"Take fundamental principles of psychology. Illustrate. Combine with Fundamental Principles of Design. Stir gently until fully blended. Read daily until finished. Caution: The mixture is addictive"--Don Norman, Nielsen Norman group, Author of Design of Future Things.

"This book is a primer to understand the why of the larger human action principles at work―a sort of cognitive science for designers in a hurry. Above all, this is a book of profound insight into the human mind for practical people who want to get something done."-- Stuart Card, Senior Research Fellow and the manager of the User Interface Research group at the Palo Alto Research Centerfrom the foreword

"If you want to know why design rules work, Jeff Johnson provides fresh insight into the psychological rationale for user-interface design rules that pervade discussions in the world of software product and service development."--Aaron Marcus, President, Aaron Marcus and Associates, Inc.

"As anyone who has taken a course in human-computer interaction (HCI) will attest, cognitive science textbooks tend towards the drier end of the literary spectrum. The achievement of this book in making the material easily accessible is therefore nothing short of magnificent. It discusses the relevant scientific findings without any lack of scholarship, but always with an eye to how those findings can be put to practical use."--BCS, British Computer Society Online, November 2010

"Rather than simply presenting another list of rules, it discusses the cognitive psychology research findings which underpin the principles identified previously by the author and others. In other words, this is a book about people, and what we know about them as users of interactive systems."--BCS, The British Computer Society Online

"Anyone who designs or implements software user interfaces will benefit greatly from this book. Whether you create desktop software, websites, or mobile apps, this book will improve the quality of your work. Johnson makes the psychology and physiology understandable and seamlessly combines it with software engineering... Designing with the Mind in Mind is informative, fascinating, easy to read, and, most importantly, highly practical."-- ACM SIGSOFT Software Engineering

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