100 Things Every Designer Needs to Know About People

Apply psychology and behavioural science to your designs

We design to influence behaviour. Whether the goal is to encourage a purchase, spark curiosity, or inspire action, effective design depends on understanding how people think, decide, and engage. Designing without insight into human behaviour is like navigating a new city without a map—results are often inconsistent, confusing, and inefficient.

Combining scientific research with practical, real-world examples, this guide helps you create more intuitive, engaging digital experiences. You'll learn how to design apps, software, websites, and products that align with the way people think, make decisions, and interact with the world around them.

Explore questions such as:

• What captures and holds attention?
• What makes memories stick?
• Which matters more: peripheral or central vision?
• Can you predict the types of errors people will make?
• What is the limit of a person's social circle?
• What is the optimal line length for text?
• Are some fonts more effective than others?

Samples

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