You are not aware of yourself: talk about subconscious design

Source: Internet
Author: User
Tags reflection

Suppose a scenario like this: what will you do if you walk on the road and a truck rushes towards you?

Please allow me to express my deepest sympathy for the answer to be silly standing still. The average young man's answer should be right away, right? OK, please stop for a moment and think carefully, what is the complete action flow?

OK, rearrange: you see this car → make it is about to hit your judgment → you feel the danger → you immediately dodged.

Think this is the standard answer please extend your right hand on your heart, ask yourself if it really is so? Are you really doing this?

The real situation should be this: you see the car → you feel the danger → you dodged.

So what was it that saved you?

A. See the eyes of the car

B. Avoid the foot of the car

C. The brain that makes the order

The answer is D. Your instincts, your innate, more subtle and quiet pattern of evolution that has evolved over thousands of years. (yes, it's a nonsense pit Dad's answer.) )

The biological brain is divided into three parts, which affect different aspects of thinking and behavior respectively.

The old brain, the so-called brain stem, is the first brain in evolution. The old brain cares only about two things, survival and reproduction, and it means that three kinds of information will override any other information and first trigger our instinctive response: sex, food, danger. The old brain is also responsible for regulating the body's automatic functions, such as digestion, respiration and reflex activity.

The midbrain (Mesencephalon,midbrain) is called the midbrain because it is located between the old brain and the new brain in both spatial and evolutionary order. It controls emotions and is responsible for making people feel like happy, sad, angry emotions.

The new brain, which is what we call the cerebral cortex. The new brain is responsible for purposeful, conscious activity, i.e. analysis, inference, etc.

When we perceive something or an event, the three parts of the brain are involved in thought and behavior, and the old brain and midbrain react faster than the new brain, so we instinctively "subconsciously" act before the new brain (the part that governs the rational mind) responds.

The Japanese designer, Zeizhi, first proposed a design concept called unconscious design, also known as "intuitive design", which means that the unconscious action is transformed into something visible. Shenze Straight is to affordance the concept of availability through their own understanding to further transform into their own design theory. In order to separate the two different concepts here, the design method to be introduced next is called subconscious design, which refers to the use of design techniques that we are not aware of or need to be aware of as being directed by a reaction that has been instantaneous.

Key words: Instinct, reflex, emotion, experience

The actions produced by instinct, reflection, emotion and experience are hard to be aware of or even unconscious of. The brain is not, as one would think, an absolutely sophisticated, highly developed organ, and the brain is "inefficient, unreliable and extremely limited in its range of signals." So in order to cope with the changing external environment, the brain presupposes a lot of conditions, so that human behavior can act according to a certain pattern, has reached a better survival and reproduction of this original but ultimate demand.

First, instinct

Instinct is a pattern of behavior that is typical of the members of an animal species and which is subjected to a specific set of stimuli and acts in a fixed pattern. It is fixed by heredity, and it appears in the process of individual development with mature and appropriate stimulation experience.

The sharp corners of an iron fence

We should all know that the open area can be seen everywhere, its own purpose is to partition the physical area, guide the flow of people. The advantages and disadvantages are innate instincts of people. The top of the design into a sharp angle, it is the use of such a subconscious, in the anti-theft window is not very popular in the era, eaves on the glass is also so, although the role is limited, but chat more than nothing.

Second, reflection

The definition of reflection is this: the regular response of the organism to the stimulation of the internal and external environment with the involvement of the central nervous system. There are two kinds of reflection in animals and human beings: one is formed in the process of phylogeny and heredity, thus congenital reflex, called Festher. It is caused by direct stimulation of receptors, through the reflection of the central cortex. For example, when people eat, tongue mucous membrane encountered food, will cause saliva secretion. The other is conditioned reflex, which is a kind of acquired reflection which the animal adapts to the environment change in the process of life, and gradually forms on the basis of the non conditioned reflex. It is caused by signal stimulation and is formed with the participation of the cerebral cortex.


Fancies is probably the most wonderful reflective behavior design ever since ancient times. Because there is no potable water in the march, the natural solution of thirst is to use the conditioned reflex of human being to sour.

Digital Tips

If the list of reflective design, iOS push messages should definitely occupy a seat, is a modern society most people are very familiar with, love and hate a conditioned signal. Strong red shading plus eye-catching digital tips, careless display of their own sense of existence, people involuntarily want to point to open it to find out.

Another familiar reflection design is the new feed tip for Twitter. and push messages idea is the same, through the color, shape and other design elements plus the number itself, causing a strong impact, in time and again the operation of the process to strengthen the behavior, people subconsciously try to click.

Third, the mood

Emotion refers to people's special attitude towards cognitive content, which is a kind of psychological activity which is mediated by individual's desire and need. It can be argued that emotion is also a conditioned reflex of the brain to the stimuli of the outside world, producing specific behaviors for specific content.

Smoking cessation ads

Bright colors, smiles, sweets, cute kids, these specific things can lead to positive emotions, while darkness, death, blood and so on are negative emotions. Smoking cessation advertisements Use this kind of psychology, let a person see the propaganda content to produce negative emotion to some extent evade behavior.

Iv. Experience

Experience is the knowledge or skill gained from many practices.

Here, we have to mention the emergence of memory, memory is the soil of experience, those who have been screened for the behavior of the guiding significance of the upgrade become experience.

There are two types of memory: A declarative memory, a memory that can be clearly remembered of an event or fact, and a non declarative memory that is not dependent on consciousness or cognitive memory. The formation of this memory needs repeated tests to form, mainly including sensory perception and movement skills, procedures and rules of learning, is unconscious, it is difficult to use language expression of memory. Non-declarative memory can be extracted by some form of stimulation of the following consciousness.

Tablet equipment

A foreign engineer found that the young daughter thought all the devices that smoothed the glass surface were clickable and dragged like the ipad. The experience of using a tablet like an ipad allows little girls to shift the experience subconsciously to other products of a similar shape, although the logic may be wrong, but the use of new products does not produce extra learning costs, which is the power of experience.


Have found that there is a common keyword appeared many times, is the stimulus. As described in the definition, stimuli are like pre-set conditions that automatically pull up the corresponding behavior once the trigger is triggered. Behavior is done in an instant, it does not pass through your cerebral cortex, do not need to be analyzed, judged. You may not even realize it.

Stimulation is the established condition between us and the world, innate and acquired. The instinctive, reflective, subconscious behavior that is produced under stimulation is the most authentic portrayal of the human mind that is uncontrollable.

"I define unconsciousness as the sum of all those unconscious mental phenomena," Jung wrote in his "instincts and unconscious". These psychological elements can be aptly referred to as ' subliminal '-if we assume that every mental content must have a certain amount of energy to be realized. The lower the energy value of a conscious content, the easier it is to disappear into the threshold. It can be seen that unconsciousness is a shelter for all those lost memories, all of which are still weak enough to be aware of the psychological content. ”

Man is the product of the environment. In order to better survive and reproduce, human beings according to the environment to preset their own behavior patterns, in order to faster and better to respond. So for the design that caters to the preset pattern, adaptability is the best, such design does not need to analyze and understand, it is appropriate benefit and (look) take for granted.

Extended to the field of interactive design, can we get some inspiration? For example, whether the user can replicate the existing experience of users in the new user's learning guide, prevent the failure of the protection measures can make the user at a glance, the emotional implication of the user's main action flow process, etc. Many methods have long been fully used by designers to the actual situation, because "care", the designer is the first user, some experience in life is instinctively transplanted into the design.

This article is only for the subconscious, unconscious design, availability and so on a personal level of shallow thinking, hoping to play a valuable reference.

Author: Wealth Cloth when moonlight hippy floor frost

Article Source: Weibo UDC

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