"Designers need to understand psychology"-fifth-how people focus

Fifth chapter how people focus

What will suddenly arouse people's attention and interest? How to win and maintain people's attention? How do people choose to focus on the subject?

40. Selective attention

How hard is it to catch people's attention? It depends on how focused they are. For example, if they go to your website and want to buy a gift, but don't know exactly what to buy, then videos, large photos, colors and animations can easily attract their attention.

Points:

1) Involuntary selective attention

Sometimes we can be aware of our conscious selective attention, just as you would when you read the first paragraph of this chapter, but sometimes selective attention is made in an unconscious state.

41. People will actively filter information

Have you ever met a person who has long held an idea and never changed, no matter how much evidence you find to prove that this idea is untenable. People will take the initiative to find and focus on the information and clues that support their ideas, instead of looking for and ignoring messages that contradict their own beliefs.

Active filtering is often useful because it reduces the amount of information we need to focus on, but sometimes it can also lead to wrong decisions.

42. Practice makes perfect without special attention

Practice a skill again and again until it becomes a inertia, and then you can show it again without hesitation. If it really becomes a kind of inertia, then we can almost use the two. I say "almost" because the two-tasking situation doesn't really exist.

Points:

1) Too many inertial steps can lead to errors

43. Expectations of frequency will affect attention

Points:

1) mental model of frequency

Andrew Bellenkes (1997) studied this psychological expectation, and he found that people would expect the frequency of events to occur and that they would miss the event if the frequency of the actual occurrence was different from the expected frequency. They set up a mental model of the frequency of events and set their attention based on this set of models.

44. Attention can only be maintained for 10 minutes.

After a short break, the brain can focus again for 7-10 minutes, and 7-10 minutes is almost the limit on the amount of time a person stays focused on any task.

Points:

1) When designing a Web site, try to limit the time it takes to browse the Web to within 7 minutes.

We tend to assume that users come to this page and click on a link, but sometimes things are not that simple, and the site may need to load some other media, such as audio and video, which may not conform to the 7-10-minute rule.

The ①ted series of videos is often 20 minutes long, which is beyond the time limit (though TED has invited the world's top speakers to capture the attention of the audience on a mere charm).

The ②lynda.com website is doing very well in this regard, as much as possible to control the duration of the online tutorials in 10 minutes.

45. People will only notice significant clues

Look at 45-1 of these cents, which is the real thing? Do not cheat, first guess, then take real coins to compare.
If you live in the United States and have used American coins, you must have seen it countless times in a penny. But you tend to notice some of its properties, such as color and size, that psychologists call "significant clues" (salient cue). You'll only notice what you need to focus on to solve your current task. Although there are a lot of details and clues on the coin, the obvious clues for most people are only color and size.

46. People cannot complete multiple tasks at the same time

Many people think they can use a lot of brains, but the result is the opposite: people can't do multiple tasks at the same time. (There is only one exception: to work on one side and carry out a mental task)

We are very good at switching between different tasks, and then mistakenly think that is a brain multi-use, in fact, this is not the case.

Points:

1) The phone will distract you when you drive.

when talking on the phone, people inevitably turn their attention from driving move to the conversation. So it's a matter of attention, not the hand that can control the steering wheel .

2) It is more demanding to listen to a conversation than to listen to two people talking

If you can only hear what one side of the conversation says, you need to use more brainpower because the predictable amount of information is reduced, and you need to guess what the conversation says.

This difference is caused by the fact that a lot of information is unpredictable when you listen to only one speaker. The subjects were always speculating about what he had not heard, so they could not concentrate on the current task.

3) does age and multitasking experience have an impact?

Heavy media users are more tolerant of It is easy to be distracted by unrelated stimuli, and the task is not as good as that of a mild person.

Tick Six things: danger, food, sex, movement , face and story

Points:

1) Why people can not help but pay attention to food, sex and danger (old brain reminders)

People actually have 3 brains: New brain control consciousness, reasoning, logic, midbrain treatment mood, the old brain is concerned about survival. From an evolutionary standpoint, the old brain is the first to form. In fact, this part of the brain is very much like a reptile's brain, so some people call it crawling.

48. Loud noises can be scary and cause attention

If you want to draw someone's attention through sound, table 48-1 provides some options and conditions of use (adapted from a study published by Deatherage in 1972).

Points:

1) People get used to the stimuli that often occur

49. People who want to pay attention to, must first perceive

To pay attention to one thing, one must first perceive and perceive it. The following examples illustrate the sensitivity of the senses.

Points:

1) Signal detection theory

You can hear the tick within 6 meters.

"Designers need to understand psychology"-fifth-how people focus