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Zusammenfassung von 100 Things Every Designer Needs to Know About People

Name: 100 Things Every Designer Needs to Know About People
Rating: 4.4 (237 reviews)
Author: Susan M. Weinschenk

Susan M. Weinschenk

The essential guide for every designer from a behavioral psychologist

4.4 (237 Bewertungen)

16 Min.

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100 Things Every Designer Needs to Know About People
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What’s in it for me? Find out what makes great design great.

What comes to mind when you think of great design? Probably something that grabbed your attention and kept it – and then remained in your memory long afterward. Whether it was an iPhone or one of Mies van der Rohe’s famous chairs, a well-designed object is unmistakable and unforgettable. So how do you create design that is truly great?

Well, you have to start with understanding why an object elicits a response and then remains with us – and to understand that, you need to figure out how people work.

Here we will look at the way our vision works, why we remember things and other cognitive functions of the brain – things that every designer, whether aspiring or accomplished, ought to know.

In these blinks, you’ll learn

why patterns help us understand what we see;
how stories are a great tool for making things stick; and
why you should design empathically.

To understand the world, people use their central and peripheral vision, and look for visual patterns.

Imagine you’re reading an article online, but an ad keeps flashing up on one side of the screen. Why is it so hard to ignore that flashing peripheral image and focus on reading? Well, there’s an anatomical reason for this.

In our humble attempts to navigate the world, we humans use our peripheral vision more than our central vision.

When we look directly at something, picking out details and focusing on particular features, we’re using our central vision. Our peripheral vision is what picks up everything around whatever we’re focusing on – all the objects, movements and colors that we’re not looking at directly but can still see.

Researchers at Kansas State University discovered that for the most part people use their peripheral vision to gather information about a scene. That’s why advertisers place ads at the sides of a web page; they’re guaranteed to receive attention.

And this tendency to use our peripheral vision makes perfect evolutionary sense. In order to stay alive, our ancestors needed to be hyperaware of their surroundings. And peripheral vision enabled them to stay alert while engaged with other tasks. Even when sharpening tools or preparing a meal, our ancestors could keep half an eye out for approaching threats like a hungry saber-toothed tiger.

Our central vision works differently. When looking directly at individual objects, humans find patterns. Envision four pairs of dots in a straight line with a small space between each pair. You’re anatomically predisposed to register the gaps and so perceive a pattern: four pairs rather than eight individual dots in a straight line.

Patterns make it easier to sort out all the new sensory information we’re constantly bombarded with. Even if there are no obvious patterns, your eyes and brain work in conjunction to create them. Basic shapes like rectangles and spheres are identified in everything you look at in order to make sense of what you’re observing.

Later, we’ll explore how this method of recognizing patterns is directly linked to the way you think and process information.

You need to break down information and have a thorough understanding of memory to make a good product.

Every second of every waking moment, your subconscious is dealing with roughly 40 billion pieces of information. However, only 40 percent of this information makes it to your conscious brain. What makes certain knowledge stick, then?

Your brain is only capable of processing information in bite-sized chunks. Therefore, if you’re ever conveying information – whether in a presentation or an ad – make sure you don’t provide too much at once.

Use stories and clear organizational systems to make ideas suitable for long-term memory.

The scope of your short-term memory is limited, so embedding information into your long-term memory is difficult.

In order to remember information, people have to use it. By repeating and connecting newfound knowledge to something that you’re already familiar with, it’s more likely that the information will stay in your mind and transition from your short-term to your long-term memory.

When making your product, remember that people crave empathy and rigidly follow social rules.

Have you ever noticed that, more often than not, when you smile at a stranger, the stranger smiles back? Well, that’s because imitation and empathy come naturally to people.

When you see someone performing an action, the premotor cortex in the front section of your brain activates mirror neurons. As a result, you mirror that person’s behavior. When you see an individual smile, your premotor cortex is responsible for causing you to smile, too.

People’s minds wander, but you can encourage a flow state with your design.

Most people have had the exasperating experience of reading the same sentence over and over again without taking any information in.

A study undertaken at the University of California found that people think their minds tend to wander 10 percent of the time, when, in actuality, it’s more like 30 percent of the time. It can even be as high as 70 percent – say, if you’re driving on an empty highway.

People are motivated by the prospect of achieving a goal – and dopamine helps, too.

Most people get a little thrill when a notification pops up on Twitter or Instagram, or when an email arrives. And that thrill is caused by dopamine – a chemical that controls the brain’s pleasure system and, thus, your feelings of enjoyment.

If you want people to experience a flow state while using your design, you have to provide constant feedback. This is especially important when designing online, and one way to do this is to send messages that update people with information on their performance.

People think that they have control over their choices, but most decisions are made unconsciously.

Imagine that, after a hearty dinner, you’re sitting in a restaurant looking at the list of desserts. After five minutes of reading, you realize you’ve barely made it halfway through! To some, this profusion of options might seem like heaven. But is it actually such a good thing?

Well, there are two ways of looking at it.

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Worum geht es in 100 Things Every Designer Needs to Know About People?

100 Things Every Designer Needs to Know About People (2011) is an essential guide for every designer. Combining research and practical examples, the book illustrates how important it is for designers to know, among many other things, how consumers make decisions and how memory is integral to good design.

Wer 100 Things Every Designer Needs to Know About People lesen sollte

Product managers and developers
Design or psychology students
Consumers who want to improve their awareness

Über den Autor

Susan M. Weinschenk is a behavioral psychologist who, for the last 30 years, has applied her expertise to the fields of design and user experience. She also runs the popular blog whatmakesthemclick.net. This is her second book.

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