Positives This book is widely praised for its intriguing premise, aiming to distil scientific studies into practical advice for designers. Many readers found it to be a well-researched compendium of facts offering insights into customer psychology and behavior, appreciating the data-driven approach. Its readability is a frequently highlighted positive, with reviewers noting its light, concrete, and easy-to-understand style, making it quick to apply. The book's practical "Takeaways" sections are valued for providing actionable advice, and several readers were delighted to discover new information and perspectives, even on seemingly common-sense principles.
Negatives However, the book also garners significant criticism. A common complaint is that much of the content is perceived as obvious or common sense, offering little new for experienced designers or those already familiar with cognitive sciences. Reviewers noted that many chapters provide superficial summaries of single studies, often without comparing them to potentially contradictory research, and some found the author prone to oversimplification or logical fallacies when extrapolating results. Concerns were also raised about the author's frequent self-promotion of her other works and an inconsistent, fragmented writing style. Ironically, despite its subject matter, several reviewers found the book's own visual design to be poor, citing issues with layout, color choices, and overall aesthetics. Additionally, while marketed broadly, its examples and applications lean heavily towards web and user experience design, which can be less relevant for designers in other fields.
Conclusion In conclusion, "100 Things Every Designer Needs to Know about People" appears to be a polarizing read. It serves as an excellent starting point or a valuable refresher for those new to design principles, especially in the realm of web and interaction design, or anyone curious about the psychological underpinnings of human behavior. However, seasoned designers, UX professionals, or individuals seeking in-depth academic analysis, novel concepts, or a broader application beyond digital interfaces may find the content too basic or superficial. It is best approached as an accessible introduction to key psychological concepts for design application.
