> 2021年09月08日信息消化 #### The psychology of design: 15 principles every UI/UX designer should know origin: [The psychology of design: 15 principles every UI/UX designer should know](https://dribbble.com/stories/2021/09/01/psychology-of-design) To engage users to act repeatedly, we need to understand their underlying psychology: what are the reasons behind what drives user behavior? For starters, every interaction a person has with a digital product follows the same pattern: - **???? Information** — User filters the information - **???? Significance** — User looks for its meaning - **⏰ Time** — User takes an action within a time frame - **???? Memory** — User stores fragments of the interaction in their memory For each of these stages of interaction, I’ve compiled a list of the most relevant design principles and cognitive biases that will help you to build habit-forming products. Let’s get straight into it. #### ???? Information The first stage of a users’ interaction with your product is filtering the information in front of them. Here are a few psychological principles to follow when designing for this stage of the interaction. ##### 1. HICK’S LAW Hick’s law is a psychological principle that states that the time required to make a decision increases with the number and complexity of options presented. 希克定律是一个心理学原理，它指出，做出决定所需的时间会随着所提出的选项的数量和复杂性而增加。 **???? Design Tips:** - **Break complex tasks into small steps to reduce cognitive load.** 将复杂的任务分成小的步骤，以减少认知负荷。 - **Leave the complex tasks for the end of the journey.** 将复杂的任务留到旅程的最后。 - **If it’s impossible to reduce the number of options, make the content easy to skim.** 如果不可能减少选项的数量，让内容容易被浏览。 ##### 2. PRIMING Priming is a phenomenon that affects a type of implicit memory that acts automatically and influences decision-making by temporarily increasing access to units of knowledge related to stimuli previously seen. 暗示是一种影响隐性记忆的现象，它通过暂时增加对与以前看到的刺激物有关的知识单位的访问，自动作用并影响到决策。 **???? Design Tip:** - **Use images or videos that clearly state the benefit of using your product or service.** ##### 3. COGNITIVE LOAD Cognitive load theory suggests that learning is more effective when designers and users share the same mental model. 认知负荷理论认为，当设计者和用户拥有相同的心理模型时，学习会更加有效。 Memory has a limited capacity, so it’s best to avoid overloading users with additional information that does not directly contribute to the main objective. Information overload will increase the chances of a user abandoning a task in progress due to a growing sense of distress. 记忆的容量是有限的，所以最好是避免让用户过多地接受对主要目标没有直接帮助的额外信息。信息过载会增加用户由于越来越多的苦恼感而放弃正在进行的任务的机会。 Be mindful of the differences when you design a journey. Most of the time, the difference between an expert and a novice user is the familiarity with the material. 当你设计一个旅程时，要注意差异。大多数时候，专家和新手用户之间的区别在于对材料的熟悉程度。 **???? Design Tips:** - **Remove repetitive information.** 删除重复的信息。 - **Increase working memory capacity by using both audio and visual to convey information.** 通过使用音频和视觉来传达信息，增加工作记忆的能力。 - **Use familiar visual cues to avoid unnecessary learning.** 使用熟悉的视觉线索，避免不必要的学习。 - **Organize the information in a way that makes sense.** 以一种有意义的方式组织信息。 ##### 4. PROGRESSIVE DISCLOSURE Expose complex features only when the user can predict the next step. When designing an experience, different levels of user expertise should be taken into consideration, allowing your design to be adapted according to specific needs. 只有在用户能够预测下一步的时候才暴露复杂的功能。在设计体验时，应该考虑到不同层次的用户专业知识，使你的设计能够根据具体的需要进行调整。 **???? Design Tips:** - **Identify scenarios and write stories for different user types. Include context and reasons why they should access the product or service.** 确定场景，为不同的用户类型编写故事。包括背景和他们为什么要访问产品或服务的原因。 - **Carry out a usability test and evaluate time, precision, success, and satisfaction.** 进行可用性测试并评估时间、精确度、成功率和满意度。 ##### 5. AESTHETIC-USABILITY EFFECT. An aesthetically pleasing design generates a positive response in people’s brains by increasing the threshold of tolerance for errors. It also improves usability perception while increasing authority. 一个具有美感的设计通过提高人们对错误的容忍度，在人们的大脑中产生积极的反应。它还能在提高权威性的同时改善可用性的感知。 **???? Design Tip:** - **Use aesthetics to help users discover how they can interact with an element. If it looks like a button, it must be a button.** 利用美学来帮助用户发现他们如何与一个元素互动。如果它看起来像一个按钮，它就一定是一个按钮**。 #### ???? Significance The next stage of a users’ interaction with your product is making sense of the information presented. Here are a few psychological principles to follow when designing for this stage of the interaction. ##### 6. SOCIAL PROOF People observe and accept the actions of others as correct, especially if they are unsure or the information is ambiguous. The greater the number of people who recommend using something, the greater is the acceptance. 人们观察并接受他人的行为是正确的，特别是在他们不确定或信息模糊的情况下。推荐使用某种东西的人越多，接受程度就越高。 **???? Design Tips:** - **Introduce social proof as soon as possible.** - **Video testimonials are the future of social proofing.** ##### 7. CURIOSITY GAP The difference between what users know and what they need to know might be the necessary stimulus that prompts them to fill the knowledge gap. 用户知道的东西和他们需要知道的东西之间的差异可能是促使他们填补知识空白的必要刺激。 **???? Design Tips:** - **Capture users’ attention with engaging titles that stimulate curiosity.** 用吸引人的标题来吸引用户的注意力，激发用户的好奇心。 - **People want to feel safe when making a decision. Use sentences that contain the words “like”, “can” or “do”, to reinforce the confidence in your speech.** 人们在做决定时希望有安全感。使用包含 "喜欢"、"可以 "或 "做 "等词的句子，以加强你讲话中的信心。 ##### 8. MENTAL MODELS Mental models help us to make sense of reality by creating internal representations of the outside world, regardless of whether they are accurate or not. 心智模式通过创造外部世界的内部表征来帮助我们理解现实，而不管它们是否准确。 We all perceive the world individually, therefore we create our own mental models. Empathizing with our audience means being aware of their mental models and designing accordingly. Every mismatch between your product and the user will provoke inherent friction that could cause a drop-off. 我们都是单独感知世界的，因此我们创造了我们自己的心理模型。与我们的受众产生共鸣意味着了解他们的心理模型，并据此进行设计。你的产品和用户之间的每一个不匹配都会激起内在的摩擦，可能会导致用户流失。 **???? Design Tips:** - **Whenever possible, use labels that explain how the interface works.** - **Use symmetrical elements whenever possible, as they are visually pleasing and convey harmony.** ##### 9. MILLER’S LAW The average person can only keep 7 items (±2 more or less) in their working memory. **???? Design Tips:** - **Group content into small groups to improve processing, compression, and easy memorization of information.** 将内容分成小组，以提高加工、压缩和容易记忆的信息。 - **Keep in mind that short-term memory capacity varies by person, prior knowledge, and context. Don’t use the magical number seven to justify unnecessary design limitations.** 请记住，短期记忆能力因人而异，因先前的知识和环境而异。不要用神奇的数字7来为不必要的设计限制辩护。 #### ⏰ Time After filtering through information and assigning it meaning, the next stage of a users’ interaction is to take an action within a certain period of time. Here are a few design tips to encourage your users to take the action you want them to take in this time frame. ##### 10. INVESTMENT LOOPS The brain has a unique system that keeps us always looking for rewards. Habit-forming products collect information about user behavior and preferences with every session to craft an experience based on a loop of a trigger, action, reward, and investment. In other words, greater frequency translates to greater perceived utility. 大脑有一个独特的系统，使我们一直在寻找奖励。形成习惯的产品在每个会话中都会收集有关用户行为和偏好的信息，以便在触发器、行动、奖励和投资的循环基础上制作一种体验。换句话说，更高的频率会转化为更大的感知效用。 On Twitter, for example, the investment comes in the form of a follow. Even if there is no immediate reward, doing so renders the service more valuable and increases the likelihood of being used again. 例如，在Twitter上，投资是以关注的形式出现的。即使没有直接的回报，这样做也会使服务更有价值，并增加再次使用的可能性。 **???? Design Tip:** - Reward users for taking an action (making a purchase, referring a friend, etc.) 奖励用户采取某种行动（购买、推荐朋友等）。 ##### 11. COMMITMENT & CONSISTENCY Any interaction with a product is seen as a threat to users since it instinctively involves a compromise. Keep your initial request at the bare minimum and increase complexity as your user progresses through the conversion funnel. Remember, the smaller the commitment, the lower the threat. 与产品的任何互动都被视为对用户的威胁，因为它本能地涉及妥协。将你的初始要求保持在最低限度，并随着用户在转换漏斗中的进展而增加复杂性。记住，承诺越小，威胁就越小。 **???? Design Tips:** - **Start with agreeable actions to boost your users’ confidence. Once you have enough positive stimuli, invite them to take the big leap (make a purchase, acquire a subscription, etc.)** 从同意的行动开始，以提高你的用户的信心。一旦你有足够的积极刺激，就邀请他们进行大的飞跃（进行购买，获得订阅，等等） - **Break down large tasks into small simple steps to streamline the process. By doing so, you’ll reduce the cognitive load required to complete a task.** 将大型任务分解成简单的小步骤，以简化流程。通过这样做，你将减少完成任务所需的认知负荷。 #### ???? Memory After taking an action, users will store fragments of the interaction in their memory. Here’s how you can make that experience positive and more memorable for your users. 在采取了一项行动之后，用户会在他们的记忆中储存互动的片段。下面是你如何使这种体验对你的用户来说是积极的和更难忘的。 ##### 12. PROVIDE EXIT POINTS. Always provide exit points. Invite your users to exit at the peak of the experience. A delayed exit can harm the whole experience because it’s perceived as an unnecessary detour from the user’s main objective. 始终提供退出点。邀请你的用户在体验的高峰期退出。延迟退出会损害整个体验，因为它被认为是对用户主要目标的一种不必要的迂回。 **???? Design Tips:** - **Follow the example of YouTube or Netflix and consider creating a queuing system.** 仿效YouTube或Netflix的例子，考虑建立一个排队系统。 - **Include messages when a task is complete successfully.** ##### 13. PEAK-END RULE Users judge the experience by its peak and how it ends. They don’t evaluate the average or the sum of all micro-experiences. Peaks (highs or lows) and the end of the experience weigh heavily on the brain. 用户根据其峰值和结束方式来判断体验。他们不会评估所有微观体验的平均值或总和。峰值（高点或低点）和体验的结束对大脑有很大的影响。 **???? Design Tips:** - **Celebrate when users have completed a critical task.** 当用户完成一项关键任务时，要进行庆祝。 - **Provide clear starting points to end the experience at a high peak.** 提供明确的起点，在一个高的峰值上结束体验。 ##### 14. ZEIGARNIK EFFECT A task in progress creates a specific tension that can only be resolved upon completion. People remember incomplete or interrupted tasks rather than complete ones. Missing information causes stress that makes incomplete tasks more accessible and easier to remember. 一个正在进行的任务会产生一种特定的紧张感，只有在完成后才能解决。人们会记住不完整或中断的任务，而不是完整的任务。缺少的信息会造成压力，使未完成的任务更容易被接受，更容易被记住。 **???? Design Tips:** - **Invite your users to discover additional content.** 邀请你的用户去发现更多的内容。 - **Provide a progress indicator that will increase the chances your user compeltes the task.** 提供一个进度指示器，这将增加用户完成任务的机会。 ##### 15. STORYTELLING EFFECT It’s our natural impulse to impose order and give meaning to our observations. Stories reveal details about characters, places, and events creating an empathetic bond with our heroes. Meaningful stories can strike a chord that can trigger strong reactions and deep memories. 这是我们的自然冲动，要把秩序强加给我们的观察并赋予其意义。故事揭示了关于人物、地点和事件的细节，创造了与我们的主人公的共鸣纽带。有意义的故事可以打动人心，引发强烈的反应和深刻的记忆。 **???? Design Tips:** - **Use storytelling to convey a point of view to stakeholders.** 用讲故事的方式来向利益相关者传达观点。 - **Create a plot with a conflict to help users envision how they can overcome a problem using your design.** 创造一个有冲突的情节，帮助用户设想他们如何使用你的设计来克服一个问题。 ### On Writing Well: Notes From The Book origin: [On Writing Well: Notes From The Book](https://medium.com/personal-growth/on-writing-well-notes-from-the-book-53609d25ffbd) Here are the key points that jumped out at me while recently reading William Zinsser’s book *On Writing Well.* Zinsser taught writing at Yale. - Let go of thoughts of the finished article. - Ask yourself, “What am I trying to say? Is it clear for someone encountering the subject for the first time?” - What point do you want to make? Not two or five, but what single point do you want to convey? - Write for yourself, not for someone in mind — especially the masses or an editor. - You’ll write better about subjects you care about. - Don’t write what you wouldn’t say in a conversation. - Don’t use jargon. Just because a journalist, or a lawyer, or a politician uses a fancy term doesn’t mean you should. Especially if it’s not a word you would normally use in a conversation and likely don’t understand the meaning of. - Don’t mix tense. - Be precise and be bold. Don’t hide behind adverbs. Specific actions by specific people. - Don’t use a long word when a shorter one is available. Don’t use long sentences when you can break it up into two or three separate sentences. Don’t use long paragraphs when shorter ones will do. - Don’t use semi-colons. Use a period or a dash instead. - **Don’t hang onto something useless just because you think it’s beautiful.** - Don’t tell people why it’s interesting, or unusual. Make the point, don’t try to explain the point. Make the point self-sufficient. - Look for the human element in everything you write about. - Remember these four rules: **clarity, simplicity, brevity, and humanity**. - The main rule is to relax and be yourself. ## Misc - The Pursuit of Knowledge - And if the other person presumably doesn’t have the same knowledge we have we begin to feel a sense of superiority. **Knowledge, when unchecked by love, puffs us up with false pride and blocks our source of true wisdom.** - CBI | [Startup Continent: The top-funded tech startups in Europe](https://www.cbinsights.com/research/top-startups-europe-map/) -