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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.

• Sales Rank: #28213 in Books
• Published on: 2011-04-24
• Original language: English
• Number of items: 1
• Dimensions: 8.90" h x .60" w x 7.00" l, 1.06 pounds
• Binding: Paperback
• 256 pages

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.

Most helpful customer reviews

86 of 89 people found the following review helpful.
Concise yet densely packed with UX goodness
By Tim
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.

72 of 76 people found the following review helpful.
Immediately useful tips
By C. Jarrett
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.

30 of 32 people found the following review helpful.
Lots of scientific facts
By Joe I
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. These examples can be applied to a number of different formats such as crafting compelling stories to convince a customer they will benefit from your product or providing step by step relevant examples when designing training documents.

The section, What Motivates People, should be required reading for those designing materials with the goal of having people take action. This section compares how people make choices and why people search for information.

This is a great book to read while near your computer, as many sections refer to websites and YouTube videos containing additional information.

Overall this book didn't include any earth shattering information, but rather gives scientific facts and information to back up some of the commonly taught design principles and practices. This book could be helpful to anyone at any stage in their design or communications career. New students will benefit for having some of the data to back up some of what professors teach and experienced designers will re-learn some of the basics and keep them fresh in their mind while working on projects.

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[Q562.Ebook] Download PDF Grammar and Beyond Level 2 Student's Book, by Randi Reppen, Deborah Gordon

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Based on extensive research, Grammar and Beyond ensures that students study accurate information about grammar and apply it in their own speech and writing. Student's Book, Level 2 is the main component of Grammar and Beyond. In each unit, students study the grammar in a realistic text and through charts and notes informed by a billion-word corpus of authentic language. The exercises provide practice in reading, writing, listening, and speaking, making this a complete course. Students learn to avoid common mistakes, based on an extensive corpus of learner language. Each unit concludes with a Grammar for Writing section, in which students apply the grammar in an extended writing task.

• Sales Rank: #112617 in Books
• Brand: Brand: Cambridge University Press
• Published on: 2011-12-19
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x .71" w x 7.99" l, 2.45 pounds
• Binding: Paperback
• 442 pages

Features

• Used Book in Good Condition
• doesn't come with online access code.

About the Author
Randi Reppen is Professor of Applied Linguistics in the English Department at Northern Arizona University.

DEBORAH GORDON, M.D., completed her medical training, including her family practice residency, at the University of California at San Francisco. She is the founding partner of Complementary Medicine Associates, a complementary practice in Ashland, Oregon. While emphasizing classical homeopathy, her practice also incorporates therapies drawn from conventional medicine, herbal medicine, nutritional therapies, and mind-body medicine. She regularly lectures across the country.
DEBORAH MITCHELL is a medical writer and journalist specializing in complementary medicine and nutrition topics. She has authored or coauthored ten books about various health topics.

Most helpful customer reviews

4 of 4 people found the following review helpful.
Pretty good, but not perfect
By Laoshi
I like this grammar book, but I don't love it. I don't think it is the best on the market.

1. Each chapter opens with a text showing the grammar in context (interesting and up-to-date texts). The grammar that is targeted is in bold, which makes it easy to notice (the series, Grammar Sense, doesn't have this). Then the text is followed by some comprehension questions followed by a noticing the grammar task (the series, Focus on Grammar, doesn't do this). This is the best part of the book. Then the text is followed by a grammar presentation, which is ok, but is not as good as Focus on Grammar's. It doesn't have timelines, which would help in understanding some things like past progressive. Some of the presentations like the one for generalizations for articles are really clear. Then the book is followed by fill-in-the blank exercises. There is the right amount of these exercises for an intensive program. Unfortunately, there are few or no exercises that require students to use the language in sentences or in short meaningful writing or speaking tasks. This is the negative part of the text. There is a writing task at the end, but the task is took complex and time consuming to do in class. Anyways, it is not a bad book. It's not perfect, but I have yet to find one that is. It is better than overrated Better Azar's book because it actually includes the grammar in context and let's the student see how the grammar can be used.

1 of 1 people found the following review helpful.
Good Shopping.. Good Book
By Daniel dos Santos Abreu
That is a really good book. I had a great experience in shopping that book..
I bought because I have English Class. I am Brazilian and I want to start my major at US.
I recommend that product because it is really simple.

0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
All good!!

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• Sales Rank: #7752874 in Books
• Published on: 2017-03-05
• Original language: English
• Dimensions: 11.00" h x .10" w x 8.50" l,
• Binding: Paperback
• 40 pages

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• Sales Rank: #2589230 in Books
• Model: 24146746
• Published on: 2012-01-01
• Original language: English
• Number of items: 1
• Dimensions: 6.90" h x .10" w x 7.20" l, .10 pounds
• Binding: Paperback
• 24 pages

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Pneumatic, hydraulic and allied instrumentation schemes have given way to electronic schemes in recent years thanks to the rapid strides in electronics and allied areas. Principles, design and applications of such state-of-the-art instrumentation schemes form the subject matter of this book. Through representative examples, the basic building blocks of instrumentation schemes are identified and each of these building blocks discussed in terms of its design and interface characteristics. The common generic schemes synthesized with such building blocks are dealt with subsequently. This forms the scope of Part I. The focus in Part II is on application. Displacement and allied instrumentation, force and allied instrumentation and process instrumentation in terms of temperature, flow, pressure level and other common process variables are dealt with separately and exhaustively. Despite the diversity in the sensor principles and characteristics and the variety in the applications and their environments, it is possible judiciously to carve out broad areas of application for each type of sensor and the instrumentation built around it. The last chapter categorises instrumentation schemes according to their different levels of complexity. Specific practical examples - especially at involved complexity levels - are discussed in detail.

• Sales Rank: #4138693 in eBooks
• Published on: 1999-12-13
• Released on: 2000-05-15
• Format: Kindle eBook

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[D215.Ebook] PDF Download Service Design: From Insight to Implementation

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[M715.Ebook] Free PDF No You Don't: Essays from an Unstrange Mind, by Sparrow Rose Jones

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This collection of raw, honest, emotional essays describe the pitfalls and joys of an autistic life. The author is a popular autistic blogger and her title essay, No You Don't, won her a loyal readership who admired her courage to share some of the darkest, most difficult times in her life. This collection includes that essay and one other popular essay that was published on her blog, Unstrange Mind, but all the rest of the writing in this book is new and has never been seen in print before -- on her blog or elsewhere. While this book contains reflections on some of the harsher aspects of living an autistic life, the overall tone is upbeat and hopeful. This book is not an expos�; the author describes it as a love song to the world. She expresses that her hope in writing is to help bridge the social gap between autistic people and non-autistic people and to help parents by showing them her story in hopes that a glimpse of one autistic life, viewed across the life span from childhood to middle age, will help validate and support parents in making wise choices in the confusing and difficult journey of mentoring their own children into becoming the strong and happy adults they are meant to be.

• Sales Rank: #654991 in eBooks
• Published on: 2013-09-26
• Released on: 2013-09-26
• Format: Kindle eBook

About the Author
Sparrow Rose Jones is an Autistic adult and the author of the blog, Unstrange Mind. She writes about the challenges and joys of the Autistic life and the struggles of growing up disabled but undiagnosed.

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4 of 4 people found the following review helpful.
Very enlightening
By Jacque
My only experience with autism is from what I've seen on TV and movies. Ms Jones does a superb job of explaining to the layman what everyone should know about people with autism. I recommend this book to all teachers so they not only have a better understanding of children in their classroom with autism, but a better understanding of how children treat each other and children of autism. It should be in every classroom around the world. I highly recommend everyone read this very enlightening and sometimes profound book.

3 of 3 people found the following review helpful.
Not easy to pin down... and that's good
By MMonjejr
When I first approached No You Don't, I wasn't sure what to expect. I've read a number of autism memoirs, novels about us, and monographs that purported to tell "the story" of our condition, both as research for my own books and as a way of attempting to understand myself and my relationship to society as a whole. In every case, I have found other autism books to be missing some key element of the discussion, either because they try too hard to generalize from a few anecdotes to an entire population or because they reinforce the just-so stories that explain away the diversity of Autistic experience by reinforcing stereotypes about us.

No You Don't cleverly avoids all of those things, and it does so without reveling in its own cleverness. Ms. Jones's series of essays are nuanced and detailed, and she is careful to highlight the ways in which her experience both does and does not reflect the conditions that other Autistics face. She discusses common problems without sweeping generalizations, confronts specific cases of abuse and brutality from her past, and narrates her path toward an understanding of her own situation with a disarming combination of humility and kindness that, in every case, thoroughly explained her perspective without dictating that others should automatically adopt it.

If I had to try to pin down No You Don't to a certain genre or format, I would say that it is a book of skeptical essays that does not shrink from the task of reviewing lived experience and empirical evidence and contrasting it sharply against armchair theories and public perceptions. It is not only that, though. It is also a primer on patience and understanding, and a thoroughly enjoyable lesson about the importance of knowing oneself instead of defining oneself by the expectations of others.

I come from a family that has a multi-generational history of neurodivergence. In one way or another, most of us have been touched by learning and developmental disabilities, neurological problems, and/or mental illness, and in Ms. Jones's essays I found not only echoes of myself, but of my mother, my sister, and my grandfather. It is a terribly important book, not just for people who are attempting to understand autism, but also for people who are feeling lost or alone due to any hidden disability, mental illness, or recent trauma. It is a book about hope that is not afraid to confront the darkness and name the shadows, and an object lesson in a market clogged with abstract morality tales.

I can not recommend it strongly enough.

3 of 3 people found the following review helpful.
Incredible
By Simon
If you are the parent of an autistic child, someone who works with autistic people, or an autistic person yourself, you absolutely must read this. This is the only thing I have ever read that even comes close to helping me understand an experience of autism. I have come to realize from reading this how I could have been (I'm not 100% sure) complicit in ostracizing my autistic classmates and community members. I have a sensory processing disorder and am socially awkward, but I am not autistic, so the perspective in this book was incredibly enlightening. I have come to understand now that in asserting my boundaries with an autistic person, I cannot be so aggressive; I also cannot assume that "common sense" means that everyone is on the same page as me.

I've recommended this book to every autistic person and anyone affiliated with them in my life. I recommend it to you, too. It is so important.

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