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If we want to facilitate behavior, performance and attitude changes, then we need to spend more time and effort thinking about the psychology of the audience members we are designing for. In this session, I speak with Victor Yocco, PhD, about some of the psychological principles that impact design.
Victor is the Research Director at Intuitive Company. He works with clients in diverse fields applying principles of psychology and communication to improving products. He is also the author of, Design for the Mind: Seven psychological principles of persuasive design. You can get a 39% discount when purchasing this book from the publisher. Use the discount code yoccomupad and this link: https://www.manning.com/books/design-for-the-mind. Enjoy the conversation!
- Relationship between psychology and design
- Value of interviews, observations and co-designing
- Psychology of changing attitudes
- Psychology of decision making
- Primacy effect
- Extrinsic and intrinsic motivation
- Influence and persuasion
- Influence through visual design
- Social influence and learning (Social Identity Theory)
TIME: 39 minutes
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TRANSCRIPT: Download the ELC 034 Transcript.
- Victor’s website: http://www.victoryocco.com/
- Victor’s book: https://www.manning.com/books/design-for-the-mind (use code yoccomupad for 39% discount)
- Academic journals and papers by Victor Yocco: http://www.victoryocco.com/academic/
Connie Malamed says
It would be interesting to ask Victor that question too, as he is quite approachable. One way to find out values would be to do interviews or surveys with your audience members. Write questions to which their responses will reflect their values.
Another approach that could also be valuable is to understand the values embedded in the workplace culture. I don’t have a specific link at the moment, but I’d search for workplace culture surveys. That angle might also be helpful, because it’s a constraint employees have to live with or attempt to change.
Jenny Merritt says
Thank you for the great podcast with Victor Yocco!
Since he mentions the importance of communicating to our learners’ values set, I’m curious about the instruments that are available for measuring employee values. I have a background in education, but not in psychology, so something that is simple to administer and read would be helpful.