9780134196039

100 THINGS
MORE
LEVEL Beginning / Intermediate
COVERS Design
COVER DESIGN Mimi Heft
AUTHOR PHOTOGRAPH Katie Ricard
US $29.99 CAN $36.99
ISBN-13:
ISBN-10:
978-0-13-419603-9
0-13-419603-1
9
780134 196039
52999
www.newriders.com
WEINSCHENK
THE BRAIN LADY IS BACK with 100 more must-read insights into what motivates people’s
behavior and how you can use that knowledge to improve your design work. Thousands of
designers, marketers, and product managers have already come to rely on the original 100 Things
Every Designer Needs to Know About People as a go-to guide on how to use the latest findings
in psychology and neuroscience to create better websites, applications, products, and brands.
Research hasn’t stopped since the book was written, and new design challenges have emerged.
100 MORE Things Every Designer Needs to Know About People continues the journey into human
psychology, neuroscience, and brain research to provide you with bite-sized, practical advice
you can use to create intuitive and engaging work that resonates with how people really behave.
LEARN TO INCREASE THE EFFECTIVENESS
of your websites, applications, designs, and products
by finding the answers to questions like these:
• How do you grab and hold a viewer’s attention
in a video ad?
• How much text on a screen do people actually read?
• What one simple thing can you do to enhance
the believability of your content?
• When is it better NOT to give your audience choices?
• Why does laughing enhance learning for kids?
• Do certain fonts help people learn information better?
• Where is the worst spot on a smartphone screen to place
frequently used controls?
• What’s the best way for people to process big data?
These are just a few of the questions that Susan explores in
this deep-dive exploration of what makes people tick.
SUSAN M. WEINSCHENK
has a Ph.D. in psychology
and over 30 years of
experience as a behavioral
scientist. She is a consultant
to Fortune 1000 companies,
start-ups, government
agencies, and non-profits.
Her clients call her “The Brain
Lady” because she applies
research on brain science
to predict, understand,
and explain what motivates
people and how they behave.
100 THINGS
EVERY DESIGNER NEEDS TO KNOW ABOUT PEOPLE
EVERY DESIGNER NEEDS TO KNOW ABOUT PEOPLE
V
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SUSAN M. WEINSCHENK, Ph.D.
100 THINGS
EVERY DESIGNER NEEDS TO KNOW ABOUT PEOPLE
V
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100 Things
EVERY DESIGNER NEEDS TO KNOW ABOUT PEOPLE
susan Weinschenk, Ph.D.
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100 MORE Things Every Designer Needs to Know About People
Susan M. Weinschenk, Ph.D.
New Riders
Find us on the Web at www.newriders.com
New Riders is an imprint of Peachpit, a division of Pearson Education.
To report errors, please send a note to [e-mail]
Copyright © 2016 by Susan Weinschenk, Ph.D.
Acquisitions Editor: Nikki Echler McDonald
Production Editors: Tracey Croom and Maureen Forys
Development Editor: Je Riley
Copy Editor: Gretchen Dykstra
Technical Editor: Tara Long
Proofreader: Patricia Pane
Compositor: Maureen Forys, Happenstance Type-O-Rama
Indexer: Jack Lewis
Cover Design: Mimi Heft
Interior Design: Maureen Forys, Happenstance Type-O-Rama
Notice of Rights
All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For
information on getting permission for reprints and excerpts, contact [email protected]om.
Notice of Liability
The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been
taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity
with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions con-
tained in this book or by the computer software and hardware products described in it.
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marks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the des-
ignations appear as requested by the owner of the trademark. All other product names and services identified
throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of
infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or
other aliation with this book.
ISBN 13: 978-0134-19603-9
ISBN 10: 0-134-19603-1
9 8 7 6 5 4 3 2 1
Printed and bound in the United States of America

ACKNOWLEDGEMENTS
Many thanks to all the readers of the original 100 Things Every Designer Needs to Know
About People. Your enthusiasm, comments, and ideas gave me the inspiration to come
up with 100 More!
DEDICATION This book is dedicated to my friends and family, who were
patient with me and helped me with lots of other tasks so I
could concentrate on the writing of this book.