teaches web designers and developers how to create sites and applications that appeal to our innate natural responses as humans. Author Victor Yocco, a researcher on psychology and communication, introduces the most immediately relevant and applicable psychological concepts, breaks down each theory into easily-digested principles, then shows how they can be used to inform better design.

About the Technology

Designers and design team members need to think about more than just aesthetics. How do you handle short attention spans. How does your design encourage users to engage, browse, or buy? Fortunately, there are psychological principles that you can use in your design to anticipate and benefit from how humans think, behave, and react.

About the Book

Design for the Mind: Seven Psychological Principles of Persuasive Design

teaches you to recognize how websites and applications can benefit from an awareness of our innate, natural responses as humans, and to apply the same principles to your own designs. This approachable book introduces the psychological principles, deconstructs each into easily digestible concepts, and then shows how you can apply them. The idea is to deepen your understanding of why people react in the ways they do. After reading the book, you'll be ready to make your work more psychologically friendly, engaging, and persuasive.

What's Inside

Making design persuasive

Encouraging visitors to take action

Creating enduring messages

Meeting the needs of both engaged and disengaged visitors

Becoming a strategic influencer

Applying theory, with case studies and real-world examples

About the Reader

This book is for web and UX designers and developers as well as anyone involved in customer-facing digital products.

About the Author

Victor Yocco

, PhD, is a research director at a Philadelphia-based digital design firm. He received his PhD from The Ohio State University, where his research focused on psychology and communication in informal learning settings. Victor regularly writes and speaks on topics related to the application of psychology to design and addressing the culture of alcohol use in design and technology. He can be found at www.victoryocco.com or @victoryocco on Twitter.

Table of Contents

PART 1 INTRODUCING THE APPLICATION OF PSYCHOLOGY TO DESIGN

Meeting users' needs: including psychology in design

PART 2 WHY DO FOLKS ACT LIKE THAT? PRINCIPLES OF BEHAVIOR

Designing for regular use: addressing planned behavior

Risky decisions and mental shortcuts

Motivation, ability, and trigger-boom!

PART 3 PRINCIPLES OF INFLUENCE AND PERSUASION: NOT AS EVIL AS YOU'D THINK

Influence: getting people to like and use your design

Using family, friends, and social networks to influence users

It's not what you say; it's how you say it!

Persuasion: the deadliest art

PART 4 USER EXPERIENCE DESIGN: PUTTING IT ALL TOGETHER

Case study: KidTech Design Co.'s Good Choice app

The next step: getting up and running

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