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Don't Make me Think - There's no Need
The document presents an exploration of cognitive psychology principles relevant to design and decision-making, emphasizing the limitations of cognitive resources and the unconscious factors influencing our perceptions and choices. It discusses concepts like anchoring, heuristics, the placebo effect, and the impact of emotions on decision-making, supported by various studies and references. Additionally, it provides insights into visual perception, attention, and memory, highlighting how these elements affect user experience and behavior.
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Don't Make me Think - There's no Need
- 1. Don’t Make meThink There’s no need Better Software 2013 – Florence, Italy
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- 5. The Jam Experiment Source:Neuro Web Design, Dr. S.M. Weinschenk, Ph.D. 5
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- 18. Retinal Receptors Edge ofthe Visual Field: we can barely notice an item the size of an apple at arm’s length Parafovea: over 50% of our processing power, in less than 5% of the visual world Source: Visual Thinking for Design – Colin Ware 18
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- 20. Might not benoticed 20
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- 22. State change cue Noticeablemessage 22
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- 26. Makes sense… Source: Don’tMake me Think – S. Krug 26
- 27. Visual Hierarchy Source: Designingwith the mind in mind – J. Johnson 27
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- 32. Placebo effect Perceptions are influencedby expectations 32
- 33. Problems bother us Batand Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 33
- 34. Heuristics Applied Bat andBall cost $1.10 Bat costs $1.00 more than ball. How much is ball? 34 $0.10
- 35. Wrong Answer! Bat andBall cost $1.10 Bat costs $1.00 more than ball. How much is ball? 35 $0.10
- 36. Take a sheetof paper Fold it 100 times How thick the result? 36
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- 40. Anchoring Compared to camera, batteryseems cheap
- 41. Expensive Option asan Anchor Other options all seem cheap 41
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- 45. Simplified Brain Model NewBrain Conscious Activities Mid Brain Emotions Old Brain Survival 45
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- 57. Endowment Worth to us morethan this 57
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- 59. Framing Better to offerdiscount on deposit, than surcharge on Paypal 59
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- 62. RECOGNIZED THEM? How longto find it out?
- 64. RECOGNIZED THEM? How longto find it out?
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- 74. Effects IQ 97 Unable tomake decisions! 74
- 75. UNCONSCIOUS IS A CRUCIALPART OF THE DECISION MAKING PROCESS
- 76. Thank you foryour attention Stefano Maraspin @maraspin
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