100 Things Every Designer Needs to Know About People

Behavioral psychologist Susan Weinschenk distills 30 years of expertise into 100 practical insights about how the brain, cognition, and perception work, enabling designers to create more effective and intuitive work. The book combines real science with practical examples covering decision-making biases, the goal-gradient effect (motivation increases near task completion), and Dunbar's number limiting stable social relationships to about 150 people. It bridges foundational and latest psychology research to help designers create products for print, websites, applications that match how people actually think, work, and play.

6 sections ยท 25 lessons

Course outline

Visual Perception

  1. Vision Dominance
  2. Peripheral Vision
  3. Scanning Behavior
  4. Reading Comprehension
  5. Visual Perception

Memory Systems

  1. Narrative Structure
  2. Working Memory
  3. Recognition vs Recall
  4. Mental Models
  5. Progressive Disclosure
  6. Memory Systems

Attention and Focus

  1. Flow States
  2. Multitasking Myth
  3. Attention Cycles
  4. Attention and Focus

Motivation and Behavior

  1. Dopamine System
  2. Variable Rewards
  3. Autonomy
  4. Paradox of Choice
  5. Motivation and Behavior

Social Influence

  1. Social Validation
  2. Mirror Neurons
  3. Reciprocity
  4. Dunbar's Number
  5. Social Influence

Design Psychology

  1. Aesthetic-Usability
  2. Baby Schema
  3. Emotional Decisions
  4. Error Prevention
  5. Context Effects
  6. Design Psychology

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