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Neuro-Scientific DesignDigital Experience Design & Strategy Workshop #5

October 28, 2015

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The Inspiration…

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HOW PEOPLE SEE

Peripheral vision is more important than central vision to understand context

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HOW PEOPLE READ

Different parts of the brain process words depending on whether you are scanning, listening, speaking, or writing.

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HOW PEOPLE REMEMBER

Recognition is easier than recall

What state is immediately west of Iowa?

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HOW PEOPLE THINK

People create mental models but interact with conceptual models

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HOW PEOPLE FOCUS

People only pay attention to salient cues

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WHAT MOTIVATES PEOPLE

Variable ratios and unpredictable interactions are the highest motivators

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PEOPLE ARE SOCIAL ANIMALS

A person cannot sustain more than about 150 “strong tie” relationships

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HOW PEOPLE FEEL

Anecdotes are more persuasive than data

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PEOPLE MAKE MISTAKES

There are four different classes of errors that people make

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HOW PEOPLE DECIDE

Most decisions are made in the limbic (emotional) system of the brain, not the cerebral cortex (logical)

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In Summary…

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Thank you.