[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