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100 Things Every Designer Needs to Know about People: What Makes Them Tick?-[1]-[pdf]-[Susan Weinschenk]

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    发表于 2017-9-25 13:31:17 | 显示全部楼层 |阅读模式
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    书籍信息:
    标题: 100 Things Every Designer Needs to Know about People: What Makes Them Tick?
    语言: English
    格式: pdf
    大小: 8.2M
    页数: 257
    年份: 2011
    作者: Susan Weinschenk
    版次: 1
    出版社: New Riders Publishing

    简介

    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.


    目录
    CONTENTS......Page 6
    THE PSYCHOLOGY OF DESIGN......Page 12
    HOW PEOPLE SEE......Page 14
    1 WHAT YOU SEE ISN’T WHAT YOUR BRAIN GETS......Page 15
    2 PERIPHERAL VISION IS USED MORE THAN CENTRAL VISION TO GET THE GIST OF WHAT YOU SEE......Page 18
    3 PEOPLE IDENTIFY OBJECTS BY RECOGNIZING PATTERNS......Page 20
    4 THERE’S A SPECIAL PART OF THE BRAIN JUST FOR RECOGNIZING FACES......Page 22
    5 PEOPLE IMAGINE OBJECTS TILTED AND AT A SLIGHT ANGLE ABOVE......Page 24
    6 PEOPLE SCAN SCREENS BASED ON PAST EXPERIENCE AND EXPECTATIONS......Page 26
    7 PEOPLE SEE CUES THAT TELL THEM WHAT TO DO WITH AN OBJECT......Page 28
    8 PEOPLE CAN MISS CHANGES IN THEIR VISUAL FIELDS......Page 32
    9 PEOPLE BELIEVE THAT THINGS THAT ARE CLOSE TOGETHER BELONG TOGETHER......Page 34
    10 RED AND BLUE TOGETHER ARE HARD ON THE EYES......Page 35
    11 NINE PERCENT OF MEN AND ONE-HALF PERCENT OF WOMEN ARE COLOR-BLIND......Page 36
    12 THE MEANINGS OF COLORS VARY BY CULTURE......Page 40
    HOW PEOPLE READ......Page 42
    13 IT’S A MYTH THAT CAPITAL LETTERS ARE INHERENTLY HARD TO READ......Page 43
    14 READING AND COMPREHENDING ARE TWO DIFFERENT THINGS......Page 46
    15 PATTERN RECOGNITION HELPS PEOPLE IDENTIFY LETTERS IN DIFFERENT FONTS......Page 50
    16 FONT SIZE MATTERS......Page 53
    17 READING A COMPUTER SCREEN IS HARDER THAN READING PAPER......Page 55
    18 PEOPLE READ FASTER WITH A LONGER LINE LENGTH, BUT THEY PREFER A SHORTER LINE LENGTH......Page 56
    HOW PEOPLE REMEMBER......Page 58
    19 SHORT-TERM MEMORY IS LIMITED......Page 59
    20 PEOPLE REMEMBER ONLY FOUR ITEMS AT ONCE......Page 61
    21 PEOPLE HAVE TO USE INFORMATION TO MAKE IT STICK......Page 64
    22 IT’S EASIER TO RECOGNIZE INFORMATION THAN RECALL IT......Page 66
    23 MEMORY TAKES A LOT OF MENTAL RESOURCES......Page 67
    24 PEOPLE RECONSTRUCT MEMORIES EACH TIME THEY REMEMBER THEM......Page 69
    25 IT’S A GOOD THING THAT PEOPLE FORGET......Page 71
    26 THE MOST VIVID MEMORIES ARE WRONG......Page 73
    HOW PEOPLE THINK......Page 74
    27 PEOPLE PROCESS INFORMATION BETTER IN BITE-SIZED CHUNKS......Page 75
    28 SOME TYPES OF MENTAL PROCESSING ARE MORE CHALLENGING THAN OTHERS......Page 78
    29 MINDS WANDER 30 PERCENT OF THE TIME......Page 81
    30 THE MORE UNCERTAIN PEOPLE ARE, THE MORE THEY DEFEND THEIR IDEAS......Page 83
    31 PEOPLE CREATE MENTAL MODELS......Page 85
    32 PEOPLE INTERACT WITH CONCEPTUAL MODELS......Page 87
    33 PEOPLE PROCESS INFORMATION BEST IN STORY FORM......Page 89
    34 PEOPLE LEARN BEST FROM EXAMPLES......Page 92
    35 PEOPLE ARE DRIVEN TO CREATE CATEGORIES......Page 95
    36 TIME IS RELATIVE......Page 97
    37 THERE ARE FOUR WAYS TO BE CREATIVE......Page 99
    38 PEOPLE CAN BE IN A FLOW STATE......Page 104
    39 CULTURE AFFECTS HOW PEOPLE THINK......Page 106
    HOW PEOPLE FOCUS THEIR ATTENTION......Page 108
    40 ATTENTION IS SELECTIVE......Page 109
    41 PEOPLE FILTER INFORMATION......Page 111
    42 WELL-PRACTICED SKILLS DON’T REQUIRE CONSCIOUS ATTENTION......Page 112
    43 EXPECTATIONS OF FREQUENCY AFFECT ATTENTION......Page 114
    44 SUSTAINED ATTENTION LASTS ABOUT TEN MINUTES......Page 116
    45 PEOPLE PAY ATTENTION ONLY TO SALIENT CUES......Page 117
    46 PEOPLE CAN’T ACTUALLY MULTITASK......Page 118
    47 DANGER, FOOD, SEX, MOVEMENT, FACES, AND STORIES GET THE MOST ATTENTION......Page 121
    48 LOUD NOISES STARTLE AND GET ATTENTION......Page 123
    49 FOR PEOPLE TO PAY ATTENTION TO SOMETHING, THEY MUST FIRST PERCEIVE IT......Page 125
    WHAT MOTIVATES PEOPLE......Page 128
    50 PEOPLE ARE MORE MOTIVATED AS THEY GET CLOSER TO A GOAL......Page 129
    51 VARIABLE REWARDS ARE POWERFUL......Page 131
    52 DOPAMINE MAKES PEOPLE ADDICTED TO SEEKING INFORMATION......Page 134
    53 UNPREDICTABILITY KEEPS PEOPLE SEARCHING......Page 136
    54 PEOPLE ARE MORE MOTIVATED BY INTRINSIC REWARDS THAN EXTRINSIC REWARDS......Page 138
    55 PEOPLE ARE MOTIVATED BY PROGRESS, MASTERY, AND CONTROL......Page 140
    56 PEOPLE’S ABILITY TO DELAY GRATIFICATION (OR NOT) STARTS YOUNG......Page 144
    57 PEOPLE ARE INHERENTLY LAZY......Page 145
    58 PEOPLE WILL LOOK FOR SHORTCUTS ONLY IF THE SHORTCUTS ARE EASY......Page 149
    59 PEOPLE ASSUME IT’S YOU, NOT THE SITUATION......Page 150
    60 FORMING A HABIT TAKES A LONG TIME AND REQUIRES SMALL STEPS......Page 152
    61 PEOPLE ARE MORE MOTIVATED TO COMPETE WHEN THERE ARE FEWER COMPETITORS......Page 154
    62 PEOPLE ARE MOTIVATED BY AUTONOMY......Page 155
    PEOPLE ARE SOCIAL ANIMALS......Page 156
    63 THE “STRONG TIE” GROUP SIZE LIMIT IS 150 PEOPLE......Page 157
    64 PEOPLE ARE HARD-WIRED FOR IMITATION AND EMPATHY......Page 160
    65 DOING THINGS TOGETHER BONDS PEOPLE TOGETHER......Page 162
    66 PEOPLE EXPECT ONLINE INTERACTIONS TO FOLLOW SOCIAL......Page 164
    67 PEOPLE LIE TO DIFFERING DEGREES DEPENDING ON THE MEDIA......Page 167
    68 SPEAKERS’ BRAINS AND LISTENERS’ BRAINS SYNC UP DURING COMMUNICATION......Page 169
    69 THE BRAIN RESPONDS UNIQUELY TO PEOPLE YOU KNOW PERSONALLY......Page 170
    70 LAUGHTER BONDS PEOPLE TOGETHER......Page 172
    71 PEOPLE CAN TELL WHEN A SMILE IS REAL OR FAKE MORE ACCURATELY WITH VIDEO......Page 174
    HOW PEOPLE FEEL......Page 176
    72 SEVEN BASIC EMOTIONS ARE UNIVERSAL......Page 177
    73 EMOTIONS ARE TIED TO MUSCLE MOVEMENT AND VICE VERSA......Page 179
    74 ANECDOTES PERSUADE MORE THAN DATA......Page 181
    75 SMELLS EVOKE EMOTIONS AND MEMORIES......Page 182
    76 PEOPLE ARE PROGRAMMED TO ENJOY SURPRISES......Page 184
    77 PEOPLE ARE HAPPIER WHEN THEY’RE BUSY......Page 186
    78 PASTORAL SCENES MAKE PEOPLE HAPPY......Page 188
    79 PEOPLE USE LOOK AND FEEL AS THEIR FIRST INDICATOR OF TRUST......Page 190
    80 LISTENING TO MUSIC RELEASES DOPAMINE IN THE BRAIN......Page 192
    81 THE MORE DIFFICULT SOMETHING IS TO ACHIEVE, THE MORE PEOPLE LIKE IT......Page 193
    82 PEOPLE OVERESTIMATE REACTIONS TO FUTURE EVENTS......Page 194
    83 PEOPLE FEEL MORE POSITIVE BEFORE AND AFTER AN EVENT THAN DURING IT......Page 195
    84 PEOPLE WANT WHAT IS FAMILIAR WHEN THEY’RE SAD OR SCARED......Page 197
    PEOPLE MAKE MISTAKES......Page 200
    85 PEOPLE WILL ALWAYS MAKE MISTAKES; THERE IS NO FAIL-SAFE PRODUCT......Page 201
    86 PEOPLE MAKE ERRORS WHEN THEY ARE UNDER STRESS......Page 203
    87 NOT ALL MISTAKES ARE BAD......Page 207
    88 PEOPLE MAKE PREDICTABLE TYPES OF ERRORS......Page 208
    89 PEOPLE USE DIFFERENT ERROR STRATEGIES......Page 211
    HOW PEOPLE DECIDE......Page 214
    90 PEOPLE MAKE MOST DECISIONS UNCONSCIOUSLY......Page 215
    91 THE UNCONSCIOUS KNOWS FIRST......Page 217
    92 PEOPLE WANT MORE CHOICES AND INFORMATION THAN THEY CAN PROCESS......Page 219
    93 PEOPLE THINK CHOICE EQUALS CONTROL......Page 221
    94 PEOPLE MAY CARE ABOUT TIME MORE THAN THEY CARE ABOUT MONEY......Page 223
    95 MOOD INFLUENCES THE DECISION-MAKING PROCESS......Page 225
    96 GROUP DECISION MAKING CAN BE FAULTY......Page 227
    97 PEOPLE ARE SWAYED BY A DOMINANT PERSONALITY......Page 229
    98 WHEN PEOPLE ARE UNCERTAIN, THEY LET OTHERS DECIDE WHAT O DO......Page 230
    99 PEOPLE THINK OTHERS ARE MORE EASILY INFLUENCED THAN THEY ARE THEMSELVES......Page 232
    100 PEOPLE VALUE A PRODUCT MORE HIGHLY WHEN IT’S PHYSICALLY IN FRONT OF THEM......Page 234
    BIBLIOGRAPHY......Page 238
    C......Page 248
    E......Page 249
    H......Page 250
    M......Page 251
    O......Page 252
    S......Page 253
    T......Page 254
    X–Z......Page 255

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