100 Things Every Designer Needs to Know About People (Voices That Matter)

Use a shorter line length (45 to 72 characters per line) if reading speed is less critical.

People use peripheral vision when they look at a computer screen, and usually decide what a page is about based on a quick glimpse of what is in their peripheral vision.

Use images of up-close faces.

If you think people might be filtering information, use color, size, animation, video, and sound to draw attention to what’s important.

Use patterns as much as possible, since people will automatically be looking for them. Use grouping and white space to create patterns.

Don’t make assumptions. What is obvious to you as the designer may not be obvious to the people using what you’ve designed.

Use a large point size for text that will be read on a computer screen. This will help to minimize eye strain.

People enjoy being part of a reward program. When compared to customers who were not part of the program, Kivetz found that the customers with reward cards smiled more, chatted longer with café employees, said “thank you” more often, and left a tip more often.

Don’t just give people evidence that their belief is not logical, or tenable, or a good choice. This may backfire and make them dig in even harder.