100 Things Every Designer Needs to Know About People

By reading this koob, you will discover how discoveries in neuroscience will best help you create intuitive interface designs.

You’ll also learn that:

- looking and reading require a lot of brainpower, so simplicity must be your designs’ main objective;

- attention and memory waver constantly and therefore must be considered when arranging and displaying your content;

- the decision process involves multiple unconscious factors, which could hinder the decisions your potential customers make;

- your real-world experience determines your digital purview;

- human beings enjoy simplicity, ease, and surprise.

Most people in our day and age use digital interfaces daily. Yet being able to make an intuitive and easy interface ironically requires many hours of work and thought. For an interface to work well—in other words, for it to be easy to use and responsive—one must have a deep understanding of the human mind. The latest discoveries in neuroscience (the grouping of all sciences that study brain functioning) are very informative and useful. How people perceive, feel, and respond to the world around them will lead you to reconsider the way in which you design your interfaces. So whether you're designing a website, app, or software, the advice that follows will be extremely useful!