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Soft Skills

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Introduction

1:56 with Dan Gorgone

By understanding the connection between psychology and design - as well as marketing and language - you can create designs, calls to action, even pieces of text that are more usable, effective, and compelling.

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    [MUSIC] 0:00
    Designing websites and apps requires a 0:04
    thorough understanding of technical languages and tools. 0:06
    But, part of your mission as a designer or developer, 0:10
    is understanding how and why people use what you build. 0:14
    Since the beginning of the web, designers have been trying to get 0:18
    people to click on their links, make purchases, and basically do their bidding. 0:21
    In fact, this has been going on 0:25
    for thousands of years, just without the websites. 0:27
    Designers across the ages have created newspaper headlines, 0:30
    advertisements, product packaging, commercials, and big bright signs. 0:34
    All in an effort to get people to do something. 0:39
    But, as any designer knows, it takes more than a 0:43
    big giant arrow to make people move in a certain direction. 0:46
    Design can't do everything. 0:50
    There needs to be a perceived value waiting ahead. 0:51
    Users must be confident that they'll find it and be compelled to take that path. 0:55
    Communicating all of that can be tough with limited space these days. 1:01
    You know, that limited space may be squeezed into pixels on an iPhone. 1:05
    Well you might be thinking to yourself, I 1:10
    don't really wanna use psychology to alter my designs. 1:12
    I don't wanna mislead people, or manipulate people 1:15
    into doing something that they don't wanna do. 1:17
    Well, as long as you are presenting honest and helpful designs, 1:20
    you are using these techniques to provide benefits for your users. 1:24
    Psychology is the study of the mind, and especially, behavior. 1:29
    By understanding the connection between psychology and design, 1:34
    as well as marketing and language, you can 1:37
    create designs, calls to action, even pieces of 1:40
    text that are more usable, effective, and compelling. 1:43
    So, not only should your users enjoys the sites and apps that 1:47
    you create, they will use them in ways that benefit everyone involved. 1:51

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