Unit 10: How People Decide

100 Things Every Designer Needs to Know About People (Voices That Matter) by Susan Weinschenk, Ph.D.

Chapter 10: How People Decide

Most decisions are made in an unconscious way. We like to think that our ability to trouble shoot for the best product is what makes us buy, but there are many factors that affect us without us even realizing it. What other people are deciding to buy, what is consistent with your persona, whether you can pay off excuse your purchase by announcing social obligations, fear of losing a sale, etc.

Once realizing that too many options can be a detriment to a viewer, a designer can be more reserved. Taking the design processes, for example. Limiting logo identity directions to three instead of twenty, staying away from sketches when presenting concepts, and making directions clear and identifiable. Most customers will desire more choices, but more choices will ultimately be more of an issue when they are tasked with making a decision.

Does having a choice equate to being in control? Regardless of difficulties presented when confronted with many choices, people gravitate toward more choices because it makes them feel like they are in control. Choice can also make one feel unique. This is especially applicable in gaming.

"Talent Trees" promote uniqueness:
http://gamedevelopment.tutsplus.com/articles/lets-spec-into-talent-trees-a-primer-for-game-designers--gamedev-6691

We relate back to a previous chapter when the reading discusses social connections. In the end, people are more willing to buy, interact, and do any kind of interaction if there is a personal connection. I immediately related this to games. Even as far back as arcade games can express this exact mentality. The development of a leaderboard influenced more people to play and compete with other players.

Interesting measure of social interaction in games:
http://www.gamasutra.com/view/feature/134982/playing_to_win_measuring_social_.php?page=1

I have heard, "throw away your first idea, it will always be your worst." I don't necessarily agree, but I can understand the saying. The reading relates this to group work. Also, the reading mentions leadership and how it sways decision making. It brings to question: How can a leader help make design decisions, but keep creativity active in all workers?

Everyone is subject to unconscious processes when making decisions. Often, many people, including myself, are stubborn and think that they aren't among the influenced. Also referred to as the third-person effect in the reading.

People value physical content more highly when it's real and tangible. This can be relative to many aspects of design, but most importantly, the final production of a project. For example, to physically build a package design to completion will greatly increase its value.

Great source for packaging inspiration:
http://www.packagingoftheworld.com/

Links for thesis:

Narrative in games:
http://thegamedesignforum.com/features/narrative_in_games.html

9 things unique to video games:
http://www.theastronauts.com/2013/03/nine-amazing-things-unique-to-video-games/