The Cognitive Science of Design in 10 minutes or less: A tale of two systems.
A tale of two brain systems… !
…in 10 minutes or less!
consciousslowerprecise
System 1unconscious
fastapproximates
System 2
hmm, donut
What is moral?
We as Designers underestimate the power of System 1 and don’t take full advantage of it.
Within milliseconds our mind is: - deciding where to look - identifying object boundaries, images - associating them with meaning
We largely know what captures attention
We can’t hold on to everything…
http://perception.research.yale.edu/oba/MOT.mov
Our conscious brain is only working with what our automatic system has perceived, not the real thing.
http://youtu.be/v3iPrBrGSJM
Thus we get overwhelmed with choice,
we prefer the known,
strongly avoid loss,
and fall back to easy rewards.
So how can we use what is known about brains to be better designers and more persuasive?
show the ideal
provide social proof
make choice simpler
draw attention
emphasize likelihood of reward
!15
Intrigue
!16
Aesthetics
!17
Barbeque by the pool
Narrative
!18
Where’s the barbeque?
Achievement
!19
Authority
!20
Framing
!21
Mimicry
!22
Scarcity, Loss Aversion
Bottom line: System 1
harness automaticprocesses
- draw attention - minimize distraction - relate to what I know & ideal - associate with basic goal
Bottom line: System 2
- reduce fear of loss - provide social proof - keep choice simple
makedecisions
easy
New mantra for designers:
harness automaticprocesses
makedecisions
easy
John Whalen@johnwhalen
User Research Strategy User Experience
BrilliantExperience.com
