Designing with the Mind in Mind

Designing with the Mind in Mind

Simple Guide to Understanding User Interface Design Rules

1st Edition - May 20, 2010

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  • Author: Jeff Johnson
  • eBook ISBN: 9780080963020

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Early user interface (UI) practitioners were trained in cognitive psychology, from which UI design rules were based. But as the field evolves, designers enter the field from many disciplines. Practitioners today have enough experience in UI design that they have been exposed to design rules, but it is essential that they understand the psychology behind the rules in order to effectively apply them. In Designing with the Mind in Mind, Jeff Johnson, author of the best selling GUI Bloopers, provides designers with just enough background in perceptual and cognitive psychology that UI design guidelines make intuitive sense rather than being just a list of rules to follow.

Key Features

  • The first practical, all-in-one source for practitioners on user interface design rules and why, when and how to apply them
  • Provides just enough background into the reasoning behind interface design rules that practitioners can make informed decisions in every project
  • Gives practitioners the insight they need to make educated design decisions when confronted with tradeoffs, including competing design rules, time constrictions, or limited resources


Interface designers and developers, software designers, web designers, web application designers, interaction designers, appliance designers and developers, information architects, usability engineers, usability evaluators and development managers, students and teachers in computer science, graphic design, HCI, and usability

Table of Contents

  • 1. We Perceive What We Expect
    2. Our Vision is Optimized to See Structure
    3. We Seek and Use Visual Structure
    4. Reading is Unnatural
    5. Our Color Vision is Limited
    6. Our Peripheral Vision is Poor
    7. Our Attention is Limited; Our Memory is Imperfect
    8. Limits on Attention, Shape, Thought and Action
    9. Recognition are Easy; Recall is Hard
    10. Learning from Experience and Performing Learned Actions are Easy; Problem Solving and Calculation are Hard
    11. Many Factors Affect Learning
    12. We Have Time Requirements

Product details

  • No. of pages: 200
  • Language: English
  • Copyright: © Morgan Kaufmann 2010
  • Published: May 20, 2010
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780080963020

About the Author

Jeff Johnson

Jeff Johnson
Jeff Johnson is an Assistant Professor of Computer Science at the University of San Francisco. He is also a principal at Wiser Usability, a consultancy focused on elder usability. After earning B.A. and Ph.D. degrees from Yale and Stanford, he worked as a UI designer, implementer, manager, usability tester, and researcher at Cromemco, Xerox, US West, Hewlett-Packard, and Sun. He has taught at Stanford, Mills, and the University of Canterbury. He is a member of the ACM SIGCHI Academy and a recipient of SIGCHI's Lifetime Achievement in Practice Award. He has authored articles on a variety of topics in HCI, as well as the books GUI Bloopers (1st and 2nd eds.), Web Bloopers, Designing with the Mind in Mind (1st and 2nd eds.), Conceptual Models: Core to Good Design (with Austin Henderson), and Designing User Interfaces for an Aging Population (with Kate Finn).

Affiliations and Expertise

President and Principal Consultant, UI Wizards, Inc.

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