100 Things Every Designer Needs to Know About People - Weinschenk - New Riders (2011).pdf

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100 THINGS
EVERY DESIGNER NEEDS TO KNOW ABOUT PEOPLE
SUSAN WEINSCHENK, PH.D.
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100 Things Every Designer Needs to Know About People
Susan Weinschenk, Ph.D.
New Riders
1249 Eighth Street
Berkeley, CA 94710
510/524-2178
510/524-2221 (fax)
Find us on the Web at: www.newriders.com
To report errors, please send a note to errata@peachpit.com
New Riders is an imprint of Peachpit, a division of Pearson Education.
Copyright © 2011 by Susan M. Weinschenk, Ph.D.
Project Editor: Michael J. Nolan
Development Editor: Je Riley
Production Editor: Tracey Croom
Copyeditor: Gretchen Dykstra
Indexer : Joy Dean Lee
Proofreader: Jan Seymour
Cover Designer: Mimi Heft
Interior Designer and Compositor: Maureen Forys, Happenstance Type-O-Rama
Notice of Rights
All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For
information on getting permission for reprints and excerpts, contact permissions@peachpit.com.
Notice of Liability
The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been
taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity
with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions con-
tained in this book or by the computer software and hardware products described in it.
Trademarks
Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trade-
marks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the des-
ignations appear as requested by the owner of the trademark. All other product names and services identified
throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of
infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or
other aliation with this book.
ISBN 13: 978-0-321-76753-0
ISBN 10: 0-321-76753-5
9 8 7 6 5 4 3 2 1
Printed and bound in the United States of America
ACKNOWLEDGEMENTS
Many thanks to my great editing team at Peachpit, especially the late night email exchanges
with Je Riley my development editor. Thanks to Michael Nolan (acquisitions editor) for
encouraging me in writing this one and sheparding it through the process. Thanks to Guthrie
Weinschenk for his photos, Maisie Weinschenk for her great ideas, and Peter Weinschenk
for his support and patience. And a thank you to all those who follow my blog, come to my
presentations, and in general listen to me talk about psychology. You give me valuable
ideas, opinions, and are the reason I keep searching out and writing about psychology and
design.
DEDICATION Dedicated to the memory of Miles and Jeanette Schwartz.
Wish you were here to share the book with.
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