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Mike: This is tiny improvements.

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I'm Mike by Foco.

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I have really enjoyed learning
about human cognition.

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The study of thinking and understanding.

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It's all about how we gather process,
remember and use information in order

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to make sense of the world around us.

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As you might imagine, the way people
do thinking is a broad topic, which

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research has only just begun to explore.

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The fascinating thing to me about
cognition is that many of the learnings

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we can derive from research on human
thought, boil down to simple principles.

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For me, at least they always seem to
make so much sense once I've heard them

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said out loud, but are often things that
I've never really thought about before.

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We tend to think of our interpretation
of the world, around us as something

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that works in a straightforward
manner that the world appears to

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us in the same way as it truly is.

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The truth is that our perception
of the world is often distorted by

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our own biases and expectations.

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And can also be manipulated by the
way we're presented with information.

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For example, research has shown that when
people are asked to remember a list of

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items, they tend to remember items that
appear at the beginning of the end of the

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list more easily than those in the middle.

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So if you need to remember something.

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It's best to put it at the
beginning or the end of the list.

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Similarly, the Von restaurant effect is
a psychological phenomenon that describes

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how people tend to remember things that
are different from the rest of the group.

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This week I've been captivated by Entasis.

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It's a technique used in architecture that
uses optical illusions to make physical

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structures seem more visually balanced.

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It involves slightly bulging the sides
of a column or other straight structures

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in order to create the illusion
of a taller, straighter structure.

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This technique is used to make structures,
appeal more aesthetically pleasing.

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You've probably seen in taste
it's used in buildings that use

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columns such as the Parthenon.

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This is an effect that I've seen
used in visual design as well.

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Although I never had a name for it before.

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As it works out in tasteless is frequently
used in the design of typefaces.

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Fond designers often use Intesa
is to create a subtle optical

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illusion that makes the fun appear
more balanced and symmetrical.

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Sometimes a character will appear more
visually balanced if it is just slightly

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taller than the others around it.

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Even though that feels like
it shouldn't be the case.

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It's a subtle effect, but
it can make a big difference

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in the way the text appears.

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From remembering lists to making
typefaces look better, cognition plays

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an important role in product design.

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By understanding our cognitive
biases and how we perceive the world.

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Designers can create products that are
more intuitive and aesthetically pleasing.

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Cognitive science is a powerful
tool for product designers and

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it can be used in unexpected ways
to create remarkable results.

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This has been tiny improvements.

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I'm mike by foco