100 MORE Things Every Designer Needs to Know …

1 100 THINGSMORELEVEL Beginning / IntermediateCOVERS DesignCOVER DESIGN Mimi HeftAUTHOR PHOTOGRAPH Katie RicardUS $ CAN $ :ISBN-10 BRAIN LADY IS BACK with 100 more must-read insights into what motivates people s behavior and how you can use that knowledge to improve your design work. Thousands of designers, marketers, and product managers have already come to rely on the original 100 Things Every Designer Needs to Know About People as a go-to guide on how to use the latest findings in psychology and neuroscience to create better websites, applications, products, and brands. Research hasn t stopped since the book was written, and new design challenges have emerged. 100 MORE Things Every Designer Needs to Know About People continues the journey into human psychology, neuroscience, and brain research to provide you with bite-sized, practical advice you can use to create intuitive and engaging work that resonates with how people really TO INCREASE THE EFFECTIVENESS of your websites, applications, designs, and products by finding the answers to questions like these: How do you grab and hold a viewer s attention in a video ad?

2 How much text on a screen do people actually read? What one simple thing can you do to enhance the believability of your content? When is it better NOT to give your audience choices? Why does laughing enhance learning for kids? Do certain fonts help people learn information better? Where is the worst spot on a smartphone screen to place frequently used controls? What s the best way for people to process big data?These are just a few of the questions that Susan explores in this deep-dive exploration of what makes people M. WEINSCHENK has a in psychology and over 30 years of experience as a behavioral scientist. She is a consultant to Fortune 1000 companies, start-ups, government agencies, and non-profits. Her clients call her The Brain Lady because she applies research on brain science to predict, understand, and explain what motivates people and how they THINGSEVERY Designer Needs TO KNOW ABOUT PEOPLEEVERY Designer Needs TO KNOW ABOUT PEOPLEVMORESUSAN M.

3 WEINSCHENK, THINGSEVERY Designer Needs TO KNOW ABOUT PEOPLEVMORE @newridersThis page intentionally left blank 100 ThingsEvEry Designer Needs to Know About PEoPlEsusan Weinschenk, MORE Things Every Designer Needs to Know About PeopleSusan M. Weinschenk, RidersFind us on the Web at Riders is an imprint of Peachpit, a division of Pearson report errors, please send a note to 2016 by Susan Weinschenk, Editor: Nikki Echler McDonaldProduction Editors: Tracey Croom and Maureen ForysDevelopment Editor: Jeff RileyCopy Editor: Gretchen Dykstratechnical Editor: Tara LongProofreader: Patricia PaneCompositor: Maureen Forys, Happenstance Type-O-Ramaindexer: Jack LewisCover Design: Mimi Heftinterior Design: Maureen Forys, Happenstance Type-O-Ramanotice of rightsAll rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

4 For information on getting permission for reprints and excerpts, contact of liabilityThe information in this book is distributed on an As Is basis without warranty. While Every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions con-tained in this book or by the computer software and hardware products described in of the designations used by manufacturers and sellers to distinguish their products are claimed as trade-marks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the des-ignations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark.

5 No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this 13: 978-0134-19603-9 ISBN 10: 0-134-19603-19 8 7 6 5 4 3 2 1 Printed and bound in the United States of AmericaAcKNowlEDgEmENTsMany thanks to all the readers of the original 100 Things Every Designer Needs to Know About People. Your enthusiasm, comments, and ideas gave me the inspiration to come up with 100 More!DEDicATioN This book is dedicated to my friends and family, who were patient with me and helped me with lots of other tasks so I could concentrate on the writing of this book. AbouT ThE AuThorSusan Weinschenk has a in psychology and more than thirty years of experience as a behavioral scientist. She is a consultant to Fortune 1000 companies, start-ups, government agencies, and nonprofits. Her clients call her The Brain Lady, because she applies research on brain science to predict, understand, and explain what moti-vates people and how they Designer As bEhAviorAl sCiEntist xihow PEoPlE sEE1 PEoPlE P rEfEr CurvED shAPEs 22 PEoPlE PrEfEr symmEtry 63 somE PEoPlE hAvE An ExtrA Color ConE 114 PEri PhErAl vision DEtErminEs whErE CEntrAl vision shoulD looK 145 PEri PhErAl vision sEEs DAngEr AnD P roCEssEs Emotions fAstEr 176 PEri PhErAl vision is liKE A low-rEsolution imAgE 197 Emotion vs.

6 GAzE Dir ECtion: Emotion wins 248 DirECt gAzE CAn bACKfirE 289 PEoPlE DECiDE About A DEsign in A sPlit sEConD 30how PEoPlE ThiNK AND rEmEmbEr10 PEoPlE usE two Kin Ds of thinKing 3411 somE mEmoriEs ChAngE EAsily 3812 rEPEtition strEngthEns somE mEmoriEs 4113 musiC EvoKEs mEmoriEs AnD mooDs 44how PEoPlE DEci DE14 PEoPlE mAKE DECisions with systEm 1 (truthinEss) thinKing 4815 PEoPlE ChoosE whAt s brightEst 52 Contentsvi16 whEn fACED with A ComPlEx DECision, PEoPlE follow thEir fEElings 5417 thE PuPils Dil AtE During A DiffiCult DECision 6118 ConfiDEnCE triggErs DECisions 6319 thE surPrising EffECts of strEss on DECision mAKing 6620 PEoPlE mAKE DECisions At CErtAin CAlEnDAr EvEnts 7021 PEoPlE mAKE DECisions bAsED on sPECifiC mEmoriEs 7222 brAin ACtivity PrEDiCts DECisions bEforE thEy rE ConsCiously mADE 74how PEoPlE rEAD AND iNTErPrET iNformATioN23 if tExt is hArD to rEAD, thE mAtEri Al is EAsi Er to lEArn 7824 nouns sPur ACtion morE thAn vErbs sPur ACtion 8225 homoPhonEs CAn PrimE bEhAvior 8626 PEoPlE rEAD only 60 PErCEnt of An onlinE ArtiClE 9027 rEADing onlinE mAy not bE rEADing 9228 thE multisEnsory ExPEri EnCE of PhysiCAl booKs is imPortAnt to rEADing 9529 PEoPlE ArE rEADy to movE on from olD mEDiA 99how PEoPlE ArE iNfluENcED by sToriEs30 thE brAin is morE ACtivE with storiEs 10631 DrAmAti C ArC storiEs ChAngE brAin ChEmiCAls 10832 storiEs foCus AttEntion 11233 PEoPlE s sElf-storiEs AffECt thEir bEhAvior 11434 smAll stEPs CAn ChAngE sElf-storiEs 11635 A PubliC CommitmEnt lEADs to strongEr sElf-storiEs 11936 ChAngE thE story AnD you will ChAngE thE bEhAvior 121viiCONTENTShow PEoPlE rElATE To oThEr PEoPlE AND To TEchNology37 Emotions ArE C ontAgious 12638 PEoPlE Don t liKE viDEo ADs 12839 Joy AnD surPrisE grAb AnD holD AttEntion in viDEo ADs 12940 surPrisE, but not shoCK.

7 EnCourAgEs shAring 13141 oxytoCin is thE bonDing ChEmiCAl 13342 whEn PEoPlE fEEl ConnECtED, thEy worK hArDEr 13643 DEviCEs with AlErts lowEr CognitivE PErformAnCE 13844 CEll PhonEs nEArby nEgAtivEly AffECt PErson-to-PErson CommuniCAtion 14045 PEoPlE trust mAChinEs thAt hAvE somE humAn-liKE ChArACtEristiCs 14246 PEoPlE CAn fEEl EmPAthy for mAChinEs 146how crEATiviTy iNfluENcEs DEsigN47 EvEryonE CAn bE CrEAtivE 15048 CrEAtivity stArts with thE E xECutivE A ttEntion nEtworK 15349 to bE CrEAtivE, EngAgE thE brAin s DEfAult nEtworK 15550 inDuCE An AhA momEnt 15751 DAyDrEAming EnCourAgEs CrEAtivity 15952 slEEPing EnCourAgEs CrEAtivity 16153 noisE AnD musiC inCrEAsE CrEAtivity 16354 PEoPlE ArE morE CrEAtivE within somE C onstrAints 16555 thE right Kin D of CollAborAtion inCrEAsEs CrEAtivity 16756 bEing A PErfECtionist CAn ruin CrEAtivE worK 169 Contentsviiihow PEoPlE s boDiEs AffEcT DEsigN57 PEoPlE thinK AnD fEEl with thEir boDiEs 17258 PEoPlE nAturAlly gEsturE 17559 PEoPlE hAvE P hysiCAl limitAtions of movEmEnt 17760 thumbs CAn rEACh only so fAr 17961 DistAnCE from thE sCrEEn is CritiCAl 182how PEoPlE shoP AND buy62 PEoPlE D on t sEPArAtE shoPPing onlinE from shoPPing in A storE 18863 PEoPlE sPEnD lEss whEn thEy usE CAsh 19064 PEoPlE Commit to PurChAsEs bECAusE of CognitivE DissonAnCE 19265 CognitivE DissonAnCE mAKEs PEoPlE buy

8 19466 PEoPlE ArE AffECtED by ArbitrAry numbErs 19667 onlinE shoPPing inCrEAsEs AntiCi PAtion 198how gENErATio Ns, gEogrAPhy, AND gENDEr iNfluENcE DEsigN 68 EvEryonE usEs smArtPhonEs for nEws AnD imPortAnt lifE EvEnts 20469 gEnErAtionAl DiffErEnCEs in smArtPhonE usE DEPEnD on thE ACtivity 20570 if thE tAsK tAKEs lEss thAn 5 minutEs, PEoPlE will usE thEir smArtPhonEs 20771 not EvEryonE with A CEll PhonE hAs A smArtPhonE 20872 in mAny CountriEs, womEn lACK onlinE ACCEss 20973 gAmErs ArE All AgEs AnD All gEnDErs 210ixCONTENTS74 whAt PEoPlE finD visuAlly APPEA ling DEPEnDs on AgE, gEnDEr, AnD gEogrAPhy 21175 PEoPlE wAnt fEwEr ChoiCEs As thEy gEt olDEr 21476 thE mEntAl moDEl of onlinE AnD offlinE is DiffErEnt for DiffErEnt gEnErAtions 21577 ovEr hAlf of thE PEoPlE ovEr AgE 65 in thE us usE thE intErnEt 21678 PEoPlE ovEr 40 hAvE P rEsbyoPiA 21879 thE Color bluE fADEs with AgE 21980 nEArly 100 million PEoPlE ovEr AgE 65 hAvE hEAring ProblEms 22081 motor sKills Don t DEClinE until thE miD-60s 22182 olDEr PEoPlE mAy not hAvE AnswErs to thosE sECurity quEstions 22283 As PEoPlE AgE, thEy bEComE lEss ConfiDEnt About thEir own mEmoriEs 22484 gEnErAtion z will ACCount for 40 PErCEnt of All ConsumErs in 2020 22685 morE thAn onE-thirD of onE-yEAr-olDs CAn usE A touCh sCrEEn 22786 whEn toDDlErs lAugh.

9 ThEy lEArn morE 228how PEoPlE iNTErAcT wiTh iNTErfAcEs AND DEvicEs87 PEoPlE wAnt to sKim AnD sCAn viDEos 23088 PEoPlE intErACt with CArousEls 23289 PEoPlE sCroll 23490 PEoPlE CAn t EvEn tAlK to thE CAr whilE Driving 23591 PEoPlE Don t AlwAys EngAgE morE whEn you vE usED gAmifiCAtion 237 Contentsx92 gAmEs CAn imProvE PErCEPtuAl lEArning 23993 PEoPlE nEED fEwEr ChoiCEs 24194 PEoPlE wAnt DEvi CEs to monitor thEir hEAlth 24395 PEoPlE will inCrEAsingly hAvE DEviCEs imPlAntED to monitor AnD intErvEnE in thEir hEAlth 24596 PEoPlE CAn Control tEChnology with thEir brAins 24797 PEoPlE will ADAPt to multi-moDAl intErfACEs 24998 PEoPlE will EmbrACE mixED rEAlity 25199 ovEr 645 million PEoPlE hAvE visuAl or AuDitory imPAirmEnts 253100 PEoPlE ProCEss sEnsory DAtA unConsCiously 254rEfErEnCEs 257inDEx 267xiThe Designer As BehAviorAl scienTis TThE Designer As bEhAviorAl sciENTisTYou wake up in the morning and while you sip your coffee, you slip on your headset.

10 A few gestures with your hand and fingers and you are skimming the news and your cal-endar on the screen that has appeared in front of you. As you walk to the train to go to work, you run your hand down your arm to call someone at your office. When you get to work you might spend some time in the immersive room. Data appears on a screen, you hear sounds, and feel pulses through the vibrating floor, or a vest you have put on over your clothes. Your unconscious processes these sensory data so that you can make decisions. That s not so far in the future. That s what is about to become mainstream in the next 1 2 is a great time for designers there are so many Things that can, and need, to be designed! We still need software and websites and mobile apps, and now we also need to design how people will use technology that lives in clothing, headsets, and is growing and changing, and what we know about people has also exploded. When I wrote the first 100 Things Every Designer Needs To Know About People, it was 2011.