Table of Contents
Chapter: What are we really doing when we are seeing and reading? What we perceive when we see is only half the story.
How People See and Read
The Truth About Using All Capital Letters
All About Fonts
Headings And Line Length
Fusiform Facial Reference
Chapter: Research on thinking and memory shows us that people will try to do as little thinking as possible, and also that human memory is fragile.
System 1 and System 2 Thinking
The Myth of Seven + or – Two and Progressive Disclosure
Chapter: Most mental processing occurs unconsciously, and that includes decisions. If you want people to decide to press a button to sign up or buy then you need to understand how people make decisions
The 3 Brains
Fear and Loss
What Motivates People
Chapter: We are, by our biology, our psychology, and our evolutionary history, social animals. In this section we’ll take a look at social factors and how you can incorporate social factors into your designs.
Chapter: Let’s talk about next steps to get more information and start applying what you have learned.