Three years ago, I highly rated Susan Weinschenk‘s book Neuro Web Design, which explained how to apply psychology principles to web design and build websites that are more appealing, easier to use and more memorable. Susan has written two more books that continue to apply psychology to technology and appeal to designers and presenters. Both follow a similar format: 100 Things Every ____ Needs to Know About People, with 100 ideas grounded in psychology and applicable to designers’ and presenters’ projects.
As with Neuro Web Design, both 100 Things books are well-researched. Susan has a deep knowledge of various studies and psychological findings and explains them without being too technical. The studies are also quite interesting and revealing in themselves, and I liked reading those before anything else. The book designer also did a good job building charts when needed to illustrate psychological concepts. The rest of the books’ design is colorful, incorporates useful sidebars, and provides a “takeaways” callout at the end of each section to communicate the most essential points.
Susan also does a good job connecting psychological truisms with scenarios in the design and presentation worlds. The “completeness” ratings you see on online profiles—such as a LinkedIn or Dropbox account—plays into the fact that “people are more motivated as they get closer to a goal.” “People read in a certain direction,” so be sure to stand beside your presentation so you can be the point of entry in how attendees “read” the stage. Rule 18 in the designer’s book—”People read faster with a longer line length, but prefer a shorter line length”—even explains the differences between text on a webpage and text in print, and it’s all based on recent research. These books are based on evidence and tied directly to our industries.
However, Susan doesn’t always do a good job connecting the rules specifically to the designer’s or presenter’s world and some don’t apply to our work as well as others. “People can be in a flow state” and work with focused attention, but this applies to any work—not just designers’ work. Same thing with “people can’t multitask.” I think the book for presenters is more focused on aspects of presentation than the designers’ book is focused on design. Ultimately, I think every point Susan makes is useful but some are more useful than others.
Still, both books are great material and a good value. Designers and presenters sometimes build their products by the book and don’t always think about why some approaches might work better than others. Susan’s books help you understand the “why.”
100 Things Every Designer Needs to Know about People
100 Things Every Presenter Needs to Know about People
Susan Weinschenk, Ph.D.
Published by New Riders
US $34.99 for Presenters, US $29.99 for Designers
Buy Designer and Presenter from Amazon.com