARDS......Page 138
55 PEOPLE ARE MOTIVATED BY PROGRESS, MASTERY, AND CONTROL......Page 140
56 PEOPLES ABILITY TO DELAY GRATIFICATION (OR NOT) STARTS YOUNG......Page 144
57 PEOPLE ARE INHERENTLY LAZY......Page 145
58 PEOPLE WILL LOOK FOR SHORTCUTS ONLY IF THE SHORTCUTS ARE EASY......Page 149
59 PEOPLE ASSUME ITS YOU, NOT THE SITUATION......Page 150
60 FORMING A HABIT TAKES A LONG TIME AND REQUIRES SMALL STEPS......Page 152
61 PEOPLE ARE MORE MOTIVATED TO COMPETE WHEN THERE ARE FEWER COMPETITORS......Page 154
62 PEOPLE ARE MOTIVATED BY AUTONOMY......Page 155
PEOPLE ARE SOCIAL ANIMALS......Page 156
63 THE STRONG TIE GROUP SIZE LIMIT IS 150 PEOPLE......Page 157
64 PEOPLE ARE HARD-WIRED FOR IMITATION AND EMPATHY......Page 160
65 DOING THINGS TOGETHER BONDS PEOPLE TOGETHER......Page 162
66 PEOPLE EXPECT ONLINE INTERACTIONS TO FOLLOW SOCIAL......Page 164
67 PEOPLE LIE TO DIFFERING DEGREES DEPENDING ON THE MEDIA......Page 167
68 SPEAKERS BRAINS AND LISTENERS BRAINS SYNC UP DURING COMMUNICATION......Page 169
69 THE BRAIN RESPONDS UNIQUELY TO PEOPLE YOU KNOW PERSONALLY......Page 170
70 LAUGHTER BONDS PEOPLE TOGETHER......Page 172
71 PEOPLE CAN TELL WHEN A SMILE IS REAL OR FAKE MORE ACCURATELY WITH VIDEO......Page 174
HOW PEOPLE FEEL......Page 176
72 SEVEN BASIC EMOTIONS ARE UNIVERSAL......Page 177
73 EMOTIONS ARE TIED TO MUSCLE MOVEMENT AND VICE VERSA......Page 179
74 ANECDOTES PERSUADE MORE THAN DATA......Page 181
75 SMELLS EVOKE EMOTIONS AND MEMORIES......Page 182
76 PEOPLE ARE PROGRAMMED TO ENJOY SURPRISES......Page 184
77 PEOPLE ARE HAPPIER WHEN THEYRE BUSY......Page 186
78 PASTORAL SCENES MAKE PEOPLE HAPPY......Page 188
79 PEOPLE USE LOOK AND FEEL AS THEIR FIRST INDICATOR OF TRUST......Page 190
80 LISTENING TO MUSIC RELEASES DOPAMINE IN THE BRAIN......Page 192
81 THE MORE DIFFICULT SOMETHING IS TO ACHIEVE, THE MORE PEOPLE LIKE IT......Page 193
82 PEOPLE OVERESTIMATE REACTIONS TO FUTURE EVENTS......Page 194
83 PEOPLE FEEL MORE POSITIVE BEFORE AND AFTER AN EVENT THAN DURING IT......Page 195
84 PEOPLE WANT WHAT IS FAMILIAR WHEN THEYRE SAD OR SCARED......Page 197
PEOPLE MAKE MISTAKES......Page 200
85 PEOPLE WILL ALWAYS MAKE MISTAKES; THERE IS NO FAIL-SAFE PRODUCT......Page 201
86 PEOPLE MAKE ERRORS WHEN THEY ARE UNDER STRESS......Page 203
87 NOT ALL MISTAKES ARE BAD......Page 207
88 PEOPLE MAKE PREDICTABLE TYPES OF ERRORS......Page 208
89 PEOPLE USE DIFFERENT ERROR STRATEGIES......Page 211
HOW PEOPLE DECIDE......Page 214
90 PEOPLE MAKE MOST DECISIONS UNCONSCIOUSLY......Page 215
91 THE UNCONSCIOUS KNOWS FIRST......Page 217
92 PEOPLE WANT MORE CHOICES AND INFORMATION THAN THEY CAN PROCESS......Page 219
93 PEOPLE THINK CHOICE EQUALS CONTROL......Page 221
94 PEOPLE MAY CARE ABOUT TIME MORE THAN THEY CARE ABOUT MONEY......Page 223
95 MOOD INFLUENCES THE DECISION-MAKING PROCESS......Page 225
96 GROUP DECISION MAKING CAN BE FAULTY......Page 227
97 PEOPLE ARE SWAYED BY A DOMINANT PERSONALITY......Page 229
98 WHEN PEOPLE ARE UNCERTAIN, THEY LET OTHERS DECIDE WHAT O DO......Page 230
99 PEOPLE THINK OTHERS ARE MORE EASILY INFLUENCED THAN THEY ARE THEMSELVES......Page 232
100 PEOPLE VALUE A PRODUCT MORE HIGHLY WHEN ITS PHYSICALLY IN FRONT OF THEM......Page 234
BIBLIOGRAPHY......Page 238
C......Page 248
E......Page 249
H......Page 250
M......Page 251
O......Page 252
S......Page 253
T......Page 254
XZ......Page 255

Details

  • Author: Susan Weinschenk
  • Edition: 1
  • Publication Date: 2011
  • Publisher: New Riders Publishing
  • ISBN-10: 0321767535
  • ISBN-13: 9780321767530
  • Pages: 257
  • Format: pdf
  • Size: 8.2M
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