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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 this book you’ll design more intuitive and engaging apps, software, websites and products that match the way people think, decide and behave.
INCREASE THE EFFECTIVENESS OF YOUR PRODUCTS.
Apply psychology and behavioral science to your designs.
Here are some of the questions this book will answer:
• What grabs and holds attention.
• What makes memories stick?
• What is more important, peripheral or central vision?
• Can you predict the types of errors people will make?
• What is the limit to someone’s social circle?
• 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.
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?
We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner—a large amount of everyday is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do.
In this book you’ll learn the 7 drives that motivate people: The Desire For Mastery, The Need To Belong, The Power of Stories, Carrots and Sticks, Instincts, Habits, and Tricks Of The Mind. For each of the 7 drives behavioral psychologist Dr. Susan Weinschenk describes the research behind each drive, and then offers specific strategies to use. Here’s just a few things you will learn:
- The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices.
- If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes.
- If you want people to act independently, then make a reference to money, BUT if you want people to work with others or help others, then make sure you DON’T refer to money.
- If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten.
- If you are using feedback to increase the desire for mastery keep the feedback objective, and don’t include praise.
Do you know the science behind giving a powerful and persuasive presentation? This book reveals what you need to know about how people listen, how people decide, and how people react so that you can learn to create more engaging presentations. No matter what your current skill level, whether beginner or polished, this book will guide you to the next level, teaching you how to improve your delivery, stance, eye contact, voice, materials, media, message, and call to action.If you give presentations for any reason, this book is a MUST read. The science is backed up by research, and the author is a world renowned speaker and thinker.
Trust the information you provide? Take action at your web site? Neuro Web Design applies the research on motivation, decision making and neuroscience to design. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design products that encourage people to click.
Learn to increase the effectiveness of your own presentations by finding the answers to questions like these:
- What grabs and holds attention during a presentation?
- How do you choose the best media to use?
- What makes the content of a presentation stick?
- How do people react to your voice, posture, and gestures?
- How do people respond to the flow of your message?
- How do you motivate people to take action?