Psychological
¢ Maslow’s Hierachy of Needs and Design Hierachy of Needs
¢ Classical Conditioning (NEW)
¢ Five Hat Racks (NEW)
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¢ Classical Conditioning
¢ Stimulus – message – response
¢ Freshly baked bread – aroma – buy bread
¢ Associate products with particular thoughts and feelings
¢ Positive trigger – evokes positive attitude
¢ Negative triggers – pain, negative emotions
¢ “Don’t Drink and Drive” Campaign
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¢ Five hat rack
¢ Organisation of Information
¢ Alphabetical (Names on Class register)
¢ Time (DSTV Program Guide)
¢ Location (Geographical e.g. Sandton, K’dorp)
¢ Continuum (magnitude)
Common Sense Principles: Aesthetic-Usability Effect
¢ Aesthetic designs are perceived as EASIER to USE than less-aesthetic designs
Common Sense Principles: Legibility
¢ Size
¢ Typeface
¢ Contrast
¢ Text Blocks
¢ Spacing
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