This is a good book for those who are working on creating web sites and redesigning old ones. The book talks about the various features often seen in websites and how it appeals to users' brain. Being a neurology buff, I have read the various studies mentioned in this book in other literature, but was pleasantly surprised to see it tied to web design.
The book mainly classifies brain in three parts - old (instinctively controlled), mid (emotionally controlled), and new (logically controlled) and explains which brain is triggered by a feature in a web site and eventually argues that you need features that appeal to all three regions to click.
The author has a very engaging way of presenting the content. I read through the entire book in around 2 hours.
I think this is a great book for designers to read and keep in mind while designing a website (kind of builds on top of the "Don't make me think!" book).
I reduced one star because of the amount of content. With such an engaging idea, I was hoping the author would also expand on other concepts of web design such as navigation, placement, layout, etc. Maybe a follow-up book would be a good idea!
All in all, a great book for a quick read (may on a plane or train) to put some new thoughts in your brain regarding web site design.
61 of 70 people found the following review helpfulBy Chad Mazzola on January 11, 2011 Format: Paperback
I usually don't review books on Amazon, but this book was such a disappointment that I feel like I have to warn other people against wasting their time and money.
There are two main components to this book: neuroscience and web design. The neuroscience part is interesting at times, but it's presented in such a simplistic way that it's hard to believe you are getting a reliable take on the material. But it's the web design part where this book really falls down. There are no case studies, no results of usability tests, hardly any data at all on actual users using actual websites. The advice is extremely simplistic and sometimes just plain dumb. The last chapter of the book is particularly awful. Here, folks, is the last sentence of the book: "I don't know what the next big thing online will be. I wish I did know. Then I could create it and make a lot of money and retire. But I do know that the next big thing will involve something social. Because it always does."