How to Shape Human Behavior

How to Shape Human Behavior takes you step-by-step through every phrase of shaping human behavior needed to build a successful, consumer-centric business.

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For body text that will be presented in larger blocks or that will be read by users in longer stretches - simpler typography is better. Consumer's eyes quickly get tired trying to take in lots of text in a more ornate typeface. That’s why simple fonts like Helvetica or Times are so widely used.

The Elements of User Design by Jesse James Garrett

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Color can be one of the most effective ways to communicate a brand identity. Companies consistently using specific colors over the years create a stronger sense of their identities in the public’s mind.

The Elements of User Design by Jesse James Garrett

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Consumers respond positively to companies with clearly defined identities. Inconsistent visual styles undermine the clarity of your corporate image and leave your audience with the impression that you haven't quite figured out who you are.

The Elements of User Design by Jesse James Garrett

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Segment customers so that you can meet demands more directly and profitably. Establish the criteria by which customers should be grouped (age, income, credit history, purchases, demographic, etc), then offer products and services tailored to thoses segments.

Best Practices by Arthur Anderson

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Brands have become publishers. But one thing remains unchanged: the quality of the writing makes the difference. We keep hunting for the right word, the most skillfully crafted phrase. Our profession has inspired some wonderful pieces of writing and many striking titles.

Jet>Lag by Jean-Marie Dru

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Every experience we have - not just with products and services, but with the world and with each other - fundamentally comes to us through our senses. In the design process, this is the last stop on the way to delivering an experience to our users: determining how everything about our design will manifest to people’s senses.

The Elements of User Design by Jesse James Garrette

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When a project fails, we take as our starting point the principle that it’s a conversation that didn’t work out the way it should have, but that doesn’t change anything from the fact that we made an effort to serve an idea we believed in.

Michael Amzalag in The Designer Says: Quotes, Quips, and Words of Wisdom

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Not all customers are created equal, nor do they behave or look the same. And what they need on Monday may differ markedly from what they request on Thursday.

Best Practices by Arthur Anderson

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If it involves providing users with the ability to do things, it’s interface design. If it involves providing users with the ability to go places, it’s navigation design. If it involves communicating ideas to the user, it’s information design.

The Elements of User Design by Jesse James Garrette

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Many say that price is the single most important communicator of what a company wants to say about a product or service. A company can use pricing strategy to solidify its market position and build perceptions of value and quality in the minds of its customers.

Best Practices by Arthur Anderson

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Not only will your different groups of users have different needs, but sometimes those needs will be in direct opposition. Novices might need a step-by-step, but that would hinder experts who want a unified interface that provides rapid access to a wide range of functions. Obviously, you can’t meet both sets of user needs with a single solution.

The Elements of User Design by Jesse James Garrett

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A graphic designer usually makes hundreds of small drawings and then picks one of them.

Bruno Munari in The Designer Says: Quotes, Quips, and Words of Wisdom

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Your Web site will have a structure whether or not you plan it out. The sites that are built according to a clear structural plan tend to be the ones that require less frequent overhauls, produce concrete results for their owners, and satisfy the needs of their users.

The Elements of User Design by Jesse James Garrett

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We need to understand what attracts our customers to us or to our competitors in the first place and what value we can add to the products and services they buy.

Best Practices by Arthur Anderson

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The retail store model is so widely used on the Web that it’s taken on the status of a convention. If your users do a lot of shopping on other Web sites, you’ll probably want to stick to that convention. Using conceptual models people are already familiar with makes it easier to adapt to an unfamiliar site.

The Elements of User Design by Jesse James Garrett

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There is a well-known rule about our profession - always highlight the product’s exclusive features.

Jet>Lag by Jean-Marie Dru

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Communicating a brand identity is a common strategic objective for a Web site. Brand identity comes across in many ways - in the language you use or in the interaction design of your site’s functionality - but on of the main tools used to communicate brand identity is visual design.

The Elements of User Design by Jesse James Garrett