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Susan M. Weinschenk

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100 Things Every Designer Needs to Know About People First Edition

by Ph.D. Weinschenk, Susan (Author)

4.5 859 ratings

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100 Things Every Designer Needs to Know About People (Voices That Matter)
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We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you’ll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.

Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as:

What grabs and holds attention on a page or screen?

What makes memories stick?

What is more important, peripheral or central vision?

How can you predict the types of errors that people will make?

What is the limit to someone’s social circle?

How do you motivate people to continue on to (the next step?

What line length for text is best?

Are some fonts better than others?

These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

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

Product details

Publisher ‏ : ‎ New Riders Pub; First Edition (January 1, 2011)
Language ‏ : ‎ English
Paperback ‏ : ‎ 242 pages
ISBN-10 ‏ : ‎ 0321767535
ISBN-13 ‏ : ‎ 978-0321767530
Item Weight ‏ : ‎ 1.05 pounds
Dimensions ‏ : ‎ 7.25 x 0.3 x 9.25 inches

Best Sellers Rank: #100,556 in Books (See Top 100 in Books)
- #7 in Desktop Publishing
- #109 in Medical Applied Psychology
- #135 in Popular Applied Psychology

Customer Reviews:
4.5 859 ratings

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Susan M. Weinschenk

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Susan has a Ph.D.in Psychology and over 30 years of experience as a behavioral scientist. She speaks, consults, teaches, and writes about applying behavioral science to design, technology, and business.

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 and Chief Behavioral Scientist at 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.

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Customers say

Customers find the book easy to understand and process. They appreciate the well-researched information and principles presented in it. The design tips are useful for improving UX design and user-centered challenges. Readers describe the book as interesting and enlightening, providing terrific insights into the minds of people. However, opinions differ on the content - some find it basic and engaging, while others feel it lacks depth and interest.

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Readability Information quality Design tips Interest Content

90 customers mention "Readability"90 positive0 negative

Customers find the book readable and easy to understand. They say it's an interesting read with short, one-page topics that are easy to process. The writing is straightforward and concise, making it a good introduction for design professionals and other readers. Many mention it's an enjoyable self-help book that gets their brains exploring.

"...the way the information is laid out in chunks, just enough for you to understand and process, regardless how technical she gets...." Read more

"...In other words, I see this book as primarily a handbook or reference book - and a very good one at that." Read more

"...do not translate well for Kindle readers, but their content can be discerned with effort. It shows better on Kindle for Windows." Read more

"Great book, really helpful information for anyone that does design or marketing. Easy to read as well." Read more

81 customers mention "Information quality"77 positive4 negative

Customers find the book's information useful and well-researched. They appreciate the principles it presents and the scientific facts it contains. The book provides a good introduction to design and psychology, with helpful takeaways.

"...I love the way the information is laid out in chunks, just enough for you to understand and process, regardless how technical she gets...." Read more

"This book summarizes and applies the findings of a wide array of psychological research to various fields of design, especially design of websites,..." Read more

"...Every Designer Needs to Know about People is a good introdoctory book to design and psychology...." Read more

"...It is a great "stepping off point" with fully-cited research for those who want to explore further...." Read more

40 customers mention "Design tips"32 positive8 negative

Customers find the book provides useful design tips for improving UX. They say it's a great book for anyone designing, providing insightful and practical advice for everyday tasks like websites, publications, and user-centered design challenges. The book gives a clear perspective on how design impacts and affects us in many ways. Readers appreciate the clear guidelines and how it offers print and web designers as well as writers insider knowledge.

"...don't miss it or simply to drive the point home, it's very helpful, clever and, I'm sure, deliberate...." Read more

"...writing is clear and interesting and provides many, many things to think about as a designer, especially for websites...." Read more

"This is a must read book for designers of any kind. Some of the "studies" and research backing the claims are questionable though...." Read more

"...and research about what makes people click, but also applies it to everyday design tasks — websites, publications, marketing, any form of..." Read more

33 customers mention "Interest"33 positive0 negative

Customers find the book engaging and enlightening. They say it's easy to read and gets their brain exploring different possibilities. The chapter on meaning is particularly interesting, and the book gets to the point without filler.

"...It is interesting and well-presented, making it a very engaging read...." Read more

"...The writing is clear and interesting and provides many, many things to think about as a designer, especially for websites...." Read more

"...But although these were all very interesting things to know, they didn't all clear the "a web designer needs to know" hurdle...." Read more

"...Nevertheless, this made for a quick and delightful read of psychology from a designer's perspective and, for all my reservations, gladly recommend..." Read more

19 customers mention "Content"7 positive12 negative

Customers have mixed opinions about the book's content. Some find it easy to read, without technical jargon. It covers a wide range of topics in a concise way. However, others feel the content is rudimentary and lacks depth. The graphics are poor and tiring, making it difficult to get the point across.

"...On that other hand, I found the work to be a rather banal treatment of a very broad field, psychology, that often moved so far into the periphery of..." Read more

"...That said, it's really great how she does go into that level of detail as far as how the brain works and what we are doing and can do with..." Read more

"...There is not very much information in the book and every page is very design centric vs being content centric...." Read more

"...It has many academic approaches to it and some of the information contained may prove irrelevant...." Read more

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angela
Informative, Easy Read, Perfect!
Reviewed in the United States on August 1, 2012
Verified Purchase
I'm only half way through the book, but I felt inclined to give some positive comments. I love the way the information is laid out in chunks, just enough for you to understand and process, regardless how technical she gets. That said, it's really great how she does go into that level of detail as far as how the brain works and what we are doing and can do with information. At the end of each segment, there is a very brief section called "Takeaways" that sums up what you just read, and I've found in a few cases, this includes things that one may or may not have gathered by reading between the lines, if you will. Whether it's to ensure that you don't miss it or simply to drive the point home, it's very helpful, clever and, I'm sure, deliberate. As a designer, it's so important that you understand your target audience, or even how humans think in general... this is a MUST BUY!

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3 people found this helpful

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Camber
Packed with useful content which is presented well
Reviewed in the United States on November 1, 2014
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This book summarizes and applies the findings of a wide array of psychological research to various fields of design, especially design of websites, computer interfaces, etc. The book is easy to read, and the format of "100 things" works well. The author even applies the lessons from the book to the design of the book itself, with effective use of colors, fonts, summaries, etc.

But the reader should be aware that this isn't a breezy read where you pick up a few good ideas and move on. Instead, because the book is packed with content, some of which is counterintuitive, I see as this as the kind of book you keep referring back to while in the process of doing design tasks, trying to apply whatever appears applicable. In other words, I see this book as primarily a handbook or reference book - and a very good one at that.

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2 people found this helpful

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Will
Good primer on a number of topics, but a bit oversimplified and with too much self promotion.
Reviewed in the United States on March 23, 2020
Verified Purchase
100 Things Every Designer Needs to Know about People is a good introdoctory book to design and psychology. It covers a range of well known ideas in psychology as they relate to design.

That said, I did not like the self promotion in the book. The author promotes her other books fairly regularly, especially toward the end of this one, which is a major turn-off to this reader; which is ironic given the subject matter of this very book.

I also wish that the author did a better job of noting that many (if not all) of the psychological concepts she is discussing are extremely nuanced. The information presented in the book comes off as "fact," which shouldn't be the case. Citing a few studies (usually one or two per topic) isn't enough to cover the details of any of these topics. A dissertation on each of these 100 tips is obviously not necessary (or wanted), but, a short disclaimer that the information is complex and these rules are not "facts" would be a bit more honest.

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8 people found this helpful

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Kindle Customer
Excellent Overview of Designing for the User Experience
Reviewed in the United States on June 8, 2015
Verified Purchase
This book is an excellent overview of the human psyche's interaction with design and marketing. It is interesting and well-presented, making it a very engaging read. It also helps you realize the complex and enormous potential (and actuality) of designing for humans. It is a great "stepping off point" with fully-cited research for those who want to explore further. Agree that the insets do not translate well for Kindle readers, but their content can be discerned with effort. It shows better on Kindle for Windows.

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Kayla Marthaler
Very Helpful Tips and Information
Reviewed in the United States on November 12, 2021
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Great book, really helpful information for anyone that does design or marketing. Easy to read as well.

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Dave
Research Based
Reviewed in the United States on June 15, 2014
Verified Purchase
I liked this book for two reasons, 1. Dr. Weinschenk lists the research she consulted for each of the 100 things she lists (arranged in a group of 10 topics,) and 2. Dr. Weinschenk took her own advice when writing this book in terms of user experience. Although not designed to be in-depth views of each subject, she coherently and concisely explains each topic, illustrates its applications, which then gives you enough information to decide if the topic presented is something you need to investigate further, and if so, where to start looking. You could say this book is a curated overview of the 10 most important topics in User Experience Design. About half this information I've seen before, but if you're the type of person who enjoys hearing a different voice now and again, then this book belongs in your collection. Buy a dozen and send them out to your group with a memo asking "Okay, which of these are we NOT doing, or not doing well?" See what happens.

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bendybot
Great book, HORRIBLE formatting.
Reviewed in the United States on March 13, 2014
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I have very much enjoyed the information in this book. The writing is clear and interesting and provides many, many things to think about as a designer, especially for websites.

But I wish that I hadn't gotten it on Kindle. The formatting is awful and for a book that talks about how to display things correctly, it sucks. Almost every chapter I get confused because the author says "see below" or something like that, and then it isn't displayed the way it would be on a physical page.

Buy the paper version.

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J. Baucom
Fascinating, but we really don't need to know it
Reviewed in the United States on November 27, 2012
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If the title of this book were something like "100 things every person needs to know about human psychology" I would instantly give it 5 stars. In fact, there were some points in there that had me going: "wow, now I understand why I/people do that". But although these were all very interesting things to know, they didn't all clear the "a web designer needs to know" hurdle. Instead, the "why we need to know" explanations at the end of each point were not always that relevant or extremely practical. So if you are looking for your first web usability guide, I would go for Krug's "Don't Make Me Think". But if you have already read that and are looking for other material, then you should not be disappointed by reading this book.

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Emer Carr
Must have for every designer
Reviewed in the United Kingdom on February 25, 2023
Verified Purchase
I'm passionate about UX and what I love about this book is that it gives me lots of examples as to why it's important to do it this way.

People love to clutter digital stuff and forget about the usability. If you want people to use your website, app, any digital platform then you need to read this.

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Elena V.
Libro útil sobre cómo la gente procesa la información que recibe
Reviewed in Mexico on September 29, 2020
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La estructura está dividida en términos de como la gente procesa la información que recibe.

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Aaradhya
Bible for designers
Reviewed in India on August 3, 2021
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A must read. This book was so good that I am planning to read the other books written by the author as well.

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Marie La Pacifique
The best book I've read this year (about design)
Reviewed in Canada on June 8, 2020
Verified Purchase
Love this book so much!
I had my mind blown many time during my reading.
What you learn in this book about the human mind is really fascinating and goes beyond just design. I recommended it even to people who don't do design, but are just curious about the human mind (I gave it to my spouse and he loved it too.)
It's easy to read, just a little chapter when you have time ; the author applied what she says about design in the design of her own book.
I can't wait to read her second book!

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Olivier Dedieu
Pour connaitre les comportements de vos utilisateurs
Reviewed in France on October 14, 2014
Verified Purchase
Un excellent ouvrage pragmatique, synthétique et abordable pour découvrir et comprendre les comportements psychologiques des utilisateurs face une interface homme/machine.

Un bon complément à "Don't Make Me Think" de Steve Krug.

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