- Title Page
- Copyright Page
- Acknowledgements
- Dedication
- About the Author
- Contents
- The Designer As Behavioral Scientist
- How People See
- 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
- 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
- How People Shop and Buy
- 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 1-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
- References
- Index
Dedication
This book is dedicated to my friends and family, who were patient with me and helped me with lots of other tasks so I could concentrate on the writing of this book.
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