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10 Things Every Designer Should Know About People Susan by Mind Map: 10 Things Every Designer
Should Know About People
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10 Things Every Designer Should Know About People Susan

Dunbars Number

What is the normal size of a social community?

~148 is the normal community size for strong ties

Clean font: 8 minutes to do task

by Susan Weinschenk

Reads research papers for Fun

Wrote a couple books

Presented at each IUE (7 years)


President of the User Experience Institute

Debuts new ideas/topics at #iue2011

10. People only pay attention to what they really need to pay attention to

Which is the real penny?

How many times have we seen a penny?

We are unsure which is the real penny


40 million sensory inputs every moment

9. Speakers and Listeners brains sync up

The pattern of what's active in your brain is a second or two behind the speaker

Adam Ostrow: After your final status update

Syncing doesn't require vision

What does this have to do with web design?

Video seems very important

When reading your brain is not syncing

Syncing means communication is deeper

Video/Audio is more compelling than text

Messages are remembered longer

Video testimonials

Great for advertising

Could be great for feedback to execs

8. There are weak ties and string ties between people

Strong Ties

I can name these people

I know their relationship to me

I know their relationship to each other

I am in physical proximity

Social media? Can there be strong ties?

Weak Ties

Weak sounds bad, but it's not.

Can have communities larger than 150

it's a different kind of relationship

The things you do to build community will be different if you are building a weak or strong tie community

Google+ allows you to create strong or weak tie relationships

Does the technology people use change this?



Online games

7. The Fusiform Facial Area Makes Us Pay Attention to Faces

The FFA is part of the brain

only function is facial recognition

This is a huge part of our brain

Websites with faces are noticed

Eye direction of photo is where your eyes will go

What about things that look like faces?

6. Your brain reacts different depending on the people you know

It's about the relationship

Celebrity endorsements are different than personal endorsements

5. People use peripheral vision more than central to understand a scene

Larson, Adam, and Loschky Journal of Vision, 9 10:6

People can't answer direct questions about peripherial items

But they do take it in if you ask a general question

It is subconsciously assimilated

This may be a weakness in eye tracking

It only follows central vision

Just because someone *sees* something it doesn't mean they notice it

4. Hard to read fonts == Hard Task

Song H & Schwarz Processing Fluency Affects Effort Prediction and Motivation

Same task, different fonts.

Hard to read font: 15 minutes to do task



Clean font: 8 minutes to do task

Small fonts suck

3. People can only remember 3~4 items

7 +- 2 is urban legend

It was an idea and opinion not backed by research

Baddeley Psychological Review, 101 353-356

Don't have huge lists!

2. People reconstruct memories each time they remember them

Loftus, Elizabeth & Palmer J Journal of Verbal Learning, Issue 13 pages 585-589

When they changed the wording answers change

Memories we have are not real.

They play like real videos

but every time you remember something it changes slightly

On 9/12/2001

write down everytihing you remember

6 months later asked to recall

read what they had written

70% of the peoples stories didn't match

When people analyze something it makes them like it less

1. People expect technology to follow human to human rules

Make sense!

don't use gibberish

if you wouldn't say it, don't use it for messaging

Don't talk down

who is paying attention to content?

be flexible

Don't limit content because your code sucks.

Intellectuals Solve Problems, but geniuses prevent them - Einstein