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 ice does not sink; it floats on the water. Water and ice, which are the same substance in different states, can be regarded as fundamentally the same material; yet, they have entirely different effects in practical applications. Many things in the world are the same yet different. Just as a cat likes mice but doesn’t love them, likes and loves are distinct concepts. We often overlook that these subtle differences can lead to significant results. - Joseph ’s “just my thoughts”