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100 MORE Things Every Designer Needs to Know About People by Susan Weinschenk

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How People Think and Remember

Some people say that humans are irrational and illogical. Logic and rationality are not the brain’s normal mode. This chapter looks at how people usually think and examines some of the newest research on how memories are formed and retrieved.

10 People use Two Kinds of Thinking

Try for 30 seconds to multiply these two numbers in your head, not using pen and paper or a calculator:

17 x 24

It’s difficult to do in your head—most people I ask this of give up in a few minutes. It’s just too hard.

Here’s another task. Look at the photo in Figure 10.1 and decide what it’s a photo of.

Image

FIGURE 10.1 What is this a photo of? ...

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