"Web Design Psychology" Susan M.weinschenk Summary

1. Unconscious promotion of behavior
Summary: We like to think that our decisions are well thought out, but in fact most of the decisions and behaviors are unconscious.
Unconsciousness is intelligent, effective and fast. Without it, we can't live.
The most effective sites are "talking" to the three parts of the brain (the old brain, the midbrain, the new brain).
　　
2. Sense of belonging: seeking social identity
Summary: When we know someone else has used the same product, behavior on the site, and even now doing things, we will want to act.
We do what other people do, and the sense of belonging is very attractive to us.
　　
3. Sense of indebtedness: using reciprocity and concessions
Giving gifts can trigger a sense of indebtedness and make others want to repay you by giving you something else.
If you begin to ask for something beyond the acceptance of others and be rejected, it may be acceptable to ask more reasonable requests.
　　
4. A sense of scarcity--we tend to want something that's hard to get
We want to be more scarce and think of it as more valuable.
Making something look limited or limited in time can trigger a sense of scarcity. Scarcity is what drives us to buy.
Not only will commodities trigger a sense of scarcity, but information will also. Hard-to-get information can make us feel more valuable.
　　
5. Choose carefully
We think we want a lot of choices, but too many choices just make it impossible for us to decide.
We can only focus on one or two product attributes at a time.
If we feel we can get one thing right away, this feeling will prompt us to buy it as soon as possible.
If you want people to buy a product on the site, put it first in the list.
　　
6. The protagonist is you: the unconscious dialogue with the ego Center
The old brain cares about you, how to protect you, to feed you, to help you reproduce.
If you want to catch someone's attention, you need to create change, show food, imply sex or use "you" to draw attention to his old brain.
　　
7. Build commitment-We want to think we are consistent
Let people make verbal promises or written promises (more effective).
If possible, let people make small promises and then let people make promises that are consistent with them.
Getting people to write a promise or sign a promise will make the commitment even more firm.
If we go through the difficulties, our commitment will be firmer.
　　
8. Use similarity, attractiveness and relevance: Are we the same?
The old brain is to decide whether to run, eat or have sex.
Don't underestimate the role of attractive people.
The ones that can affect us the most are those who are similar to us.
Connecting things to celebrities or attractive people makes it more appealing.
　　
9. Fear of loss--how to overcome the hope of success in losing fear
We are destined to pay attention and focus on what we might lose.
The fear of loss inspires us more than the desire for success.
Our bodies and unconscious brains can capture more quickly than the conscious brain may cause loss.
If events are associated with feelings, we will be more impressed with the events.
Subtle wording can also affect our response.
　　
10. Using pictures and stories-The best way to talk to the unconscious brain
We are born to think through stories, so the website that uses stories can capture our attention.
Just use the word story to catch our attention.
Compared with the text, we have more attention to the image and processing ability.
Combining pictures and stories is an unbeatable combination that captures our appeal and helps us remember.
　　
11. We are gregarious animals--social achievements next point
We are social animals that use every technology to promote communication and increase social interaction.
Social networking sites that use the principles of induction are the fastest-growing social networking sites.
If you want to be the next point of the Internet, think about how to use new technology to help people communicate.

       

      This is a very lovely, Attractive small book, suitable for Product manager, web Designer to read. The author tells the theoretical knowledge through an attractive little story, which is easy to understand. I've always been interested in psychology, and I've seen this book in the process of studying human

After the design, development of the site will think more ~

Web Design Psychology Susan M.weinschenk Summary of the essence