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6 Highlights from “100 THINGS Every Designer Needs To Know About PEOPLE”

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Presentation on theme: "6 Highlights from “100 THINGS Every Designer Needs To Know About PEOPLE”"— Presentation transcript:

1 6 Highlights from “100 THINGS Every Designer Needs To Know About PEOPLE”

2 If a font is hard to read, the meaning of the text will be lost

3 Takeaway SERIF is good. SANS SERIF is good. Unusual or overly decorative fonts are not so good. They make text harder to read and understand. 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.

4 Takeaway SERIF is good. SANS SERIF is good. Unusual or overly decorative fonts are not so good. They make text harder to read and understand. Takeaways SERIF = good SANS SERIF = good Unusual or overly decorative != good

5 People are more motivated as they get closer to a goal

6 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.

7 Takeaways D (distance) inv. to M (motivation) Illusory progress ≈ actual progress Motivation plummets after goal reached

8 People want more choices and information than they can process

9 60%40% 3% 31% Iyengar, Sheena. 2010. The Art of Choosing. New York: Twelve # choices vs # sales # choices sample rate sales rate

10 Takeaways 4 choices at once For more, break up into steps

11 It’s easier to recognize information than recall it Man Bat River Can Camp Fish Ball Fire

12 Man Bat Skunk River Snake Can Glove Camp Fish Ball Fire Bear

13 Takeaways Use context clues Try to no require users to remember

14 People process information best In story form

15 Medtronic annual report Antoinette Medtronic helped her Links financials and mission Makes less boring

16 Takeaways Dry+Story=Less Dry Stories help process & remember Stories imply causation

17 People expect online interactions to follow social rules

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19 Takeaways All online interactions are social interactions Be too forward and they might walk

20 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


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