100 Things Every Designer Needs to Know About People

This book looks at how and why people behave, using real science and research this book focuses on how you can apply these theories and thoughts to the way you design. There are some common-sense principles, but also some that I wouldn’t have thought to apply to design, but after reading it’s incredible how relevant they all are. A nugget of information that I’ve always remembered is how the brain recognizes and prefers some imagery and text over others. We all do this subconsciously as it goes back to our ancestral old brain. We look at things in three ways “can I eat it? Can I have sex with it? Will it kill me?”, that’s all the old brain cares about. Images with any of these will be better for engaging with your customer. We’re also “hard-wired to pay attention to faces”, an interesting point with this is that when you want a user to make an action, the best thing to do is show someone else doing it. “If you want to influence someone’s behaviour, then show someone else doing the same task”. — Susan Weinschenk Another useful point is the importance of showing progress in design. People are motivated to continue if there’s a goal in sight, and even more when it’s closer to the goal. Another point also mentioned in the book Hooked, is the importance of designing a trivial and novel experience, to keep the user engaged. “The human brain not only looks for the unexpected, it actually craves the unexpected”.