We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you'll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play.Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as: What grabs and holds attention on a page or screen?What makes memories stick?What is more important, peripheral or central vision?How can you predict the types of errors that people will make?What is the limit to someone's social circle?How do you motivate people to continue on to (the next step?What line length for text is best?Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

    Major retailers are predicting everything from when their customers are pregnant to when they want a new pair of Chuck Taylors. It's a brave new world where seemingly meaningless data can be transformed into valuable insight to drive smart business decisions.But how does one exactly do data science? Do you have to hire one of these priests of the dark arts, the "data scientist," to extract this gold from your data? Nope.Data science is little more than using straight-forward steps to process raw data into actionable insight. And in Data Smart, author and data scientist John Foreman will show you how that's done within the familiar environment of a spreadsheet. Why a spreadsheet? It's comfortable! You get to look at the data every step of the way, building confidence as you learn the tricks of the trade. Plus, spreadsheets are a vendor-neutral place to learn data science without the hype. But don't let the Excel sheets fool you. This is a book for those serious about learning the analytic techniques, the math and the magic, behind big data.Each chapter will cover a different technique in a spreadsheet so you can follow along: - Mathematical optimization, including non-linear programming and genetic algorithms- Clustering via k-means, spherical k-means, and graph modularity- Data mining in graphs, such as outlier detection- Supervised AI through logistic regression, ensemble models, and bag-of-words models- Forecasting, seasonal adjustments, and prediction intervals through monte carlo simulation- Moving from spreadsheets into the R programming languageYou get your hands dirty as you work alongside John through each technique. But never fear, the topics are readily applicable and the author laces humor throughout. You'll even learn what a dead squirrel has to do with optimization modeling, which you no doubt are dying to know.

    Visual content--such as infographics and data visualization--can accomplish this. With DIY functionality, Infographics: The Power of Visual Storytelling will teach you how to find stories in your data, and how to visually communicate and share them with your audience for maximum impact.Infographics will show you the vast potential to using the communication medium as a marketing tool by creating informative and shareable infographic content.Learn how to explain an object, idea, or process using strong illustration that captures interest and provides instant clarity Discover how to unlock interesting stories (in previously buried or boring data) and turn them into visual communications that will help build brands and increase sales Use the power of visual content to communicate with and engage your audience, capture attention, and expand your market.

    Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.Interviewing Users will explain how to succeed with interviewing, including:* Embracing how other people see the world* Building rapport to create engaging and exciting interactions* Listening in order to build rapport.With this book, Steve Portigal uses stories and examples from his 15 years of experience to show how interviewing can be incorporated into the design process, helping you learn the best and right information to inform and inspire your design.

    The Anatomy of Type (The Geometry of Type in the UK) is all about looking more closely at letters. Through visual diagrams and practical descriptions, you’ll learn how to distinguish between related typefaces and see how the attributes of letterforms (such as contrast, detail, and proportion) affect the mood, readability, and use of each typeface. Nutritional value aside, the spreads full of big type are nice eye candy, too.The 100 typefaces featured in the book are hand-picked by the author for their functionality and stylistic relevance in today’s design landscape. Along with several familiar faces (Garamond, Bodoni, Gill Sans, Helvetica), you’ll also discover contemporary fonts that are less common — and often more useful — than the overused classics.

    Freed from the rigorous constraints of designing for real users, sci-fi production designers develop blue-sky interfaces that are inspiring, humorous, and even instructive. By carefully studying these "outsider" user interfaces, designers can derive lessons that make their real-world designs more cutting edge and successful.

    In the era of big data, where information moves faster than ever, infographics provide us with quick, often influential bursts of art and knowledge—on the environment, politics, social issues, health, sports, arts and culture, and more—to digest, to tweet, to share, to go viral.The Best American Infographics captures the finest examples from the past year, including the ten best interactive infographics, of this mesmerizing new way of seeing and understanding our world.

    From primitive cave paintings to Leonardo da Vinci’s Vitruvian Man to the complicated DNA helix drawn by Crick and Watson to the innovation of the iPod, they chart dramatic breakthroughs in our understanding of the world and its history. Arranged chronologically, each diagram is accompanied by informative text that makes even the most scientific breakthrough accessible to all.  Beautifully illustrated in full color, this book will not only inform but also entertain as it demonstrates how the power of a single drawing can enhance, change or even revolutionize our understanding of the world. With its iconic images and powerful explanations, 100 Diagrams That Changed the World is perfect for readers of The History of the World in 100 Objects, and is the ideal gift for anyone interested in culture, history, science or technology.

    But what if you could have your computer do them for you?In "Automate the Boring Stuff with Python," you'll learn how to use Python to write programs that do in minutes what would take you hours to do by hand no prior programming experience required. Once you've mastered the basics of programming, you'll create Python programs that effortlessly perform useful and impressive feats of automation to: Search for text in a file or across multiple filesCreate, update, move, and rename files and foldersSearch the Web and download online contentUpdate and format data in Excel spreadsheets of any sizeSplit, merge, watermark, and encrypt PDFsSend reminder emails and text notificationsFill out online formsStep-by-step instructions walk you through each program, and practice projects at the end of each chapter challenge you to improve those programs and use your newfound skills to automate similar tasks.Don't spend your time doing work a well-trained monkey could do. Even if you've never written a line of code, you can make your computer do the grunt work. Learn how in "Automate the Boring Stuff with Python.""

    Because no one can be an expert on everything, designers have always had to scramble to find the information and know-how required to make a design work - until now. Universal Principles of Design is the first cross-disciplinary reference of design. Richly illustrated and easy to navigate, this book pairs clear explanations of the design concepts featured with visual examples of those concepts applied in practice. From the 80/20 rule to chunking, from baby-face bias to Ockham's razor, and from self-similarity to storytelling, 100 design concepts are defined and illustrated for readers to expand their knowledge.This landmark reference will become the standard for designers, engineers, architects, and students who seek to broaden and improve their design expertise.

    From overviews of the world's most vibrant coffee-growing regions, to step-by-step brewing tutorials, the content is educational, thought-provoking, and substantial. I've already recommended this book to Barista Magazine readers countless times. -- Sarah Allen, Editor Barista MagazineA beautiful world guide to the brown bean.Taking the reader on a global tour of coffee-growing countries, The World Atlas of Coffee presents the bean in full-color photographs and concise, informative text. It shows the origins of coffee -- where it is grown, the people who grow it; and the cultures in which coffee is a way of life -- and the world of consumption -- processing, grades, the consumer and the modern culture of coffee.Plants of the genus Coffea are cultivated in more than 70 countries but primarily in equatorial Latin America, Southeast Asia and Africa. For some countries, including Central African Republic, Colombia, Ethiopia, and Honduras, coffee is the number one export and critical to the economy.Organized by continent and then further by country or region, The World Atlas of Coffee presents the brew in color spreads packed with information. They include:The history of coffee generally and regionally The role of colonialism (for example, in Burundi under colonial rule of Belgium, coffee production was best described as coercive. Every peasant farmer had to cultivate at least 50 coffee trees near their home.) Map of growing regions and detail maps Charts explaining differences in growing regions within a country Inset boxes (For example, what is the Potato Defect? Is Cuban coffee legal in the United States?) The politics of coffee and the fair trade, organic and shade grown phenomena Beautiful color photographs taken in the field. Americans consume 400 million cups of coffee per day, equivalent to 146 billion cups of coffee per year, making the United States the leading consumer of coffee in the world. The World Atlas of Coffee is an excellent choice for these coffee lovers.

    Presenting the concept of the "New Jim Code," she shows how a range of discriminatory designs encode inequity by explicitly amplifying racial hierarchies; by ignoring but thereby replicating social divisions; or by aiming to fix racial bias but ultimately doing quite the opposite. Moreover, she makes a compelling case for race itself as a kind of technology, designed to stratify and sanctify social injustice in the architecture of everyday life.This illuminating guide provides conceptual tools for decoding tech promises with sociologically informed skepticism. In doing so, it challenges us to question not only the technologies we are sold but also the ones we ourselves manufacture.If you adopt this book for classroom use in the 2019-2020 academic year, the author would be pleased to arrange to Skype to a session of your class. If interested, enter your details in this sign-up sheet https: //buff.ly/2wJsvZr

    We spin fantasies. We devour novels, films, and plays. Even sporting events and criminal trials unfold as narratives. Yet the world of story has long remained an undiscovered and unmapped country. It’s easy to say that humans are “wired” for story, but why?In this delightful and original book, Jonathan Gottschall offers the first unified theory of storytelling. He argues that stories help us navigate life’s complex social problems—just as flight simulators prepare pilots for difficult situations. Storytelling has evolved, like other behaviors, to ensure our survival.Drawing on the latest research in neuroscience, psychology, and evolutionary biology, Gottschall tells us what it means to be a storytelling animal. Did you know that the more absorbed you are in a story, the more it changes your behavior? That all children act out the same kinds of stories, whether they grow up in a slum or a suburb? That people who read more fiction are more empathetic?Of course, our story instinct has a darker side. It makes us vulnerable to conspiracy theories, advertisements, and narratives about ourselves that are more “truthy” than true. National myths can also be terribly dangerous: Hitler’s ambitions were partly fueled by a story.But as Gottschall shows in this remarkable book, stories can also change the world for the better. Most successful stories are moral—they teach us how to live, whether explicitly or implicitly, and bind us together around common values. We know we are master shapers of story. The Storytelling Animal finally reveals how stories shape us.

    Starting with Ptolemy, "father of modern geography," and ending with satellite cartography, A History of the World in 12 Maps brings maps from classical Greece, Renaissance Europe, and the Islamic and Buddhist worlds to life and reveals their influence on how we—literally—look at our present world. As Brotton shows, the long road to our present geographical reality was rife with controversy, manipulation, and special interests trumping science. Through the centuries maps have been wielded to promote any number of imperial, religious, and economic agendas, and have represented the idiosyncratic and uneasy fusion of science and subjectivity. Brotton also conjures the worlds that produced these notable works of cartography and tells the stories of those who created, used, and misused them for their own ends.

    Engineering professor Barbara Oakley knows firsthand how it feels to struggle with math. She flunked her way through high school math and science courses, before enlisting in the army immediately after graduation. When she saw how her lack of mathematical and technical savvy severely limited her options—both to rise in the military and to explore other careers—she returned to school with a newfound determination to re-tool her brain to master the very subjects that had given her so much trouble throughout her entire life. In A Mind for Numbers, Dr. Oakley lets us in on the secrets to effectively learning math and science—secrets that even dedicated and successful students wish they’d known earlier. Contrary to popular belief, math requires creative, as well as analytical, thinking. Most people think that there’s only one way to do a problem, when in actuality, there are often a number of different solutions—you just need the creativity to see them. For example, there are more than three hundred different known proofs of the Pythagorean Theorem. In short, studying a problem in a laser-focused way until you reach a solution is not an effective way to learn math. Rather, it involves taking the time to step away from a problem and allow the more relaxed and creative part of the brain to take over. A Mind for Numbers shows us that we all have what it takes to excel in math, and learning it is not as painful as some might think!