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”
Those who value ‘justice' and ‘morality' tend to regard even a little ‘exaggerated’ expression as ‘false’ or ‘immoral.’ They also reject ‘rhetorical exaggeration' to emphasize expression. But ‘exaggeration' is only important for its ‘intention and purpose’ and is by no means ‘false’ in conveying meaning. ‘Rhetorical exaggeration’ is not a fabrication, but an emphasis. Rather, people want to prove their own integrity, and then push the ‘rhetorical exaggeration' to the one side as it is false and use that 'rhetorical exaggeration’ as a way to intimidate someone who used it is immoral. - Joseph’s "just my thoughts"