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”
When we face the most innumerable values, we do not feel to be grateful. The most valuable things in the world are almost things we do not thank or easily ignore, like the air, light, etc. When the gratitude is routinized, the lack occurs instead. When the recent gratitude is forgotten, we blame and curse dissatisfaction. So if you want to protect the breaking relationship with someone, while you try your best but don't cause the gratitude of someone for you never become routine. If appreciation for you is routinized, the relationship you want to protect will be destroyed. Unconditionally good relationships can end for this reason. - Joseph’s “just my thoughts”