Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
Humans can explain why they consciously act, but it’s hard to clarify their unconscious actions . When we can’t explain our unconscious behaviors, we often feel a sense of fear. We perform many actions unconsciously without realizing it, but if we can’t explain why, our brains invent their own stories . Humans are naturally drawn to and affected by stories. Fear arises when we’re in a situation that can’t be explained by our stories. - Joseph’s “just my thoughts”