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Design can reach the peak of its efficiency when combined with excellent knowledge of psychology. Designers often rely on people’s reaction to different visual incentives in order to take the most of their designs.

As you can notice, the psychology applied is very basic and it doesn’t require you to be an expert in order to use its techniques. In fact, there are few basic guidelines and psychology principles which every designer should use to improve the effectiveness of his design.

Human reaction to visual stimuli is significantly more connected to the subconscious thoughts than it is to the conscious ones. Interestingly enough, it is very predictable. Designers should understand people’s perception and to anticipate the reactions they might have.

Understanding human behavior to deliver a better UX

Still, don’t worry if you don’t have the appropriate psychology or human factors training. With practice and experience, you will soon be able to distinguish which is the best design and to become a professional interface designer.

We suggest some outstanding examples for improving user experience, applicable for both software and hardware.

Contemplative Listening

Contemplative listening may as well be the most applied psychological principle in UX. It is a straightforward but gradual process of reflective attention, where designers focus on the needs of their customers and they reflect them back to prove they’ve understood them.

Observed from a psychological aspect, the procedure builds empathy, where the listener is focused on clarifying what has been said, while the orator starts feeling validated and free from any judgmental interruption.

With the improvement of their interaction, parties invest more and more trust into each other and they develop meaningful conclusions, which could not be reached otherwise.

Human Reaction

Understanding human behavior to deliver a better UX

Reactions are emotional products which are created in the central nervous system. They originate subconsciously, and they influence our actions in a manner which can hardly be controlled.

As self-aware and concentrated as you may think you are, you are still a human being. It is also time to let go of that cognition prejudice that there is a ‘higher force’ that can control and plan all of our actions and reactions.

According to modern psychology, a large part of our behavior is dominated by the so-called ‘old brain’, namely our survival instincts. This part of our mind is faster than any logical or conscious thinking and it takes the lead in every basic need we might have (food, reproduction, danger). In such situations, the brain triggers our ‘visceral reactions’ and we react in a fast and unexpected manner.

An overview of costs and benefits

We might be far ahead than our nomadic ancestors in many aspects, but we reflect a large part of their behavior. Even when our mind is dealing with a completely normal task, we are subconsciously calculating the energy we would need to perform it, the time or the worthiness of its results.

In the online world, this means that energy-inefficient or low-reward tasks are quite unlikely to be performed. Take the example of form and its meaning: large forms take time and energy, while short ones are easy to fulfill.

Understanding human behavior to deliver a better UX

In order to fulfill the long form and to do it properly, users would expect a valuable reward. Even if the reward is the actual information they were looking for, users may not find it valuable enough and they may turn to another site where the procedure is simpler.

The role of Hick’s law in design for human behavior

Hick’s Law must be applied when talking about costs and benefits. Firstly, if you give your users larger lists of possibilities to choose from (pages, images, texts, etc), you are automatically wasting more of their energy.

That energy waste grows and grows to a point where a user cannot really estimate the benefit of complying with your requirements.

Psychology can solve this problem too-you can apply simple psychology principles and you will estimate how people will react to every aspect of your design.

Device inertia

As we already explained, the reason for users’ apathy towards an item/service is that their cost will be higher than their benefit.

Switching devices is a very good example which can explain this-replacing your current screen with a bigger one may seem a good idea at first (larger pictures, better comparisons), but at the same time you would have to approach a different device, do a navigation to the desired site, and do the same search all over again.

Understanding human behavior to deliver a better UX

Yes, it sounds like a waste of time. This is exactly when users start experiencing device inertia.

Assuming that the user did a detailed calculation between energy and time expenditure, and the ones he would have saved, and the result would be standing in favor of the optimal device with better quality, he would move and he would use it for a longer time.

However, the calculation would most probably stand in support of the current device, and he would stay had there been only one more interaction.

The reason is that people are prone to short-term planning. Their tendency is to go step by step, avoiding the risk of taking more than a single step ahead.

Behavior and the feeling of power

Let me use a personal example to explain this connection – I have a friend who is very intelligent and never lazy. Still, she holds tight to suboptimal online methods that she had established herself, and she is not willing to change them. Here is why:

  • She was the one to discover the methods first.
  • It hasn’t crossed her mind that there is software which can make the accomplishment of her tasks easier and simpler.
  • She is satisfied with her methods and she thinks they are good enough.

Psychology calls this state momentum behavior. It usually occurs when people decide to stick to a familiar option, instead of looking for something new that could actually help them. Down that road, they become used and loyal to those methods and they deny any other interface element.

‘Picky’ attention

Understanding human behavior to deliver a better UX

Face it – not every element you put on the screen will be noticed. In fact, due to the design type, the particular situation or the user’s preferences, most of the elements will be ignored.

But is this good or bad for your user? Firstly, picky attention is a result of our cost/benefit calculations and it is directly dictated by our nature and the process of evolution. When people are overwhelmed with incentives, they are mentally unable to pay equal attention to all of them.

Take a Manhattan street as an example – if you could pay the same attention to stylish people’s outfits, or the unpleasant smell of garbage containers as you pay to traffic, you’d probably end up under the wheels of some rushing car.

People are ‘programmed’ in a way to pay attention to the most important incentives and to ignore those which are less interesting or menacing to their wellbeing.

Design for human behavior: Solutions

Understanding human behavior to deliver a better UX

It is a designer’s obligation to help his users to stay focused and to derogate from device inertia, momentum behavior or picky attention. These are the strategies that could help:

  • Choose the important tasks and the important devices and focus on them. If you don’t know which ones, search for the most commonly used.
  • Don’t expect your users to switch devices in order to perform a specific task.
  • Make sure that your users have no problems when syncing information throughout various platforms. Make it really easy for them to resume or restore the work done on a particular device when they start using another one.
  • Take behavioral research seriously. Analyze the way in which people perform tasks and make sure to implement the most reliable/usable one.
  • Refrain from you think is an important UI element. You might be considering including advertisements or similar content, but you need to make sure it is not exactly the thing your users would ignore.

Most of all, avoid blaming your ‘lazy’ users for the failure of your design solutions. If they are not applying it, it may not be as good as you thought.

The way people think nowadays is a product of long evolution, and users are not very likely to change their mental resources just because your app requires them to act differently. Learn the basics of designing apps and start from there.

The effect of expectations

 Understanding human behavior to deliver a better UX

The moment when you are introducing a new product to a particular target group is the moment when people will be most susceptible in terms of being convinced to go for it. Therefore, you have to ‘touch’ their needs and emotions with clear illustrations and credibility statements.

Looking at the iPad and its first releases, the producers were faced with extreme levels of expectations and they still managed to communicate properly and to release products which were clearly synchronized with those expectations.

You may be really convinced of the quality of your product, but checking their videos and rethinking your persuasion methods may still help you.

The mental model

 Understanding human behavior to deliver a better UX

Interface design and improving user experience consist of two separate models: Systematic models (explaining the system’s operation) and interaction models (explaining the way in which people interact with that system).

United, these models create the so-called mental model which ought to be ‘absorbed’ by the users. The user can either approve or refuse the model, using his previous experience with digital products. What you need to ensure is that your model will comply with their interpretation of your design.

Long story short, the model needs to be an effective combination of system and interaction, which looks like something efficient, which could satisfy the needs of users.

Preference or performance?

Understanding human behavior to deliver a better UX

The most common mistake of designers and businessmen is that they believe that users’ affection to a certain product automatically means that the product is efficient and ensures excellent performance.

People are not really able to distinguish between the product they want to purchase and the product that could really improve their abilities by using it. Unfortunately, they often make poor choices of products that are not really helpful. The main problem is that they remain unable to compare and to understand their mistake.

The most appropriate tactic to determine whether a user is really satisfied with a product is to observe the way he is using it. Obviously, you are not supposed to make surveys and interviews, but to remain on the side and to monitor the interaction.

You should pay attention to their results, rather than their approach, and to decide how your product could benefit from it. As simple as it sounds, this is a tactic employed by the best products and outstanding producers-they made a solid, well-informed decision.

Final thoughts

What could be more useful for a successful design than a proper understanding of its potential users?

Each psychology principle shouldn’t be implemented in web design, but the proper understanding of a set of important concepts could be the shortcut to outstanding results.

Therefore, keep users’ mind in your mind. Make sure there is a balance between your product and their mindset and learn everything about it.

 

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Lightroom presets today have become an indispensable assistant in the work of retouchers; every company that somehow relates to photography offers its customers sets of free Lightroom presets for various genres of photographs. Therefore, it makes sense to consider free professional Lightroom presets from a well-known company FixThePhoto.

Probably, all people are so missing the old black and white films and photos that specialists create different B & W Lightroom presets and filters with this. The set will please you with soft, matte and chocolate effects in black and white.

The best free presets for Lightroom

These are very soft and warm effects, and if you want to plunge into the past with such photos, this set of presets for Lightroom is the best way to do it.

The best free presets for Lightroom

If you do not want to discolor the picture, but try to tone down, add monochrome and matte, then the technology of cross processing Lightroom is needed. 10 of the most interesting types of automatic filters that will help you bring to the collection of their photos a piece of a vintage and extraordinary look.

The best free presets for Lightroom

The next 10 sets of settings are designed to edit the happiest, joyful photos with lovers these are wedding photos. These top Lightroom presets for weddings will help to process a large number of photos coincidently and, at the same time, in the one style.

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FixThePhoto company decided to allocate a separate collection of free Lightroom presets for weddings with the matte effect. The collection includes warm, contrasting, vintage and other effects that help create a certain mood in the photo.

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Pastel tones are in every wedding photo, because these soft effects can convey all the tenderness of the feelings of two lovers.

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Apparently, the FixThePhoto service staff decided to simplify the search for the trendiest and popular filters that gathered all top rated Lightroom presets in one compilation.

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In the FixThePhoto blog they wrote how to avoid long seating at the computer and dissatisfied customers if you download them adobe Lightroom presets free.

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Free Lightroom presets for newborns and their settings perform the transformation of small children photos with minimal interference.

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The best free Lightroom presets for portraits you can find in this collection. See for yourself by downloading and testing them in your portraits.

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A selection of the most popular effects continues in the section of free portrait presets for Lightroom in the style of the film. The variety of filters is amazing: toning, granularity, vintage and beige, will suit any portraits and will help to depict the charisma of the object.

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Since fashion photography requires flawless portraits with perfect skin of models and stylish image post processing then there are these top free portrait Lightroom presets for creating cool fashion photos.

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If you do not know how to more accurately convey the entire palette of colors of nature and landscapes, then these amazing free Lightroom presets will help to make it as good as possible.

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Soft or bright rays of the sun will be able to touch every spectator, if you experiment with different effects from this collection.

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Any darkened or lighted by the setting sun photo can transform just like these free photography presets.

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How to diversify photos of city blocks with gray houses and high-rise buildings? Of course with the help of these top 10 Lightroom presets, the settings of which will turn even the most ordinary city photo into something amazing.

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To color the streets of different cities or people against the background of the city’s turbulent life you can by the aid of the best Lightroom presets.

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Fans of cars and photographers of machines will certainly be pleased with these filters, as they will significantly reduce their editing time.

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Free HDR presets for Lightroom will suit absolutely different photos and will add to them the brightness and saturation of colors, and some cool effect that will hold your look.

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Top Lightroom presets for photographers who prefer to rest during the day, rather than to perform step-by-step enhancing of photos from nightclubs and other evening events.

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All the most popular effects such as matte, pink light, green shadows and HDR soft are now collected in one set of plugins that give old-fashioned photos.

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For the autumn period, when nature pleases the eye with bright and at the same time muffled colors, these autumn filters are capable of shading all its beauty, and no one forbids applying them to different genres of photography.

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We continue the selection of natural light Lightroom presets with these thematic filters for warm weather and the opportunity to convey this atmosphere through a photo.

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All kinds of cool tones that look great on any photo can be achieved by changing the white balance, temperature contrast and other settings. But it will be easier to do with the proposed top free Lightroom presets.

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You do not need to spend time tuning the contrast curves, everything will be made by the filters if you download Lightroom presets.

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Fans of dark deep photos with skillfully underlined details will appreciate the work of FixThePhoto specialists, the results of which were embodied in 10 dramatic effects.

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There is nothing more pleasant and useful than working with quality and professional Lightroom presets.

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60 Years of Logos: Chermayeff Geismar

Directed by Dan Covert of Dress Code[1], '60 Years of Logos' honors Ivan Chermayeff and Tom Geismar[2]'s collaboration for more than a half of century, which produced some of the most enduring and defining logos of the modern age - NBC, Chase, PBS, Showtime, Pan AM, Univision, National Geographic, NYU, The EPA, and MoMA.

References

  1. ^Dress Code (www.dexigner.com)
  2. ^Ivan Chermayeff and Tom Geismar (www.dexigner.com)

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Concepts Releases Version 5 Featuring New Drag and Drop Features

Concepts, the award-winning iOS design application from TopHatch, has released Concepts 5, fully integrating with Apple's iOS 11 for enhanced workflow and performance. The app's powerful combination of vector math and traditional tools like pencil, Copic markers and watercolor allows creatives to explore complex ideas naturally and design professionally on a mobile device.

"We're constantly pushing for the best experience possible so people can design faster and more focused than ever before," commented Ben Merrill, CEO of TopHatch and creator of Concepts. "Version 5 provides designers with deeper customization, a simpler experience, and careful integration with the latest technologies in iOS 11. With 18 months of feedback from designers to guide us, we've created the most advanced and flexible design app on the market. Our goal is to make it easy for people to design from anywhere and stay connected with their clients and teams."

Concepts 01Concepts 02Concepts 03Concepts 04

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The branding work of Ivan Chermayeff

You may never have heard his name, but Ivan Chermayeff was one of the most influential designers of the 20th century. Unfortunately, I must write “was”, because the logo design expert died last week at the age of eighty-five. In his over 60 years career, Chermayeff designed some of the most memorable logos, many of which became iconic, such as the NBC, PanAm, Chase Bank, or National Geographic logos. In this post you can find a tiny sample of his work, you’ll see more on his professional website.

The branding work of Ivan Chermayeff
The branding work of Ivan Chermayeff
The branding work of Ivan Chermayeff
The branding work of Ivan Chermayeff
The branding work of Ivan Chermayeff

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