100 Things Every Designer Needs to Know About People Summary

Great design isn't just about how things look—it's about understanding how people think, see, remember, and behave.

1. Vision Operates on Patterns and Peripheral Awareness

Human beings rely heavily on peripheral vision to take in their surroundings and look for patterns to make sense of what they see. Central vision is for focused detail, while peripheral vision helps spot movement or unusual stimuli.

Our ancestors used peripheral vision for survival, detecting threats like predators while focusing on tasks. This evolutionary trait still influences us today. For example, flashing web ads on the sides of screens use peripheral vision to grab attention because our eyes instinctively notice them.

Patterns, whether obvious or subtle, help simplify the vast amount of information we constantly absorb. Even with a seemingly random arrangement of objects, the mind seeks to identify patterns for easier processing. From geometric shapes to sequences of numbers, patterns reduce cognitive load and increase understanding.

Examples

• Advertising banners on websites positioned on the edges to catch peripheral vision
• Human tendency to group dots into recognizable pairs or sequences when presented in a straight line
• Spotting animals camouflaged in the wild by detecting their movement through peripheral vision

2. Bite-Sized Information Sticks Better

People process information in smaller chunks, which makes it easier to absorb and remember. Cognitive overload happens when too much data is presented at once.

Splitting material into digestible units increases retention. The ideal number of elements to convey together is four. For example, American phone numbers are grouped (e.g., 642-374-3847) to leverage brain-friendly formatting, making them easier to recall.

Progressive disclosure is another way to organize information. By presenting key details first and allowing users to explore more as needed, designers simplify complex interactions. This empowers users to navigate a product or service without stress.

Examples

• Digital menus that use progressive disclosure to show categories first, then drill down into subcategories
• Phone numbers split into groups of three or four digits
• Presentations with content broken into headings and subpoints, reducing cognitive strain

3. Stories Enhance Memory and Engagement

Stories are the most effective tools for embedding information into long-term memory. The human brain is wired to follow narratives because they link sequences of events, aiding comprehension and recall.

Aristotle’s three-act structure – a beginning, middle, and end – provides a proven framework. Humans naturally look for causation in a story, making them more likely to retain its contents. Stories create emotional connections, further deepening memory retention.

Organizing content using clear categories and headings also helps readers process details. Narratives that connect real-life contexts or emotions leave lasting impressions, particularly when they play on familiar scenarios.

Examples

• Marketing campaigns using customer anecdotes instead of plain product descriptions
• Tutorials that teach concepts through relatable metaphors or analogies
• Historical timelines presented as personal journeys rather than strict fact lists

4. Empathy and Imitation Make Shared Experiences Powerful

Mirror neurons in the brain cause people to unconsciously copy the actions or emotions they see in others. When someone smiles at you, for instance, you're likely to smile back.

This mirroring effect supports empathy, which allows individuals to emotionally understand others’ experiences. Stories can evoke empathy by triggering visual and emotional responses. Consequently, a relatable and empathetic design communicates better.

People also follow predictable social rules during interactions. Online platforms that violate these expectations – such as unresponsive sites – feel frustrating, similar to being ignored in conversation. Designs should mimic these familiar human dynamics to feel approachable.

Examples

• Social media posts that spark empathy, making followers more likely to engage
• Websites with intuitive navigation that simulate polite human interaction
• Brand campaigns that show human struggles or triumphs, fostering emotional bonds

5. Minimize Distractions to Foster Flow

People’s minds naturally wander, often disrupting concentration. Designing to minimize distractions keeps users engaged, helping them enter a "flow state" where they’re deeply absorbed in a task.

Breaking information into smaller segments or using visual and interactive elements to guide attention helps maintain focus. Structuring tasks into specific, manageable goals encourages flow, particularly if distractions are removed entirely.

Flow states emerge when people are productively challenged, creating a rewarding sense of achievement. In contrast, cluttered or disorganized layouts dilute focus and deter progress.

Examples

• Simple app interfaces encouraging step-by-step progress rather than overwhelming users upfront
• Game designs with achievements visible only after reaching certain levels
• Workout apps visually tracking goal completion while avoiding extraneous features

6. Dopamine Drives Motivation Through Feedback

Dopamine, a pleasure-inducing brain chemical, powers motivation by providing small rewards for progress. Any feedback – even as simple as a ‘like’ notification – delivers a dopamine boost that encourages behavior repetition.

In design, gamified feedback loops can engage users. From push notifications to visual milestones, dopamine triggers are valuable tools for maintaining excitement. Design elements that provide a sense of reward at every interaction keep users coming back.

Closer goals amplify motivation through the goal-gradient effect. Users speed up their efforts when milestones seem attainable, making progress more satisfying and addictive.

Examples

• Loyalty-based coffee cards that show progress visually, nudging users toward frequent stamps
• "Completion bars" in user profiles that incentivize filling personal details
• Smartphone tasks that enhance productivity through rewarding progress markers

7. People Prefer Choice, But Not Too Much

Too many choices overwhelm decision-making, yet no options at all deprive users of control.

Striking a balance is key, using the illusion of choice to empower users while subtly guiding outcomes. Offering multiple variations of a single category – like phone colors – mimics considerable control without complicating decisions.

Designers should aim for simple, structured menus when presenting alternatives. Fewer but clearly organized options reduce cognitive strain while upholding satisfaction by honoring the desire for autonomy.

Examples

• Music streaming apps offering “curated playlists” instead of leaving users lost in vast libraries
• Supermarkets limiting ice cream choices to flavor categories rather than innumerable brands
• Tech setups allowing users to pick from predefined themes

8. Incorporate Playful Surprises

Adding unpredictable but pleasant surprises into a design enhances enjoyment and keeps people intrigued. Surprises release dopamine, creating moments of delight that make interactions memorable.

Whether through unexpected animations, sound effects, or unexpected content, delightful surprises prompt users to re-engage. However, consistent use of predictability should underpin the shocking moments so users feel oriented overall.

Surprising design touches elevate ordinary user experiences, making interfaces feel more dynamic and engaging.

Examples

• Apps with celebratory animations after completing stages or tasks
• Websites delivering quirky loading messages during processing delays
• Emails or messages containing unexpected rewards for repeated actions

9. Designing for Forgetfulness

People forget intentionally, saving mental space for priorities. Designers can lean into forgetfulness by ensuring easy-to-find solutions when people cannot remember key details.

Placing reinforcement cues in designs – like reminder emails, intuitive lookup tools, or visual triggers – supports quick retrieval of forgotten information. The ability to seamlessly pick up where they left off minimizes frustration.

Integrating universal reminders into the initial design ensures users won’t struggle to re-learn forgotten content.

Examples

• Password reset prompts for login-based websites
• Apps using onboarding tutorials available on demand for later use
• Search toolbars prominently placed where users gather content most often

Takeaways

1. Use storytelling to connect emotionally and make your designs meaningful and unforgettable.
2. Build engagement through small, motivating rewards like visual progress trackers or push notifications.
3. Streamline design to reduce cognitive load while allowing users to explore manageable choices.