Takeaways: HOW PEOPLE THINK

  The brain has 23 billion neurons. That’s a lot of capacity for mental processing. So what’s going on in there? Understanding how people think is crucial if you’re going to design for them. Just as there are visual illusions, there are also thinking illusions. This chapter describes some of the interesting things the brain […]

Takeaways: HOW PEOPLE READ

With adult literacy rates now over 80 percent worldwide, reading is a primary form of communication for most people. But how do we read? And what should designers know about reading? IT’S A MYTH THAT CAPITAL LETTERS ARE INHERENTLY HARD TO READ People perceive all capitals as shouting, and they’re unused to reading them, so […]

Takeaways: HOW PEOPLE SEE

Vision trumps all the senses. Half of the brain’s resources are dedicated to seeing and interpreting what we see. What our eyes physically perceive is only one part of the story. The images coming in to our brains are changed and interpreted. It’s really our brains that are “seeing.” WHAT YOU SEE ISN’T WHAT YOUR […]