1) The human brain fills in information that we see. What is seen is not what is necessary being told. The human brain may misinterpret what is being presented. People tend to bring their own personal experiences into how they interpret things. Designers have the ability to change how things are interpreted.
2) Peripheral vision is more important than originally thought, when used while looking at a computer screen people make the decision about the page's subject. While the center of the page is the most important, the sides of the page can not be ignored. Bright and blinking/flashing ads set on the peripheral vision will still get someone to look at them but they may not actually pay attention to the ads. If there is important information do not place attention grabbing ads near it.
3) The human brain recognizes patterns and as such we look for patterns. The more simple the object/icon the more it resembles a known shape and as such it is recognized more easily. 2-D objects are recognized faster then 3-D objects.
4) People recognize faces faster than anything else. Face recognition is stored in different part of the brain to make this possible. Eyes are the most important part of the face, thus then a face is looking right at the viewer they form a bond with the viewer. When face looks at something, the viewer also looks at the item. However it does not mean we actually paid attention to the item, we just recognize that the item is there and it exists.
5) People remember objects from a canonical view. Items presented this way allow the brain to recognize them faster.
6) People have been trained how to look at web pages. They typically ignore the very top and the sides but still focus with in the first upper 1/3 of the page. People look at web pages the same way they do as if they were reading , basically from the top to the bottom and left to right.
7) Give people clues on how to use an object, by doing so they are more likely to use it. Buttons should have a feeling of being pushed like an actual button, it mimics how a button actually works. People are trained to recognize blue underlined words as links. Try to avoid hovering actions, especially with mobile devices.
8) People do not always see what is there. Case in point, the video on the author's blog. The first time I saw the video, I lost count of the ball so I happened to noticed the guy in the costume dancing through the people. The second time I watched it, I didn't lose track of the ball and never saw the man in the costume.
9) The human brain naturally groups items that are near each other as items that belong together. Line and color can help separate items but so can more white space.
10) Certain colors do not go together. Red and blue, along with red and green, and green and blue.
11) Most forms of color blindness are selective, meaning people can not see certain colors. Red-green is the most popular followed by blue-yellow. About 9% of men are color blind and 1.5% of women are color blind. try to use colors that work for everyone such as brown and yellows. Use color blindness web pages that will check images to see how they look to someone that is color blind.
12) Colors have meaning. Choose colors based on the audience.
Terms:
Geon - There are 24 basic shapes that the human brain recognizes and the form the shape of all the objects that we see.
FFA - Short for Fusiform Face Area is a section of the brain that stores faces we recoganize so it can bypass the visual cortex, allowing us to recoganize people faster.
Canonical Perspective - The perspective where objects are drawn slightly from the top looking down and offset a littel from the right or left.
Affordance - The cues that an object give the user on how to use the object.
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