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Using Psychology Principles in Design

Our team has decided to interview the most intrigue creators on good design and test their works with the Attention Insight platform. It predicts how user’s attention distributes in design. Hope, these short talks will inspire you and give some useful insights on catchy design. Enjoy!

Meet Melanie Laudin, a communication designer based in Germany. Currently, she is focussing on UI/UX design, user research and data visualization.

Why have you decided to step into design field? 

I have always been very interested in the design field. In the early years, initially for classic print design. However, when I realized that I can always be in direct contact with the user through digital products and also be able to respond directly to their needs, I have focused on that. 

What inspires you and why?

What inspires me most is a real user testing. You can immediately notice whether the concept works or not. The best moments are when you discover a new problem or your solution finally works in a test. That’s really inspiring.

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MelanieLaudin1a

How do you measure the success of your design?

When designing a digital product, you have certain goals or values to achieve. For me it’s an important part of the design process to know existing numbers and to set a goal. As a designer, you should always ask yourself why certain values ​​have been achieved (or not) and how that relates to the design (or not).

What is your biggest challenge in design creation process?

On the one hand, a big challenge is to find the right problem. It is often not obvious when you start to research in a new field. On the other hand, the translation of user needs into a product vision is a big challenge, too. Because in every product, part of the experiences and preferences of the designer are unconsciously incorporated.

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MelanieLaudin2a

What principles do you follow when creating attention grabbing design? 

It always depends on for whom the product is designed for. Depending on what you’re looking for, attention may be different. However, there are some basic psychological design principles that one can follow to generate attention, like contrast, strong colors, succinct forms or the Gestalt Theory.

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