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

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How People Decide

Whether or not you intend for people to make decisions as they interact with your designs, they will be making decisions. Because people make decisions constantly: little ones, big ones, simple ones, complex ones. Research in psychology shows that most of these decisions are made unconsciously. Neuroscientists can now look into the brain and see how and where and when and why decisions are made. The results coming out of this new field may surprise you.

14 People Make Decisions with System 1 (Truthiness) Thinking

In October 2005, Stephen Colbert, an American political satirist, used the term “truthiness” during the pilot of his program The Colbert Report.

Colbert described truthiness as knowing in your gut that something is ...

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