100 Things Every Designer Needs to Know About People

1. Visual perception is a complex interplay of sensory input and brain interpretation

What you think people are going to see on your Web page may not be what they do see.

Pattern recognition: The brain is wired to recognize patterns and shapes, often filling in missing information or creating meaning where none exists. This phenomenon, known as pareidolia, explains why we see faces in clouds or objects in random patterns.

Selective attention: Our visual system is designed to focus on specific elements while filtering out others. This selective attention can be manipulated through design choices, such as color, contrast, and placement. For example, people tend to notice movement in their peripheral vision, which is why blinking advertisements can be both effective and annoying.

• Key visual processing facts:
  • The brain processes visual information in parallel, not sequentially
  • Peripheral vision is crucial for understanding context and gist
  • Color perception can vary significantly between individuals and cultures
  • Faces are processed differently and more quickly than other visual stimuli

2. Memory is limited but can be enhanced through strategic techniques

Short-term memory is limited.

Working memory capacity: The average person can only hold about four items in their working memory at a time. This limitation affects how we process and retain information in the short term, influencing everything from user interface design to educational strategies.

Long-term memory formation: To move information from short-term to long-term memory, repetition and meaningful association are crucial. The brain creates stronger neural connections when new information is linked to existing knowledge or experiences. This is why analogies and storytelling can be powerful tools for learning and retention.

• Memory enhancement techniques:
  • Chunking: Grouping information into manageable units
  • Spaced repetition: Reviewing information at increasing intervals
  • Elaborative rehearsal: Connecting new information to existing knowledge
  • Visualization: Creating mental images to represent concepts or data

3. Attention is selective and easily manipulated by external factors

Attention is selective.

Attentional filters: The brain constantly filters incoming information, focusing on what it deems important or novel. This filtering process is influenced by personal relevance, emotional impact, and contextual cues. Designers and marketers can leverage this by creating experiences that stand out from the noise and align with users' interests and goals.

Multitasking myth: Despite popular belief, true multitasking is a myth. The brain rapidly switches between tasks rather than processing them simultaneously. This task-switching comes at a cognitive cost, reducing efficiency and increasing the likelihood of errors. Understanding this limitation is crucial for designing interfaces and workflows that minimize cognitive load and maximize focus.

• Factors that capture attention:
  • Novelty and surprise
  • Personal relevance
  • Emotional content
  • Movement and contrast
  • Narrative structure

4. Decision-making is largely unconscious and influenced by emotions

People make most decisions unconsciously.

Emotional influence: Emotions play a significant role in decision-making, often overriding logical considerations. The brain's limbic system, responsible for emotional processing, is closely tied to the decision-making centers. This connection explains why people often make choices based on feelings rather than facts.

Cognitive biases: Our brains use mental shortcuts, or heuristics, to make quick decisions. While these shortcuts are often useful, they can also lead to systematic errors in judgment. Understanding common cognitive biases, such as confirmation bias or anchoring effect, can help in designing systems and interfaces that mitigate their impact.

• Key decision-making insights:
  • Framing effects can significantly alter choices
  • Too many options can lead to decision paralysis
  • Social proof strongly influences individual decisions
  • Immediate rewards are often valued more than long-term benefits

5. Social dynamics profoundly impact behavior and choices

People are hard-wired for imitation and empathy.

Mirror neurons: The discovery of mirror neurons in the brain provides a neurological basis for empathy and social learning. These neurons fire both when an individual performs an action and when they observe someone else performing the same action. This mechanism facilitates rapid learning, emotional contagion, and social bonding.

Social influence: Human behavior is heavily influenced by social norms and the actions of others. This tendency manifests in phenomena like conformity, social proof, and the bystander effect. Designers and leaders can leverage this understanding to create environments that encourage positive behaviors and discourage negative ones.

• Social dynamics in design:
  • Testimonials and user reviews can significantly impact trust and decisions
  • Group dynamics can lead to better or worse outcomes depending on structure
  • Social comparison drives many behaviors, from product choices to lifestyle decisions
  • Online interactions follow many of the same social rules as face-to-face interactions

6. Motivation is driven by intrinsic factors more than extrinsic rewards

People are more motivated by intrinsic rewards than extrinsic rewards.

Autonomy and mastery: Intrinsic motivation, driven by personal interest and satisfaction, is often more powerful and sustainable than extrinsic rewards like money or prizes. Factors such as autonomy, mastery, and purpose play crucial roles in fostering intrinsic motivation. Designers and managers can tap into these drivers by creating experiences that offer meaningful challenges and opportunities for growth.

Flow state: Achieving a state of flow, where an individual is fully immersed and energized by an activity, represents the pinnacle of intrinsic motivation. This state occurs when there's a balance between skill level and challenge, clear goals, and immediate feedback. Designing for flow can lead to highly engaging and satisfying user experiences.

• Key motivational factors:
  • Sense of progress and achievement
  • Social connection and belonging
  • Personal growth and learning
  • Meaningful contribution to a larger goal

7. Design should account for cognitive limitations and natural human tendencies

People will always make mistakes; there is no fail-safe product.

Cognitive load theory: Effective design minimizes cognitive load, allowing users to focus on their primary tasks. This involves presenting information in digestible chunks, using visual hierarchy to guide attention, and leveraging familiar patterns and metaphors. By aligning design with natural cognitive processes, we can create more intuitive and efficient interfaces.

Error prevention and recovery: While it's impossible to eliminate all errors, good design can significantly reduce their occurrence and impact. This involves anticipating common mistakes, providing clear feedback, and offering easy ways to undo actions. Additionally, designing for forgiveness means ensuring that errors don't lead to catastrophic consequences.

• Design principles for cognitive alignment:
  • Progressive disclosure of information
  • Consistent and predictable interfaces
  • Clear visual hierarchy and grouping
  • Feedback and error recovery mechanisms
  • Accessibility considerations for diverse cognitive abilities

Human behavior is complex, influenced by a myriad of cognitive, emotional, and social factors. By understanding these underlying principles, designers, marketers, and leaders can create more effective, engaging, and human-centered experiences. The key lies in aligning our creations with the natural tendencies and limitations of the human mind, rather than fighting against them.

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Last updated: August 10, 2024