In  , Dr. Susan Weinschenk shows design and web professionals how to apply the latest research in cognitive, perceptual, and social psychology to create more effective web sites and apps. Dr. Weinschenk offers concise, plain-English insights and practical examples for designing sites and apps that are more intuitive and engaging, because they match the way humans think, work, and play. Updated to reflect the latest scientific findings, this full-color, relentlessly practical guide will help students whether their background is in visual design, interaction design, programming, or anything else. Weinschenk will help readers improve the many design choices they make every single day – from choosing fonts and chunking information to motivating people and guiding them towards purchase.