Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Susan Weinschenk, author of 100 Things Every Designer Needs to Know About People, on the psychology behind effective user experience
Dec 3, 2025
In this engaging conversation, Susan Weinschenk, a behavioral scientist and author, reveals how psychology shapes user experience design. She discusses effective visual tactics, like using contrasting colors and emotional imagery, to capture attention. Susan emphasizes the importance of storytelling in design, and how to balance friction for better engagement. She also shares insights on memory enhancement and the impact of culture on design. With practical tips for communicators, this talk is a treasure trove for anyone looking to improve their design approach.
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Punch Card Moment Sparked A Career
- Susan Weinschenk described her first programming experience using punch cards that returned "job aborted."
- That moment convinced her computers must communicate in human-friendly ways and launched her career focus on human-centered design.
Use One Visual Pop To Grab Attention
- Use one strong visual contrast to trigger pre-attentive visual processing and grab attention.
- Prefer a single pop of color or a face showing strong emotion to cut through noise.
Stories Make The Brain Vicariously Experience Events
- Stories activate brain regions as if listeners are the actor, causing deeper engagement.
- Story arcs (scene, character, rising tension, climax, resolution) make information more memorable.
