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

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.

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

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  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. 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. • Takeaway • SERIF is good. • SANS SERIF is good. • Unusualoroverly decorative fonts are not so good. They make text harder to read and understand.

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

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

  6. 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.

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

  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

  18. Takeaways • All online interactions are social interactions • Be too forward and they might walk

  19. 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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