Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
The Roman alphabet constructs words in a single direction by using ordered combinations of 26 distinct letters. DNA also reveals life by altering the sequence of the four bases in one direction: A, G, T, and C. The West has developed novel concepts by combining basic units, while the East has refined them based on relative relationships. For instance, in Asian scripts, Chinese characters can convey different meanings by altering the length or position of a single stroke within a character. These two approaches account for most methods of creating something new. - Joseph’s “just my thoughts”