100 Things Every Designer Needs to Know About People

by Fred Showker

100 Things Every Designer Needs to Know About PeopleDTG Magazine BEST PRODUCT for 2012 In today's over-saturated media world, it's outstanding that someone still teaches these principles. Young designers are getting their education from YouTube, tutorial pushers and tens of thousands of unqualified bloggers.

Remarkably, when this book appeared I didn't know whether to take it seriously or not. But as I dug through all the lessons -- I'm finding myself agreeing and even feeling a bit flattered.

Having been in the graphic design, visual communications industry for 40 years, I can vouch for all of Dr. Weinschenk's observations about human behavior, and how that behavior affects the designer-client relationship. She an I may disagree on some points, but they're only minor.

All through the later 1980s and early 1990s I presented design seminars in 22 cities a year. As I read Weinschenk's book, I'm reminded of many of the lessons I included in those seminars. It's flattering to have a PHd come along nearly 25 years later and not only re-validate my lessons, but continue to preach the same important lessons. The only difference is : I spoke from experience and learning from the masters, and she speaks from actual definable research! Wow!

We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you’ll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.

Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as:

  • What grabs and holds attention on a page or screen?
  • What makes memories stick?
  • What is more important, peripheral or central vision?
  • How can you predict the types of errors that people will make?
  • What is the limit to someone’s social circle?
  • How do you motivate people to continue on to (the next step?
  • What line length for text is best?
  • Are some fonts better than others?

These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

Anyone in the visual communications field needs this book. Read it and keep it handy. Your personal enrichment will benefit greatly -- but you'll also pick up lots of "quotes" to share with your clients to add validity to your points. These are important lessons. Learn them.

cover100 Things Every Designer Needs to Know About People
Susan Weinschenk
GO Paperback ... GO Kindle Edition
GO Online Sample Chapter : There's a Special Part of the Brain Just for Recognizing Faces
GO The More Uncertain Peple Are, the More They Defend Their Ideas PDF file

And, thanks for reading

Fred Showker

Don't forget ... we encourage you to share your discoveries with other readers. Just send and email, contribute your own article, join the Design Cafe forums, or follow DTG on Facebook!

Susan Weinschenk Ph.D. in Psychology, and a 30-year career in applying psychology to the design of technology. She has written several books on user-centered design. Her 2008 book, Neuro Web Design: What makes them click? and 100 Things Every Presenter Needs to Know About People, apply the research on neuroscience to the design of web sites. A popular speaker and presenter, her nickname is "The Brain Lady". She is Chief of User Experience Strategy, Americas, at Human Factors International, and runs a popular blog: Whatmakesthemclick.net.

Table of Contents

  • The Psychology of Design
  • How People See
  • How People Read
  • How People Remember
  • How People Think
  • How People Focus Their Attention
  • What Motivates People
  • People Are Social Animals
  • How People Feel
  • People Make Mistakes
  • How People Decide
  • Bibliography

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