Psychology in Web Design

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A better way to understand what people want is to understand the tasks they are trying to get done. This theory is supported by research by James J. Gibson, one of the most important psychologists of the 20th Century. Gibson mentions a concept he calls ?affordances?, asserting that people view the world in terms of outcomes. Let me explain. Let?s say you want to buy a bike. Why are you doing that? Some old theories imply you might do that because of the color of the bike. Or maybe it is because of a wish you had in childhood wish of driving a bike. Gibson?s theory, however, offers a different answer: You don?t actually want to buy the bike, but hire the bike to get something done. You might ?hire? the bike to get from one location to another. The job you?re trying to get done is to get faster to a desired location. You might even ?hire? the bike to fulfill an emotional task, maybe you didn?t have a bike in childhood and all your peers did and now you want to feel better by you too owning this vehicle

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Source: http://thehotstrudel.blogspot.com/2011/03/psychology-in-web-design.html

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