6 highlights from “100 things every designer needs to know about people”
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6 Highlights from “100 THINGS Every Designer Needs To Know About PEOPLE”. If a font is hard to read, the meaning of the text will be lost. - PowerPoint PPT PresentationTRANSCRIPT
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6 Highlights from “100 THINGS Every Designer Needs To Know About PEOPLE”
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If a font is hard to read, the meaning of the text will be lost
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There are many fonts that are easy to read. Any of them are fine to use. But avoid a font that is so decorative that it starts to interfere with pattern recognition in the brain.
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Takeaways• SERIF = good• SANS SERIF = good• Unusual or overly
decorative != good
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People are more motivated as they get closer to a goal
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Reward Card
Reward Card
Kivetz, Ran, Urminsky, O., and Zheng, U. 2006. “The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention.” Journal of Marketing Research 39: 39-58.
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Takeaways• D(distance) inv. to M(motivation)
• Illusory progress ≈ actual progress
• Motivation plummets after goal reached
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People want more choices and information than they can process
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60% 40%3% 31%
Iyengar, Sheena. 2010. The Art of Choosing. New York: Twelve
#choices vs #sales
# choices
sample ratesalesrate
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Takeaways• 4 choices at once• For more, break up
into steps
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It’s easier to recognize information than recall itManBat
RiverCan
CampFish
BallFire
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• Man• Bat• Skunk• River• Snake• Can
• Glove• Camp• Fish• Ball• Fire• Bear
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Takeaways• Use context clues• Try to no require
users to remember
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People process information best In story form
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• Medtronic annual report
• Antoinette• Medtronic
helped her• Links
financials and mission
• Makes less boring
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Takeaways• Dry+Story=Less Dry• Stories help process
& remember• Stories imply
causation
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People expect online interactions to follow social rules
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Takeaways• All online
interactions are social interactions
• Be too forward and they might walk
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For more info, see“The Brain Lady.”• Susan M. Weinschenk• Ph.D. in Psychology• 30 years applying psych to tech• Author, “Neuro Web Design: What
makes them click?”• Whatmakesthemclick.net