May 2023
Intermediate to advanced
132 pages
13h 52m
English
book
Universal Principles of Design, Updated and Expanded Third Edition
by William Lidwell, Kritina Holden, Jill Butler
Content preview from Universal Principles of Design, Updated and Expanded Third Edition
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050 Diffusion of Innovations
A theory describing how new things gain acceptance in a population over time.
Diffusion of Innovation is a theory that explains how new ideas, behaviors, or products gain acceptance and are ultimately adopted by people over time. Adoption of the new does not happen evenly across a population but, rather, spreads through the population by subgroups. Understanding the unique characteristics and preferences of these subgroups can inform design and marketing strategy, increasing the probability of adoption.1
There are five established subgroups:
- Innovators — People who want to be the first to try out new things. They are willing to take risks, forgive bugs for being on the cutting edge, and make willing beta testers. ...
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