100 Things Every Designer Needs to Know About People

We design to influence behaviour. Whether the goal is to encourage a purchase, spark curiosity, or inspire action, effective design depends on understanding how people think, decide, and engage. Designing without insight into human behaviour is like navigating a new city without a map—results are often inconsistent, confusing, and inefficient.

Combining scientific research with practical, real-world examples, this guide helps you cre...