100 Things Every Designer Needs to Know About People (Voices That Matter) by Susan Weinschenk, Ph.D.
Chapter 4: How People Think
People consciously process information in small amounts. As a designer, we need to understand that viewers are limited to how much information they can process at once. There are three basic types of mental processes: Cognitive (thinking/ remembers), Visual (looking), and Motor (physical). To increase or decrease the load for each of these categories, a designer can improve products based on intention. Normally, decreasing the load is the obvious choice, but for cases where the designer wants the viewers attention, increasing the load is acceptable. "People process information best in story form." Yes! I'm all about it. I love stories, how a user can interact with it, and the values behind them. The reading describes how stories are a necessity for communication.
Apparently, there are four ways to be creative. Deliberate and cognitive, Deliberate and emotional, spontaneous and cognitive, and spontaneous and emotional. Each, I believe, has its place. Something that also has a place, especially in most of my designs, is the understanding of a flow state. A flow state is when someone gets completely engrossed in an activity. This can be really beneficial when working with interactive elements and story.
Goal-gradient effect: People increase productivity, speed, purchasing, etc. the closer they are to a reward.
Operant conditioning: A method of learning through rewards and punishments.
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