100 Things Every Designer Needs to Know About People
Buku ini diterbitkan tahun 2011 oleh New Riders is an imprint, USA, adalah buku edisi Pertama.
Judul: 100 Things Every Designer Needs to Know About People
Oleh: Susan Weinschenk, Ph.D.
Penerbit: New Riders is an imprint, USA
Tahun: 2011
Jumlah Halaman: 257 hal.
Penulis:
Susan Weinschenk, Ph.D.
Lingkup Pembahasan:
Buku ini mengemukakan 100 hal yang dibutuhan untuk Tahu Tentang Manusia.
Daftar Isi:
THE PSYCHOLOGY OF DESIGN vii
HOW PEOPLE SEE
1 WHAT YOU SEE ISN’T WHAT YOUR BRAIN GETS 2
2 PERIPHERAL VISION IS USED MORE THAN CENTRAL VISION TO GET THE GIST OF
WHAT YOU SEE 5
3 PEOPLE IDENTIFY OBJECTS BY RECOGNIZING PATTERNS 7
4 THERE’S A SPECIAL PART OF THE BRAIN JUST FOR RECOGNIZING FACES 9
5 PEOPLE IMAGINE OBJECTS TILTED AND AT A SLIGHT ANGLE ABOVE 11
6 PEOPLE SCAN SCREENS BASED ON PAST EXPERIENCE AND EXPECTATIONS 13
7 PEOPLE SEE CUES THAT TELL THEM WHAT TO DO WITH AN OBJECT 15
8 PEOPLE CAN MISS CHANGES IN THEIR VISUAL FIELDS 19
9 PEOPLE BELIEVE THAT THINGS THAT ARE CLOSE TOGETHER BELONG
TOGETHER 21
10 RED AND BLUE TOGETHER ARE HARD ON THE EYES 22
11 NINE PERCENT OF MEN AND ONE-HALF PERCENT OF WOMEN ARE
COLOR-BLIND 23
12 THE MEANINGS OF COLORS VARY BY CULTURE 27
HOW PEOPLE READ
13 IT’S A MYTH THAT CAPITAL LETTERS ARE INHERENTLY HARD TO READ 30
14 READING AND COMPREHENDING ARE TWO DIFFERENT THINGS 33
15 PATTERN RECOGNITION HELPS PEOPLE IDENTIFY LETTERS IN DIFFERENT
FONTS 37
16 FONT SIZE MATTERS 40
17 READING A COMPUTER SCREEN IS HARDER THAN READING PAPER 42
18 PEOPLE READ FASTER WITH A LONGER LINE LENGTH, BUT THEY PREFER A
SHORTER LINE LENGTH 43
HOW PEOPLE REMEMBER
19 SHORT-TERM MEMORY IS LIMITED 46
20 PEOPLE REMEMBER ONLY FOUR ITEMS AT ONCE 48
21 PEOPLE HAVE TO USE INFORMATION TO MAKE IT STICK 51
22 IT’S EASIER TO RECOGNIZE INFORMATION THAN RECALL IT 53
23 MEMORY TAKES A LOT OF MENTAL RESOURCES 54
24 PEOPLE RECONSTRUCT MEMORIES EACH TIME THEY REMEMBER THEM 56
25 IT’S A GOOD THING THAT PEOPLE FORGET 58
26 THE MOST VIVID MEMORIES ARE WRONG 60
HOW PEOPLE THINK
27 PEOPLE PROCESS INFORMATION BETTER IN BITE-SIZED CHUNKS 62
28 SOME TYPES OF MENTAL PROCESSING ARE MORE CHALLENGING 65
29 MINDS WANDER 30 PERCENT OF THE TIME THAN OTHERS 68
30 THE MORE UNCERTAIN PEOPLE ARE, THE MORE THEY DEFEND THEIR IDEAS 70
31 PEOPLE CREATE MENTAL MODELS 72
32 PEOPLE INTERACT WITH CONCEPTUAL MODELS 74
33 PEOPLE PROCESS INFORMATION BEST IN STORY FORM 76
34 PEOPLE LEARN BEST FROM EXAMPLES 79
35 PEOPLE ARE DRIVEN TO CREATE CATEGORIES 82
36 TIME IS RELATIVE 84
37 THERE ARE FOUR WAYS TO BE CREATIVE 86
38 PEOPLE CAN BE IN A FLOW STATE 91
39 CULTURE AFFECTS HOW PEOPLE THINK 93
HOW PEOPLE FOCUS THEIR ATTENTION
40 ATTENTION IS SELECTIVE 96
41 PEOPLE FILTER INFORMATION 98
42 WELL-PRACTICED SKILLS DON’T REQUIRE CONSCIOUS ATTENTION 99
43 EXPECTATIONS OF FREQUENCY AFFECT ATTENTION 101
44 SUSTAINED ATTENTION LASTS ABOUT TEN MINUTES 103
45 PEOPLE PAY ATTENTION ONLY TO SALIENT CUES 104
46 PEOPLE CAN’T ACTUALLY MULTITASK 105
47 DANGER, FOOD, SEX, MOVEMENT, FACES, AND STORIES GET THE MOST
ATTENTION 108
48 LOUD NOISES STARTLE AND GET ATTENTION 110
49 FOR PEOPLE TO PAY ATTENTION TO SOMETHING, THEY MUST FIRST
PERCEIVE IT 112
WHAT MOTIVATES PEOPLE
50 PEOPLE ARE MORE MOTIVATED AS THEY GET CLOSER TO A GOAL 116
51 VARIABLE REWARDS ARE POWERFUL 118
52 DOPAMINE MAKES PEOPLE ADDICTED TO SEEKING INFORMATION 121
53 UNPREDICTABILITY KEEPS PEOPLE SEARCHING 123
54 PEOPLE ARE MORE MOTIVATED BY INTRINSIC REWARDS THAN EXTRINSIC
REWARDS 125
55 PEOPLE ARE MOTIVATED BY PROGRESS, MASTERY, AND CONTROL 127
56 PEOPLE’S ABILITY TO DELAY GRATIFICATION (OR NOT) STARTS YOUNG 131
57 PEOPLE ARE INHERENTLY LAZY 132
58 PEOPLE WILL LOOK FOR SHORTCUTS ONLY IF THE SHORTCUTS ARE EASY 136
59 PEOPLE ASSUME IT’S YOU, NOT THE SITUATION 137
60 FORMING A HABIT TAKES A LONG TIME AND REQUIRES SMALL STEPS 139
61 PEOPLE ARE MORE MOTIVATED TO COMPETE WHEN THERE ARE FEWER
COMPETITORS 141
62 PEOPLE ARE MOTIVATED BY AUTONOMY 142
PEOPLE ARE SOCIAL ANIMALS
63 THE “STRONG TIE” GROUP SIZE LIMIT IS 150 PEOPLE 144
64 PEOPLE ARE HARD-WIRED FOR IMITATION AND EMPATHY 147
65 DOING THINGS TOGETHER BONDS PEOPLE TOGETHER 149
66 PEOPLE EXPECT ONLINE INTERACTIONS TO FOLLOW SOCIAL RULES 151
67 PEOPLE LIE TO DIFFERING DEGREES DEPENDING ON THE MEDIA 154
68 SPEAKERS’ BRAINS AND LISTENERS’ BRAINS SYNC UP DURING
COMMUNICATION 156
69 THE BRAIN RESPONDS UNIQUELY TO PEOPLE YOU KNOW PERSONALLY 157
70 LAUGHTER BONDS PEOPLE TOGETHER 159
71 PEOPLE CAN TELL WHEN A SMILE IS REAL OR FAKE MORE ACCURATELY
WITH VIDEO 161
HOW PEOPLE FEEL
72 SEVEN BASIC EMOTIONS ARE UNIVERSAL 164
73 EMOTIONS ARE TIED TO MUSCLE MOVEMENT AND VICE VERSA 166
74 ANECDOTES PERSUADE MORE THAN DATA 168
75 SMELLS EVOKE EMOTIONS AND MEMORIES 169
76 PEOPLE ARE PROGRAMMED TO ENJOY SURPRISES 171
77 PEOPLE ARE HAPPIER WHEN THEY’RE BUSY 173
78 PASTORAL SCENES MAKE PEOPLE HAPPY 175
79 PEOPLE USE LOOK AND FEEL AS THEIR FIRST INDICATOR OF TRUST 177
80 LISTENING TO MUSIC RELEASES DOPAMINE IN THE BRAIN 179
81 THE MORE DIFFICULT SOMETHING IS TO ACHIEVE, THE MORE PEOPLE
LIKE IT 180
82 PEOPLE OVERESTIMATE REACTIONS TO FUTURE EVENTS 181
83 PEOPLE FEEL MORE POSITIVE BEFORE AND AFTER AN EVENT THAN
DURING IT 182
84 PEOPLE WANT WHAT IS FAMILIAR WHEN THEY’RE SAD OR SCARED 184
PEOPLE MAKE MISTAKES
85 PEOPLE WILL ALWAYS MAKE MISTAKES; THERE IS NO FAIL-SAFE PRODUCT 188
86 PEOPLE MAKE ERRORS WHEN THEY ARE UNDER STRESS 190
87 NOT ALL MISTAKES ARE BAD 194
88 PEOPLE MAKE PREDICTABLE TYPES OF ERRORS 195
89 PEOPLE USE DIFFERENT ERROR STRATEGIES 198
HOW PEOPLE DECIDE
90 PEOPLE MAKE MOST DECISIONS UNCONSCIOUSLY 202
91 THE UNCONSCIOUS KNOWS FIRST 204
92 PEOPLE WANT MORE CHOICES AND INFORMATION THAN THEY CAN
PROCESS 206
93 PEOPLE THINK CHOICE EQUALS CONTROL 208
94 PEOPLE MAY CARE ABOUT TIME MORE THAN THEY 210
95 MOOD INFLUENCES THE DECISION-MAKING PROCESS CARE ABOUT MONEY 212
96 GROUP DECISION MAKING CAN BE FAULTY 214
97 PEOPLE ARE SWAYED BY A DOMINANT PERSONALITY 216
98 WHEN PEOPLE ARE UNCERTAIN, THEY LET OTHERS DECIDE WHAT O DO 217
99 PEOPLE THINK OTHERS ARE MORE EASILY INFLUENCED THAN THEY ARE
THEMSELVES 219
100 PEOPLE VALUE A PRODUCT MORE HIGHLY WHEN IT’S PHYSICALLY IN FRONT OF
THEM 221
BIBLIOGRAPHY 225
INDEX 235
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