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Design for the Mind: Seven Psychological Principles of Persuasive Design
Ebook Free Design for the Mind: Seven Psychological Principles of Persuasive Design
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About the Author
Victor Yocco, PhD, is a research director at a Philadelphia-based digital design firm. He received his PhD from The Ohio State University, where his research focused on psychology and communication in informal learning settings. Victor regularly writes and speaks on topics related to the application of psychology to design and addressing the culture of alcohol use in design and technology. He can be found at www.victoryocco.com or @victoryocco on Twitter.
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Product details
Paperback: 240 pages
Publisher: Manning Publications; 1 edition (July 4, 2016)
Language: English
ISBN-10: 9781617292958
ISBN-13: 978-1617292958
ASIN: 1617292958
Product Dimensions:
7.3 x 0.4 x 9.2 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
8 customer reviews
Amazon Best Sellers Rank:
#1,026,437 in Books (See Top 100 in Books)
Item as described, with prompt shipping - two thumbs way up!
As a software developer, I tend not to read a lot of 'soft' skills books, but I was pleasantly surprised with this one.There's a lot to like with this book, the first thing that grabbed me was the effort the author spent on helping the reader get to the material most relevant for them.For example, there's a cheat sheet at the end of chapter one that identifies your aims or market and directs you to the topics of most relevance to you.I would love to see this feature in more books.As a user of many web sites including the one you're reading this review on right now, I find it fascinating to see the author take a site I'm familiar with, select a feature from that site I've found compelling and then break down that feature to demonstrate the underlying physiological technique behind them.The author uses a lot of real world web sites, so it's nice to see the theories demonstrated in real life situations .It's also nice to have the science behind things like social Identity explained, as we all want to build sites that have strong user engagement.I think this book will help me understand the end-user with a lot more depth than before when designing new websites .
A widening river of distractions and data runs through our brains every day. And this huge flow makes it tough for businesses and organizations to catch and hold our attention long enough to convince us to buy a product or service, donate to a cause, or volunteer. Victor Yocco's "Design for the Mind" offers "seven psychological principles of persuasive design." So there should be little mystery about the book's focus and Yocco's approach. "I am unabashedly pro persuasive design," he writes. "I think persuasion has a bad rap--but I understand why. The word typically conjures up an image of a smooth-talking salesperson, someone who doesn't have your best interests in mind. In design, this can mean trickery and deceit through dark patterns. I'm not writing a book about that kind of persuasion. I'm writing about making your experience persuasive by making it easy to use, by using psychology to improve your design, and by getting people to engage in behaviors they were already considering." He adds: "Persuasion is part of our everyday lives, whether or not we acknowledge it. People need to be persuaded, not because they're dumb or should be tricked, but because most people don't have the time to waste mental resources on making many of life's less complicated decisions.You also know that your competitors are actively trying to persuade users to try their product."Yocco's book aims to help you understand "how people think, behave and react: and help you "learn how to think like your users" and "communicate the needs of users."The 10-chapter book is divided into four major parts:1. Introducting the Application of Psychology to Design2. Why Do Folks Act like That? Principles of Behavior3. Principles of Influence and Persuasion: Not as Evil as You'd Think4. User Experience Design: Putting It All TogetherYou won't get all possible answers from this well-written, adequately illustrated book. But you will get a clear view of many factors and possibilities you must consider while trying to persuade potential customers, donors, volunteers or others who come to your website. And the book's end-of-chapter exercises can help you measure and apply what you have learned.What the book does not cover is "research to make your design decisions," Yocco states. "I advocate having trained researchers collect data. You'll obtain higher quality data and better recommendations from a trained researcher." Likewise, if you are not trained in how to do such research, the book can help you better understand "what types of questions researchers should ask and whom they should ask."(My thanks to Manning for providing a review copy.)
"Design for the Mind" is a very well-written book that brings together principles of psychology with design of digital systems (specifically web and mobile apps). I found Yocco's writing style to be very engaging and approachable. This was a relief, as my expectation was that the book might be too academic for my taste. Yocco does a nice job of referencing psychology texts where appropriate, but explains the academic principles in a way that a layperson can understand.I also found the example web sites with detailed screenshots to be very supportive of his points in the text. The preface also gives the reader a great preview of what the book contains and what it doesn't. (I was glad to discover that Yocco does not advocate user deception in any form.) This is not a book on design for digital; it is a book about applying psychological ideas to digital design.This is a book that I will not only recommend to my retired psychology professor father, but one I'll recommend to my design colleagues as well.(Manning Publications provided me a copy of this book for review purposes.)
Whether you want to create better digital products, design a presentation, convince team members or your boss or your customers about something Victor Yocco has written a book describing how you can use the methods and tools of influence and persuasion to do this. Although Victor focuses on digital design the background material and some of the ideas can easily be used for other purposes.The outset are the scientific methods and how each of these can be used to improve digital designs. Most chapters have a good structure providing an introduction to the method from a scientific point, then explaining what this means for digital design and finishing with plenty of exercises which allows you to practice the content.The book is full of examples and although some of them seem obvious (because we have seen them so many times) getting them in context of the methods and thus understanding why this kind of design works is very useful.I have not read other books that have a similar approach to digital design and as such I find the material very useful. There are other more detailed books on influence and persuasion if that is what you are really looking for although this book provides an excellent introduction. I do think this book is a useful tool, but obviously not the only one to create a compelling and convincing digital product.Why not 5 stars?Although not difficult, I did not find the language and sentences fluid which makes the book slightly heavy to read.
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