Susan Weinschenk, PhD, has written a sequel to her legendary bestseller, The 100 Essential Principles of Design, using the latest discoveries in psychology, neuropsychology, brain research, and social psychology. Since the publication of the first book, research has appeared that poses new challenges for the designer. 100 New Master Principles of Design continues to unlock the mysteries of psychology, neuroscience, and brain research, and offers you succinct, practical tips to create usable, engaging designs that meet people's unconscious needs. Find out how to make your websites, apps, designs, and more effective. products, finding answers to the following questions in the book:• How to interest a viewer in a commercial?• How much text on the screen are people willing to read?• How can you increase the believability of your content in one simple technique?• When is it better NOT to give your audience a choice?• Why does laughter help in teaching children?• Do fonts make it easier to perceive information?• Where on the smartphone screen should you not place menus?• How does the human brain process large amounts of data?