100 Things Every Designer Needs to Know About People

In "100 Things Every Designer Needs to Know About People," Susan Weinschenk distills research from psychology, neuroscience, and behavioral science into concise, evidence-based guidelines for designers of websites, apps, products, and interfaces. Published in 2011 as part of the Voices That Matter series, the book organizes its hundred lessons into ten broad sections covering how people see, read, remember, think, focus attention, feel, make decisions, and interact socially, along with how motivation and unconscious processing shape behavior. Each of the hundred entries follows a consistent format: a principle stated plainly, a short explanation grounded in cited experiments, and practical design takeaways. Weinschenk draws on classic findings such as George Miller's work on working memory limits, the phenomenon of inattentional blindness demonstrated in Daniel Simons and Christopher Chabris's gorilla experiment, and research on the fusiform face area explaining why people notice and remember faces. She explains why peripheral vision influences central focus, why people read in expected patterns like the F-pattern, why stories and concrete examples are recalled better than abstract data, and why progress indicators and feedback keep users engaged. Other recurring ideas include the role of dopamine in seeking behavior, the finding that people are more motivated by wanting than by liking, the value of committing to small steps toward a goal, and the tendency to attribute others' behavior to personality while excusing our own mistakes as situational. Weinschenk also addresses multitasking myths, the limits of self-report, and the importance of unconscious cues in decision-making. The result is a reference designers can dip into for specific problems rather than a single sustained argument, though its overarching message is consistent: effective design accounts for how human perception, cognition, and emotion actually operate rather than how designers assume they do.