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”
When stating that prices have risen, it signifies that something else has decreased in price. If house prices are up by 10%, then something else indicates that the price is down by 10%. What is this “something else”? It is the value of money –a number derived from converting the value of an inflationary object into a currency. As the prices of goods increase, the value of money decreases correspondingly. If the object is compared in value to something other than currency, then something else that has increased in value compared to the object has depreciated in value. Most values are expressed in currency, so if the price of an object relative to currency rises, the value of the currency is relatively low. Therefore, if you receive cash from sales, wealth is created and preserved only when you exchange it for something else that is appreciating in value compared to cash. If you keep the cash intact, you will undoubtedly become poorer. Wealth is always a relative concept, not an absolut...