The Psychology of DesignHow People See1 What You See isn’t What Your Brain Gets2 Peripheral Vision is Used More Than Central Vision to Get the Gist of What You See3 People Identify Objects by Recognizing Patterns4 There’s a Special Part of the Brain Just for Recognizing Faces5 People Imagine Objects Tilted and at a Slight Angle Above6 People Scan Screens Based on Past Experience and Expectations7 People See Cues that Tell Them What to Do With an Object8 People can Miss Changes in their Visual Fields9 People Believe that Things that are Close Together Belong Together10 Red and Blue Together are Hard on the Eyes11 Nine Percent of Men and One-Half Percent of Women are Color-Blind12 The Meanings of Colors Vary by CultureHow People Read13 It’s a Myth that Capital Letters are Inherently Hard to Read14 Reading and Comprehending are Two Different Things15 Pattern Recognition Helps People Identify Letters in Different Fonts16 Font Size Matters17 Reading a Computer Screen is Harder than Reading Paper18 People Read Faster with a Longer Line Length, but they Prefer a Shorter Line LengthHow People Remember19 Short-Term Memory is Limited20 People Remember Only Four Items at Once21 People Have to Use Information to Make It Stick22 It’s Easier to Recognize Information than Recall It23 Memory Takes a Lot of Mental Resources24 People Reconstruct Memories Each Time they Remember Them25 It’s a Good Thing that People Forget26 The Most Vivid Memories are WrongHow People Think27 People Process Information Better in Bite-Sized Chunks28 Some Types of Mental Processing are More Challenging than Others29 Minds Wander 30 Percent of the Time30 The More Uncertain People are, the More they Defend their Ideas31 People Create Mental Models32 People Interact with Conceptual Models33 People Process Information Best in Story Form34 People Learn Best from Examples35 People are Driven to Create Categories36 Time is Relative37 There are Four Ways to be Creative38 People can be in a Flow State39 Culture Affects How People ThinkHow People Focus Their Attention40 Attention is Selective41 People Filter Information42 Well-Practiced Skills don’t Require Conscious Attention43 Expectations of Frequency Affect Attention44 Sustained Attention Lasts About Ten Minutes45 People Pay Attention Only to Salient Cues46 People can’t Actually Multitask47 Danger, Food, Sex, Movement, Faces, and Stories Get the Most Attention48 Loud Noises Startle and Get Attention49 For People to Pay Attention to Something, they Must First Perceive ItWhat Motivates People50 People are More Motivated as they Get Closer to a Goal51 Variable Rewards are Powerful52 Dopamine Makes People Addicted to Seeking Information53 Unpredictability Keeps People Searching54 People are More Motivated by Intrinsic Rewards than Extrinsic Rewards55 People are Motivated by Progress, Mastery, and Control56 People’s Ability to Delay Gratification (or Not) Starts Young57 People are Inherently Lazy58 People Will Look for Shortcuts Only if the Shortcuts are Easy59 People Assume it’s You, Not the Situation60 Forming a Habit Takes a Long Time and Requires Small Steps61 People are More Motivated to Compete When there are Fewer Competitors62 People are Motivated by AutonomyPeople are Social Animals63 The “Strong Tie” Group Size Limit is 150 People64 People are Hard-Wired for Imitation and Empathy65 Doing Things Together Bonds People Together66 People Expect Online Interactions to Follow Social Rules67 People Lie to Differing Degrees Depending on the Media68 Speakers’ Brains and Listeners’ Brains Sync Up During Communication69 The Brain Responds Uniquely to People You Know Personally70 Laughter Bonds People Together71 People can Tell When a smile is Real or Fake More Accurately with VideoHow People Feel72 Seven Basic Emotions are Universal73 Emotions are Tied to Muscle Movement and Vice Versa74 Anecdotes Persuade More than Data75 Smells Evoke Emotions and Memories76 People are Programmed to Enjoy Surprises77 People are Happier When They’re Busy78 Pastoral Scenes Make People Happy79 People Use Look and Feel as their First Indicator of Trust80 Listening to Music Releases Dopamine in the Brain81 The More Difficult Something is to Achieve, the More People Like It82 People Overestimate Reactions to Future Events83 People Feel More Positive Before and After an Event than During It84 People Want What is Familiar When They’re Sad or ScaredPeople Make Mistakes85 People Will Always Make Mistakes; There is No Fail-Safe Product86 People Make Errors When they are Under Stress87 Not All Mistakes are Bad88 People Make Predictable Types of Errors89 People Use Different Error StrategiesHow People Decide90 People Make Most Decisions Unconsciously91 The Unconscious Knows First92 People Want More Choices and Information than they can Process93 People Think Choice Equals Control94 People May Care about Time More than They Care about Money95 Mood Influences the Decision-Making Process96 Group Decision Making can be Faulty97 People are Swayed by a Dominant Personality98 When People are Uncertain, They Let Others Decide What to Do99 People Think Others are More Easily Influenced than they are Themselves100 People Value a Product More Highly When it’s Physically in Front of Them 1 PEOPLE PREFER CURVED SHAPES 2 PEOPLE PREFER SYMMETRY 3 SOME PEOPLE HAVE AN EXTRA COLOR CONE 4 PERIPHERAL VISION DETERMINES WHERE CENTRAL VISION SHOULD LOOK 5 PERIPHERAL VISION SEES DANGER AND PROCESSES EMOTIONS FASTER 6 PERIPHERAL VISION IS LIKE A LOW-RESOLUTION IMAGE 7 EMOTION VS. GAZE DIRECTION: EMOTION WINS 8 DIRECT GAZE CAN BACKFIRE 9 PEOPLE DECIDE ABOUT A DESIGN IN A SPLIT SECOND HOW PEOPLE THINK AND REMEMBER 10 PEOPLE USE TWO KINDS OF THINKING 11 SOME MEMORIES CHANGE EASILY 12 REPETITION STRENGTHENS SOME MEMORIES 13 MUSIC EVOKES MEMORIES AND MOODS HOW PEOPLE DECIDE 14 PEOPLE MAKE DECISIONS WITH SYSTEM 1 (TRUTHINESS) THINKING 15 PEOPLE CHOOSE WHAT’S BRIGHTEST 16 WHEN FACED WITH A COMPLEX DECISION, PEOPLE FOLLOW THEIR FEELINGS 17 THE PUPILS DILATE DURING A DIFFICULT DECISION 18 CONFIDENCE TRIGGERS DECISIONS 19 THE SURPRISING EFFECTS OF STRESS ON DECISION MAKING 20 PEOPLE MAKE DECISIONS AT CERTAIN CALENDAR EVENTS 21 PEOPLE MAKE DECISIONS BASED ON SPECIFIC MEMORIES 22 BRAIN ACTIVITY PREDICTS DECISIONS BEFORE THEY’RE CONSCIOUSLY MADE HOW PEOPLE READ AND INTERPRET INFORMATION 23 IF TEXT IS HARD TO READ, THE MATERIAL IS EASIER TO LEARN 24 NOUNS SPUR ACTION MORE THAN VERBS SPUR ACTION 25 HOMOPHONES CAN PRIME BEHAVIOR 26 PEOPLE READ ONLY 60 PERCENT OF AN ONLINE ARTICLE 27 READING ONLINE MAY NOT BE READING 28 THE MULTISENSORY EXPERIENCE OF PHYSICAL BOOKS IS IMPORTANT TO READING 29 PEOPLE ARE READY TO MOVE ON FROM “OLD” MEDIA HOW PEOPLE ARE INFLUENCED BY STORIES 30 THE BRAIN IS MORE ACTIVE WITH STORIES 31 DRAMATIC ARC STORIES CHANGE BRAIN CHEMICALS 32 STORIES FOCUS ATTENTION 33 PEOPLE’S SELF-STORIES AFFECT THEIR BEHAVIOR 34 SMALL STEPS CAN CHANGE SELF-STORIES 35 A PUBLIC COMMITMENT LEADS TO STRONGER SELF-STORIES 36 CHANGE THE STORY AND YOU WILL CHANGE THE BEHAVIOR HOW PEOPLE RELATE TO OTHER PEOPLE AND TO TECHNOLOGY 37 EMOTIONS ARE CONTAGIOUS 38 PEOPLE DON’T LIKE VIDEO ADS 39 JOY AND SURPRISE GRAB AND HOLD ATTENTION IN VIDEO ADS 40 SURPRISE, BUT NOT SHOCK, ENCOURAGES SHARING 41 OXYTOCIN IS THE BONDING CHEMICAL 42 WHEN PEOPLE FEEL CONNECTED, THEY WORK HARDER 43 DEVICES WITH ALERTS LOWER COGNITIVE PERFORMANCE 44 CELL PHONES NEARBY NEGATIVELY AFFECT PERSON-TO-PERSON COMMUNICATION 45 PEOPLE TRUST MACHINES THAT HAVE SOME HUMAN-LIKE CHARACTERISTICS 46 PEOPLE CAN FEEL EMPATHY FOR MACHINES HOW CREATIVITY INFLUENCES DESIGN 47 EVERYONE CAN BE CREATIVE 48 CREATIVITY STARTS WITH THE EXECUTIVE ATTENTION NETWORK 49 TO BE CREATIVE, ENGAGE THE BRAIN’S DEFAULT NETWORK 50 INDUCE AN “AHA” MOMENT 51 DAYDREAMING ENCOURAGES CREATIVITY 52 SLEEPING ENCOURAGES CREATIVITY 53 NOISE AND MUSIC INCREASE CREATIVITY 54 PEOPLE ARE MORE CREATIVE WITHIN SOME CONSTRAINTS 55 THE RIGHT KIND OF COLLABORATION INCREASES CREATIVITY 56 BEING A PERFECTIONIST CAN RUIN CREATIVE WORK HOW PEOPLE’S BODIES AFFECT DESIGN 57 PEOPLE THINK AND FEEL WITH THEIR BODIES 58 PEOPLE NATURALLY GESTURE 59 PEOPLE HAVE PHYSICAL LIMITATIONS OF MOVEMENT 60 THUMBS CAN REACH ONLY SO FAR 61 DISTANCE FROM THE SCREEN IS CRITICAL HOW PEOPLE SHOP AND BUY 62 PEOPLE DON’T SEPARATE SHOPPING ONLINE FROM SHOPPING IN A STORE 63 PEOPLE SPEND LESS WHEN THEY USE CASH 64 PEOPLE COMMIT TO PURCHASES BECAUSE OF COGNITIVE DISSONANCE 65 COGNITIVE DISSONANCE MAKES PEOPLE BUY 66 PEOPLE ARE AFFECTED BY ARBITRARY NUMBERS 67 ONLINE SHOPPING INCREASES ANTICIPATION HOW GENERATIONS, GEOGRAPHY, AND GENDER INFLUENCE DESIGN 68 EVERYONE USES SMARTPHONES FOR NEWS AND IMPORTANT LIFE EVENTS 69 GENERATIONAL DIFFERENCES IN SMARTPHONE USE DEPEND ON THE ACTIVITY 70 IF THE TASK TAKES LESS THAN 5 MINUTES, PEOPLE WILL USE THEIR SMARTPHONES 71 NOT EVERYONE WITH A CELL PHONE HAS A SMARTPHONE 72 IN MANY COUNTRIES, WOMEN LACK ONLINE ACCESS 73 GAMERS ARE ALL AGES AND ALL GENDERS 74 WHAT PEOPLE FIND VISUALLY APPEALING DEPENDS ON AGE, GENDER, AND GEOGRAPHY 75 PEOPLE WANT FEWER CHOICES AS THEY GET OLDER 76 THE MENTAL MODEL OF “ONLINE” AND “OFFLINE” IS DIFFERENT FOR DIFFERENT GENERATIONS 77 OVER HALF OF THE PEOPLE OVER AGE 65 IN THE US USE THE INTERNET 78 PEOPLE OVER 40 HAVE PRESBYOPIA 79 THE COLOR BLUE FADES WITH AGE 80 NEARLY 100 MILLION PEOPLE OVER AGE 65 HAVE HEARING PROBLEMS 81 MOTOR SKILLS DON’T DECLINE UNTIL THE MID-60S 82 OLDER PEOPLE MAY NOT HAVE ANSWERS TO THOSE SECURITY QUESTIONS 83 AS PEOPLE AGE, THEY BECOME LESS CONFIDENT ABOUT THEIR OWN MEMORIES 84 GENERATION Z WILL ACCOUNT FOR 40 PERCENT OF ALL CONSUMERS IN 2020 85 MORE THAN ONE-THIRD OF ONE-YEAR-OLDS CAN USE A TOUCH SCREEN 86 WHEN TODDLERS LAUGH, THEY LEARN MORE HOW PEOPLE INTERACT WITH INTERFACES AND DEVICES 87 PEOPLE WANT TO SKIM AND SCAN VIDEOS 88 PEOPLE INTERACT WITH CAROUSELS 89 PEOPLE SCROLL 90 PEOPLE CAN’T EVEN TALK TO THE CAR WHILE DRIVING 91 PEOPLE DON’T ALWAYS ENGAGE MORE WHEN YOU’VE USED “GAMIFICATION” 92 GAMES CAN IMPROVE PERCEPTUAL LEARNING 93 PEOPLE NEED FEWER CHOICES 94 PEOPLE WANT DEVICES TO MONITOR THEIR HEALTH 95 PEOPLE WILL INCREASINGLY HAVE DEVICES IMPLANTED TO MONITOR AND INTERVENE IN THEIR HEALTH 96 PEOPLE CAN CONTROL TECHNOLOGY WITH THEIR BRAINS 97 PEOPLE WILL ADAPT TO MULTI-MODAL INTERFACES 98 PEOPLE WILL EMBRACE MIXED REALITY 99 OVER 645 MILLION PEOPLE HAVE VISUAL OR AUDITORY IMPAIRMENTS 100 PEOPLE PROCESS SENSORY DATA UNCONSCIOUSLY 1 People process information better in bite-sized chunks2 People need context3 People filter information4 The more uncertain people are, the more they defend their ideas5 People have mental models6 People process information best in story form7 People learn best from examples8 Short-term memory is limited9 People remember only four items at once10 People have to use information to make it stick11 It’s easier to recognize information than recall it12 Memory takes a lot of mental resources13 People reconstruct memories each time they remember them14 Forgetting is programmed in15 People are driven to create categories16 Time is relative17 There are four ways to be creative18 People can be in a flow state19 Culture affects how people think20 People learn best in 20-minute chunks21 People have different learning styles22 People learn from making mistakesHow to Grab and Hold People’s Attention23 Sustained Attention Lasts About 10 Minutes24 The Unconscious Directs Attention25 Expectations of Frequency Affect Attention26 People Can’t Actually Multitask27 The Mind Wanders 30 Percent of the TimeHow to Motivate People to Take Action28 People are more motivated as they get closer to a goal29 Variable rewards are powerful30 People’s behavior can be shaped31 Dopamine makes people addicted to seeking information32 People respond to cues in the environment33 People are more motivated by intrinsic rewards than by extrinsic rewards34 People are motivated by progress, mastery, and control35 People’s ability to delay gratification (or not) starts young36 People are inherently lazy37 Forming a habit takes a long time and requires small steps38 People are more motivated to compete when there are fewer competitors39 People are motivated by autonomyHow people listen and see40 Multiple Sensory Channels Compete41 People Have to Hear Before They Can Listen42 Vision Trumps All the Senses43 People Read in a Certain Direction44 It’s a myth that uppercase letters are inherently hard to read45 Titles and Headlines Provide Critical Context46 Hard to Read = Hard to Do47 Font Size Matters48 Peripheral Vision Is Used More Than Central Vision to Get the Gist of What Is Going On49 There’s a Special Part of the Brain Just for Recognizing Faces50 Red and Blue Together Are Hard on the Eyes51 Nine Percent of Men and 0.5 Percent of Women Are Color Blind52 The Meanings of Colors Vary by Group and CultureHow People React To The Environment53 The more filled a room is, the more energy people have54 Dark rooms put people to sleep55 If you are out of sight, you might be out of mind56 People are affected by the arrangement of furniture57 It’s easy for people to lose interest online58 People get tired and hungry59 People are affected by temperature60 When people are uncomfortable, they can’t pay attention61 People expect connectivityHow People React Emotionally62 People respond more to anecdotes than to data63 Stories engage people emotionally64 People are programmed to enjoy surprises65 People feel safe when things are predictable66 People need to feel safe in order to participate67 People are happier when they’re busy68 People react to beauty69 Listening to music releases dopamine in the brain70 People want what is familiar when they’re sad or scared71 The more scarce something is, the more valuable people will feel it isHow People React to You72 People obey authority figures73 People “read” other people in an instant and unconsciously74 Be Honest and Authentic75 People assign meaning to your body positions and movement76 People assign meaning to your hand gestures77 People assign meaning to your tone of voice78 People assign meaning to your face and eye movements79 People imitate your emotions and feel your feelings80 Clothes do make you81 People Listen to and are Persuaded by Those Similar To/Attractive to them82 Speakers’ brains and listeners’ brains sync up during communication83 The brain responds uniquely to people you know personally84 People want you to control the roomHow People Decide To Take Action85 People make most decisions unconsciously86 Fear of loss trumps anticipation of gain87 People want more choices and information than they can actually process88 People think choice equals control89 People might care about time more than they care about money90 Mood influences the decision-making process91 Group decision-making can be faulty92 People are swayed by a dominant personality93 When people are uncertain, they look to others to decide what to do94 People think others are more easily influenced than they themselves are95 People value a product more highly when it’s physically in front of them96 People want to keep a consistent persona97 Small steps can change personas98 Writing by Hand can Increase Commitment99 People will act in order to relieve a sense of obligation100 When people say no the first time, they often say yes the next time

The Psychology of DesignHow People See1 What You See isn’t What Your Brain Gets2 Peripheral Vision is Used More Than Central Vision to Get the Gist of What You See3 People Identify Objects by Recognizing Patterns4 There’s a Special Part of the Brain Just for Recognizing Faces5 People Imagine Objects Tilted and at a Slight Angle Above6 People Scan Screens Based on Past Experience and Expectations7 People See Cues that Tell Them What to Do With an Object8 People can Miss Changes in their Visual Fields9 People Believe that Things that are Close Together Belong Together10 Red and Blue Together are Hard on the Eyes11 Nine Percent of Men and One-Half Percent of Women are Color-Blind12 The Meanings of Colors Vary by CultureHow People Read13 It’s a Myth that Capital Letters are Inherently Hard to Read14 Reading and Comprehending are Two Different Things15 Pattern Recognition Helps People Identify Letters in Different Fonts16 Font Size Matters17 Reading a Computer Screen is Harder than Reading Paper18 People Read Faster with a Longer Line Length, but they Prefer a Shorter Line LengthHow People Remember19 Short-Term Memory is Limited20 People Remember Only Four Items at Once21 People Have to Use Information to Make It Stick22 It’s Easier to Recognize Information than Recall It23 Memory Takes a Lot of Mental Resources24 People Reconstruct Memories Each Time they Remember Them25 It’s a Good Thing that People Forget26 The Most Vivid Memories are WrongHow People Think27 People Process Information Better in Bite-Sized Chunks28 Some Types of Mental Processing are More Challenging than Others29 Minds Wander 30 Percent of the Time30 The More Uncertain People are, the More they Defend their Ideas31 People Create Mental Models32 People Interact with Conceptual Models33 People Process Information Best in Story Form34 People Learn Best from Examples35 People are Driven to Create Categories36 Time is Relative37 There are Four Ways to be Creative38 People can be in a Flow State39 Culture Affects How People ThinkHow People Focus Their Attention40 Attention is Selective41 People Filter Information42 Well-Practiced Skills don’t Require Conscious Attention43 Expectations of Frequency Affect Attention44 Sustained Attention Lasts About Ten Minutes45 People Pay Attention Only to Salient Cues46 People can’t Actually Multitask47 Danger, Food, Sex, Movement, Faces, and Stories Get the Most Attention48 Loud Noises Startle and Get Attention49 For People to Pay Attention to Something, they Must First Perceive ItWhat Motivates People50 People are More Motivated as they Get Closer to a Goal51 Variable Rewards are Powerful52 Dopamine Makes People Addicted to Seeking Information53 Unpredictability Keeps People Searching54 People are More Motivated by Intrinsic Rewards than Extrinsic Rewards55 People are Motivated by Progress, Mastery, and Control56 People’s Ability to Delay Gratification (or Not) Starts Young57 People are Inherently Lazy58 People Will Look for Shortcuts Only if the Shortcuts are Easy59 People Assume it’s You, Not the Situation60 Forming a Habit Takes a Long Time and Requires Small Steps61 People are More Motivated to Compete When there are Fewer Competitors62 People are Motivated by AutonomyPeople are Social Animals63 The “Strong Tie” Group Size Limit is 150 People64 People are Hard-Wired for Imitation and Empathy65 Doing Things Together Bonds People Together66 People Expect Online Interactions to Follow Social Rules67 People Lie to Differing Degrees Depending on the Media68 Speakers’ Brains and Listeners’ Brains Sync Up During Communication69 The Brain Responds Uniquely to People You Know Personally70 Laughter Bonds People Together71 People can Tell When a smile is Real or Fake More Accurately with VideoHow People Feel72 Seven Basic Emotions are Universal73 Emotions are Tied to Muscle Movement and Vice Versa74 Anecdotes Persuade More than Data75 Smells Evoke Emotions and Memories76 People are Programmed to Enjoy Surprises77 People are Happier When They’re Busy78 Pastoral Scenes Make People Happy79 People Use Look and Feel as their First Indicator of Trust80 Listening to Music Releases Dopamine in the Brain81 The More Difficult Something is to Achieve, the More People Like It82 People Overestimate Reactions to Future Events83 People Feel More Positive Before and After an Event than During It84 People Want What is Familiar When They’re Sad or ScaredPeople Make Mistakes85 People Will Always Make Mistakes; There is No Fail-Safe Product86 People Make Errors When they are Under Stress87 Not All Mistakes are Bad88 People Make Predictable Types of Errors89 People Use Different Error StrategiesHow People Decide90 People Make Most Decisions Unconsciously91 The Unconscious Knows First92 People Want More Choices and Information than they can Process93 People Think Choice Equals Control94 People May Care about Time More than They Care about Money95 Mood Influences the Decision-Making Process96 Group Decision Making can be Faulty97 People are Swayed by a Dominant Personality98 When People are Uncertain, They Let Others Decide What to Do99 People Think Others are More Easily Influenced than they are Themselves100 People Value a Product More Highly When it’s Physically in Front of Them1 PEOPLE PREFER CURVED SHAPES2 PEOPLE PREFER SYMMETRY3 SOME PEOPLE HAVE AN EXTRA COLOR CONE4 PERIPHERAL VISION DETERMINES WHERE CENTRAL VISION SHOULD LOOK5 PERIPHERAL VISION SEES DANGER AND PROCESSES EMOTIONS FASTER6 PERIPHERAL VISION IS LIKE A LOW-RESOLUTION IMAGE7 EMOTION VS. GAZE DIRECTION: EMOTION WINS8 DIRECT GAZE CAN BACKFIRE9 PEOPLE DECIDE ABOUT A DESIGN IN A SPLIT SECONDHOW PEOPLE THINK AND REMEMBER10 PEOPLE USE TWO KINDS OF THINKING11 SOME MEMORIES CHANGE EASILY12 REPETITION STRENGTHENS SOME MEMORIES13 MUSIC EVOKES MEMORIES AND MOODSHOW PEOPLE DECIDE14 PEOPLE MAKE DECISIONS WITH SYSTEM 1 (TRUTHINESS) THINKING15 PEOPLE CHOOSE WHAT’S BRIGHTEST16 WHEN FACED WITH A COMPLEX DECISION, PEOPLE FOLLOW THEIR FEELINGS17 THE PUPILS DILATE DURING A DIFFICULT DECISION18 CONFIDENCE TRIGGERS DECISIONS19 THE SURPRISING EFFECTS OF STRESS ON DECISION MAKING20 PEOPLE MAKE DECISIONS AT CERTAIN CALENDAR EVENTS21 PEOPLE MAKE DECISIONS BASED ON SPECIFIC MEMORIES22 BRAIN ACTIVITY PREDICTS DECISIONS BEFORE THEY’RE CONSCIOUSLY MADEHOW PEOPLE READ AND INTERPRET INFORMATION23 IF TEXT IS HARD TO READ, THE MATERIAL IS EASIER TO LEARN24 NOUNS SPUR ACTION MORE THAN VERBS SPUR ACTION25 HOMOPHONES CAN PRIME BEHAVIOR26 PEOPLE READ ONLY 60 PERCENT OF AN ONLINE ARTICLE27 READING ONLINE MAY NOT BE READING28 THE MULTISENSORY EXPERIENCE OF PHYSICAL BOOKS IS IMPORTANT TO READING29 PEOPLE ARE READY TO MOVE ON FROM “OLD” MEDIAHOW PEOPLE ARE INFLUENCED BY STORIES30 THE BRAIN IS MORE ACTIVE WITH STORIES31 DRAMATIC ARC STORIES CHANGE BRAIN CHEMICALS32 STORIES FOCUS ATTENTION33 PEOPLE’S SELF-STORIES AFFECT THEIR BEHAVIOR34 SMALL STEPS CAN CHANGE SELF-STORIES35 A PUBLIC COMMITMENT LEADS TO STRONGER SELF-STORIES36 CHANGE THE STORY AND YOU WILL CHANGE THE BEHAVIORHOW PEOPLE RELATE TO OTHER PEOPLE AND TO TECHNOLOGY37 EMOTIONS ARE CONTAGIOUS38 PEOPLE DON’T LIKE VIDEO ADS39 JOY AND SURPRISE GRAB AND HOLD ATTENTION IN VIDEO ADS40 SURPRISE, BUT NOT SHOCK, ENCOURAGES SHARING41 OXYTOCIN IS THE BONDING CHEMICAL42 WHEN PEOPLE FEEL CONNECTED, THEY WORK HARDER43 DEVICES WITH ALERTS LOWER COGNITIVE PERFORMANCE44 CELL PHONES NEARBY NEGATIVELY AFFECT PERSON-TO-PERSON COMMUNICATION45 PEOPLE TRUST MACHINES THAT HAVE SOME HUMAN-LIKE CHARACTERISTICS46 PEOPLE CAN FEEL EMPATHY FOR MACHINESHOW CREATIVITY INFLUENCES DESIGN47 EVERYONE CAN BE CREATIVE48 CREATIVITY STARTS WITH THE EXECUTIVE ATTENTION NETWORK49 TO BE CREATIVE, ENGAGE THE BRAIN’S DEFAULT NETWORK50 INDUCE AN “AHA” MOMENT51 DAYDREAMING ENCOURAGES CREATIVITY52 SLEEPING ENCOURAGES CREATIVITY53 NOISE AND MUSIC INCREASE CREATIVITY54 PEOPLE ARE MORE CREATIVE WITHIN SOME CONSTRAINTS55 THE RIGHT KIND OF COLLABORATION INCREASES CREATIVITY56 BEING A PERFECTIONIST CAN RUIN CREATIVE WORKHOW PEOPLE’S BODIES AFFECT DESIGN57 PEOPLE THINK AND FEEL WITH THEIR BODIES58 PEOPLE NATURALLY GESTURE59 PEOPLE HAVE PHYSICAL LIMITATIONS OF MOVEMENT60 THUMBS CAN REACH ONLY SO FAR61 DISTANCE FROM THE SCREEN IS CRITICALHOW PEOPLE SHOP AND BUY62 PEOPLE DON’T SEPARATE SHOPPING ONLINE FROM SHOPPING IN A STORE63 PEOPLE SPEND LESS WHEN THEY USE CASH64 PEOPLE COMMIT TO PURCHASES BECAUSE OF COGNITIVE DISSONANCE65 COGNITIVE DISSONANCE MAKES PEOPLE BUY66 PEOPLE ARE AFFECTED BY ARBITRARY NUMBERS67 ONLINE SHOPPING INCREASES ANTICIPATIONHOW GENERATIONS, GEOGRAPHY, AND GENDER INFLUENCE DESIGN68 EVERYONE USES SMARTPHONES FOR NEWS AND IMPORTANT LIFE EVENTS69 GENERATIONAL DIFFERENCES IN SMARTPHONE USE DEPEND ON THE ACTIVITY70 IF THE TASK TAKES LESS THAN 5 MINUTES, PEOPLE WILL USE THEIR SMARTPHONES71 NOT EVERYONE WITH A CELL PHONE HAS A SMARTPHONE72 IN MANY COUNTRIES, WOMEN LACK ONLINE ACCESS73 GAMERS ARE ALL AGES AND ALL GENDERS74 WHAT PEOPLE FIND VISUALLY APPEALING DEPENDS ON AGE, GENDER, AND GEOGRAPHY75 PEOPLE WANT FEWER CHOICES AS THEY GET OLDER76 THE MENTAL MODEL OF “ONLINE” AND “OFFLINE” IS DIFFERENT FOR DIFFERENT GENERATIONS77 OVER HALF OF THE PEOPLE OVER AGE 65 IN THE US USE THE INTERNET78 PEOPLE OVER 40 HAVE PRESBYOPIA79 THE COLOR BLUE FADES WITH AGE80 NEARLY 100 MILLION PEOPLE OVER AGE 65 HAVE HEARING PROBLEMS81 MOTOR SKILLS DON’T DECLINE UNTIL THE MID-60S82 OLDER PEOPLE MAY NOT HAVE ANSWERS TO THOSE SECURITY QUESTIONS83 AS PEOPLE AGE, THEY BECOME LESS CONFIDENT ABOUT THEIR OWN MEMORIES84 GENERATION Z WILL ACCOUNT FOR 40 PERCENT OF ALL CONSUMERS IN 202085 MORE THAN ONE-THIRD OF ONE-YEAR-OLDS CAN USE A TOUCH SCREEN86 WHEN TODDLERS LAUGH, THEY LEARN MOREHOW PEOPLE INTERACT WITH INTERFACES AND DEVICES87 PEOPLE WANT TO SKIM AND SCAN VIDEOS88 PEOPLE INTERACT WITH CAROUSELS89 PEOPLE SCROLL90 PEOPLE CAN’T EVEN TALK TO THE CAR WHILE DRIVING91 PEOPLE DON’T ALWAYS ENGAGE MORE WHEN YOU’VE USED “GAMIFICATION”92 GAMES CAN IMPROVE PERCEPTUAL LEARNING93 PEOPLE NEED FEWER CHOICES94 PEOPLE WANT DEVICES TO MONITOR THEIR HEALTH95 PEOPLE WILL INCREASINGLY HAVE DEVICES IMPLANTED TO MONITOR AND INTERVENE IN THEIR HEALTH96 PEOPLE CAN CONTROL TECHNOLOGY WITH THEIR BRAINS97 PEOPLE WILL ADAPT TO MULTI-MODAL INTERFACES98 PEOPLE WILL EMBRACE MIXED REALITY99 OVER 645 MILLION PEOPLE HAVE VISUAL OR AUDITORY IMPAIRMENTS100 PEOPLE PROCESS SENSORY DATA UNCONSCIOUSLY1 People process information better in bite-sized chunks2 People need context3 People filter information4 The more uncertain people are, the more they defend their ideas5 People have mental models6 People process information best in story form7 People learn best from examples8 Short-term memory is limited9 People remember only four items at once10 People have to use information to make it stick11 It’s easier to recognize information than recall it12 Memory takes a lot of mental resources13 People reconstruct memories each time they remember them14 Forgetting is programmed in15 People are driven to create categories16 Time is relative17 There are four ways to be creative18 People can be in a flow state19 Culture affects how people think20 People learn best in 20-minute chunks21 People have different learning styles22 People learn from making mistakesHow to Grab and Hold People’s Attention23 Sustained Attention Lasts About 10 Minutes24 The Unconscious Directs Attention25 Expectations of Frequency Affect Attention26 People Can’t Actually Multitask27 The Mind Wanders 30 Percent of the TimeHow to Motivate People to Take Action28 People are more motivated as they get closer to a goal29 Variable rewards are powerful30 People’s behavior can be shaped31 Dopamine makes people addicted to seeking information32 People respond to cues in the environment33 People are more motivated by intrinsic rewards than by extrinsic rewards34 People are motivated by progress, mastery, and control35 People’s ability to delay gratification (or not) starts young36 People are inherently lazy37 Forming a habit takes a long time and requires small steps38 People are more motivated to compete when there are fewer competitors39 People are motivated by autonomyHow people listen and see40 Multiple Sensory Channels Compete41 People Have to Hear Before They Can Listen42 Vision Trumps All the Senses43 People Read in a Certain Direction44 It’s a myth that uppercase letters are inherently hard to read45 Titles and Headlines Provide Critical Context46 Hard to Read = Hard to Do47 Font Size Matters48 Peripheral Vision Is Used More Than Central Vision to Get the Gist of What Is Going On49 There’s a Special Part of the Brain Just for Recognizing Faces50 Red and Blue Together Are Hard on the Eyes51 Nine Percent of Men and 0.5 Percent of Women Are Color Blind52 The Meanings of Colors Vary by Group and CultureHow People React To The Environment53 The more filled a room is, the more energy people have54 Dark rooms put people to sleep55 If you are out of sight, you might be out of mind56 People are affected by the arrangement of furniture57 It’s easy for people to lose interest online58 People get tired and hungry59 People are affected by temperature60 When people are uncomfortable, they can’t pay attention61 People expect connectivityHow People React Emotionally62 People respond more to anecdotes than to data63 Stories engage people emotionally64 People are programmed to enjoy surprises65 People feel safe when things are predictable66 People need to feel safe in order to participate67 People are happier when they’re busy68 People react to beauty69 Listening to music releases dopamine in the brain70 People want what is familiar when they’re sad or scared71 The more scarce something is, the more valuable people will feel it isHow People React to You72 People obey authority figures73 People “read” other people in an instant and unconsciously74 Be Honest and Authentic75 People assign meaning to your body positions and movement76 People assign meaning to your hand gestures77 People assign meaning to your tone of voice78 People assign meaning to your face and eye movements79 People imitate your emotions and feel your feelings80 Clothes do make you81 People Listen to and are Persuaded by Those Similar To/Attractive to them82 Speakers’ brains and listeners’ brains sync up during communication83 The brain responds uniquely to people you know personally84 People want you to control the roomHow People Decide To Take Action85 People make most decisions unconsciously86 Fear of loss trumps anticipation of gain87 People want more choices and information than they can actually process88 People think choice equals control89 People might care about time more than they care about money90 Mood influences the decision-making process91 Group decision-making can be faulty92 People are swayed by a dominant personality93 When people are uncertain, they look to others to decide what to do94 People think others are more easily influenced than they themselves are95 People value a product more highly when it’s physically in front of them96 People want to keep a consistent persona97 Small steps can change personas98 Writing by Hand can Increase Commitment99 People will act in order to relieve a sense of obligation100 When people say no the first time, they often say yes the next time