1 00:00:00,000 --> 00:00:04,594 [MUSIC] 2 00:00:04,594 --> 00:00:06,919 Designing websites and apps requires a 3 00:00:06,919 --> 00:00:10,519 thorough understanding of technical languages and tools. 4 00:00:10,519 --> 00:00:14,061 But, part of your mission as a designer or developer, 5 00:00:14,061 --> 00:00:18,590 is understanding how and why people use what you build. 6 00:00:18,590 --> 00:00:21,040 Since the beginning of the web, designers have been trying to get 7 00:00:21,040 --> 00:00:25,990 people to click on their links, make purchases, and basically do their bidding. 8 00:00:25,990 --> 00:00:27,220 In fact, this has been going on 9 00:00:27,220 --> 00:00:30,490 for thousands of years, just without the websites. 10 00:00:30,490 --> 00:00:34,940 Designers across the ages have created newspaper headlines, 11 00:00:34,940 --> 00:00:39,330 advertisements, product packaging, commercials, and big bright signs. 12 00:00:39,330 --> 00:00:43,260 All in an effort to get people to do something. 13 00:00:43,260 --> 00:00:46,350 But, as any designer knows, it takes more than a 14 00:00:46,350 --> 00:00:50,110 big giant arrow to make people move in a certain direction. 15 00:00:50,110 --> 00:00:51,930 Design can't do everything. 16 00:00:51,930 --> 00:00:55,790 There needs to be a perceived value waiting ahead. 17 00:00:55,790 --> 00:01:01,390 Users must be confident that they'll find it and be compelled to take that path. 18 00:01:01,390 --> 00:01:05,830 Communicating all of that can be tough with limited space these days. 19 00:01:05,830 --> 00:01:08,780 You know, that limited space may be squeezed into pixels on an iPhone. 20 00:01:10,060 --> 00:01:12,000 Well you might be thinking to yourself, I 21 00:01:12,000 --> 00:01:15,410 don't really wanna use psychology to alter my designs. 22 00:01:15,410 --> 00:01:17,861 I don't wanna mislead people, or manipulate people 23 00:01:17,861 --> 00:01:20,930 into doing something that they don't wanna do. 24 00:01:20,930 --> 00:01:24,960 Well, as long as you are presenting honest and helpful designs, 25 00:01:24,960 --> 00:01:29,660 you are using these techniques to provide benefits for your users. 26 00:01:29,660 --> 00:01:34,370 Psychology is the study of the mind, and especially, behavior. 27 00:01:34,370 --> 00:01:37,700 By understanding the connection between psychology and design, 28 00:01:37,700 --> 00:01:40,080 as well as marketing and language, you can 29 00:01:40,080 --> 00:01:43,610 create designs, calls to action, even pieces of 30 00:01:43,610 --> 00:01:47,820 text that are more usable, effective, and compelling. 31 00:01:47,820 --> 00:01:51,240 So, not only should your users enjoys the sites and apps that 32 00:01:51,240 --> 00:01:55,770 you create, they will use them in ways that benefit everyone involved.