PSYCHOLOGY IN DESIGN: PRINCIPLES HELPING TO UNDERSTAND USERS:
- 'Donald A. Norman in his book "The Design of Everyday Things" defines design as an act of communication, which means having to deep understanding of the person with whom the designer is communicating. In order to get better insight into people's needs, designers are recommended to bear in mind the psychological principles of human behaviour, aspirations and motivations'.
- (figure - ground gestalt principle - demonstrates the eye's tendency to separate objects from their background. There are lots of examples of pictures that show two faces depending on where your eye is focused, the object or the background).
- Hick's Law: 'the law states that the more options users are exposed to, the longer it takes them to make a decision'/ the next steps of the interaction. The possible result is that users find the interactions or design unpleasant or uninteresting and therefore leave. 'Remove unnecessary choices, make the usability of the product more effective'.
https://tubikstudio.com/psychology-in-design-principles-helping-to-understand-users/
(Accessed 13 September 2018).
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