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100 Things Every Designer Needs to Know About People (Voices That Matter) Paperback – April 24, 2011

ISBN-13: 860-1401301257 ISBN-10: 0321767535 Edition: 1st

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100 Things Every Designer Needs to Know About People (Voices That Matter) + Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition) (Voices That Matter) + The Design of Everyday Things: Revised and Expanded Edition
Price for all three: $60.04

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Product Details

  • Series: Voices That Matter
  • Paperback: 256 pages
  • Publisher: New Riders; 1 edition (April 24, 2011)
  • Language: English
  • ISBN-10: 0321767535
  • ISBN-13: 978-0321767530
  • Product Dimensions: 9 x 7 x 0.4 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (101 customer reviews)
  • Amazon Best Sellers Rank: #8,494 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Susan Weinschenk has a Ph.D. in Psychology, and over 30 years of experience as a behavioral scientist, applying psychology to the design of communication and online interactions. She is a consultant to Fortune 1000 companies, start-ups, educational institutions, non-profits, and US government agencies. Susan is the founder of the Weinschenk Institute, LLC. She is a speaker and teacher, and has written several books, including How To Get People To Do Stuff, 100 Things Every Presenter Needs To Know About People, 100 Things Every Designer Needs to Know About People, and Neuro Web Design: What makes them click? Susan writes two popular blogs: the Brain Wise blog at Psychology Today, and her own blog at her website: theteamw.com/blog.

More About the Author

Susan has a Ph.D.in Psychology and over 30 years of experience as a behavioral psychologist. She speaks, consults, teaches, and writes books about applying psychology to the workplace.

While working on her Ph.D., Dr. Weinschenk conducted research on the left and right half of the brain. She was a college psychology professor at State University of New York (Oswego) and then began consulting. Early in her career she focused on applying cognitive psychology (how people think, remember, perceive), to make technology more usable. Recently she's gone back to her neuropsychology roots, studying the newest brain science and research on unconscious mental processing -- decision-making, persuasion, and emotion.

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 founded and runs the Weinschenk Institute, LLC in Wisconsin (USA), where she lives with her husband. Her two children are grown and "launched". When not teaching, speaking, writing, or blogging, Susan performs in community theatre, sings jazz, reads books, and watches movies.

Customer Reviews

A very easy to read, useful and a good reference book.
MSP
I'm always curious about how the brain works from a product designer perspective and I think this book provides valuable insights into it.
Vincent
If you want to know how people think, feel and make decide, read this book.
A.Z.

Most Helpful Customer Reviews

57 of 59 people found the following review helpful By Tim on July 5, 2011
Format: Paperback
I have been waiting for a book like this for so many years now. I think with every profession there are certain ideas that are taken for granted and, over the decades, become "fact" for practitioners. But just because research showed something 40 years ago doesn't mean that study was well done, or correct, in the first place. The strength of this book is that the author cites more recent research about principles you either thought you knew, and were wrong, or that you thought you knew, and are still right. I feel a certain sense of liberation reading a book like this, because if you cannot challenge your closely held beliefs, what kind of professional are you?

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.
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59 of 62 people found the following review helpful By C. Jarrett on May 25, 2011
Format: Paperback
This appealing short book brings together little nuggets of psychology, which the author makes immediately relevant to design decisions.

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:
- self-contained,
- described with an example,
- supported by appropriate research, and
- finishes with one or more 'Takeaways' that you can use immediately.
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20 of 21 people found the following review helpful By Joe I on December 30, 2011
Format: Paperback
The book, 100 Things Every Designer Needs to Know About People by Susan Weinschenk, is an interesting collection of facts and thoughts about how people perceive communications and the world around them. While applicable to graphic designers, much of the information in the book would be useful to anyone involved in communicating with people in any medium.

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.
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9 of 9 people found the following review helpful By Bernard Farrell VINE VOICE on August 29, 2012
Format: Paperback
Don't go into this book expecting pictures of design patters that work and how different designs work in each situation. That's NOT what this book is all about.

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.
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20 of 25 people found the following review helpful By tcarrier on October 31, 2012
Format: Kindle Edition Verified Purchase
first - for a black and white kindle format, this kind of material just does not work. the layout does not allow for information and relevant graphics to fit in the same view, color is a necessity in design, and the type/layout of the book should not be customized to my preference when we are talking about design from a design source.

second - the content was rudimentary. if you are a designer, you already know this stuff. i was hoping the content would be a bit more about advanced thinking or considerations that are not widely used or adapted. new ideas about design that should be or will become basic design thinking. i am already aware of color blindness and peripheral vision, text size, etc.

if you want a basic review because you need to talk about it or if you want to remind yourself like a self-help book, then read it. but get it in paper format and not digital -- does not work well.
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