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100 Things Every Designer Needs to Know About People (Voices That Matter) 1st Edition
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More About the Author
Susan started college at Virgina Tech and finished her undergraduate degree in Psychology at Northeastern. She then earned a Masters and Ph.D. at Pennsylvania State University.
Susan is the CEO of The Team W, Inc., and an Adjunct Professor at the University of Wisconsin. She lives in Wisconsin in the USA. When not teaching, speaking, writing, or blogging, Susan reads books, watches movies, and sings in a jazz band.
Top Customer Reviews
The structure is terrifically usable: one hundred "chapters" that are often only 1 or 2 pages long. In a book like this, the references are as valuable as the author's own writing. I can look up the sources and make up my own mind if I have any questions. But most of the time, I appreciate the author's explanations of the book's segments:
* How people see
* How people read
* How people remember
* How people think
* How people focus their attention
* What motivates people
* People are social animals
* How people feel
* People make mistakes
* How people decide.
Amidst all the success of the book is some occasional lack of proofreading on the editor's part. This is not the author's fault, but I do think the editor was not up to the task. But that does not inhibit the usefulness of the book. It is dense, yet concise. A really good reference to keep on the shelf at one's desk, no matter what research and design projects one works on.
It's simply and clearly written. You can choose whether to read it straight through, focus on just one of the 10 sections, or simply pick out a single item of the 100. Each one is:
- described with an example,
- supported by appropriate research, and
- finishes with one or more 'Takeaways' that you can use immediately.
This book is easy to pick up and put down as each of the 100 things take up only two or three pages with easy to scan charts, illustrations and pull boxes.
Some of the facts are things many people already know, but some of them provide additional information to accompany common held rules. One example of this is thing number four which discusses how and why the brain recognizes faces. Using this information, graphic designers can make educated decisions on when and how to include human photography in design work in place of object or nature photography based on the reaction they hope to create.
User Interface designers should pay close attention to the following sections: How People See, How People Read and How People Focus Their Attention and How People Decide. The author looks at how people relate to information based on where it is placed on the page, the errors in relying on eye tracking studies, how font choices impact how people read, what draws people's attention, how long people really focus on different types of information, and what you can do to influence the decisions your viewers take.
Marketers of all types should pay close attention to things 33 and 34 which talk about how people process information when presented in a story format and how people learn from examples.Read more ›
Instead what you'll find here is focused information on how our brains work and how we can take advantage of these inner workings as we design. This is an easy to read book, it's not full of science and jargon. I've enjoyed every piece of learning and can see how it applies in my work and also in other aspects of my life - writing, drawing and presenting.
I recommend this book to anyone who needs insight into creating better designs and presentations.
Case in point: "People lie to differing degrees depending on the media"
It provides an important message, medium does matter when looking for honesty, however its six paragraphs are not convincing, and the "takeaways" ignore the complexities and context surrounding situations that reach the results, leading to poor application by the readers.
1. People lie most on the phone, and least when pen and paper.
2. People are more negative toward others via e-mail than with pen and paper.
5. Getting customer or audience feedback is most accurate when done in person, one-on-one.
All of these need context and are not universal truths.
The majority of the takeaways at the end of each section are obscure and provide no value to a designer. There are a few valuable nuggets, but some chapters are maddeningly useless.
There are very few real-life examples in the book about how principles are (mis)applied.
Junior designers would benefit from a book with more application. Experienced designers will likely gain nothing more than a few curious facts, and little practical benefit.
Most Recent Customer Reviews
Great quality of design/print and very interesting content.Published 3 months ago by Evgeniya Trofimova
I like this book and the way Susan approach to the reader. Every single thing (in 100 things) is described in an easy and clear way. And it really helps my design process a lot. Read morePublished 4 months ago by Minh-Tri Nguyen Le
This books explains things about human behavior applicable to not just designers but anyone! Top notch information in this awesome book!Published 5 months ago by Knowledge Seeker
I'll be using this information not only for designs I create as an artist, but also for class materials and to provoke positive motivation in my classroom.Published 6 months ago by Starflower