Summary of everything : Lesson 1 : understand - A desire to do technology, but you have to understand people in depth the population you are targeting. The field was developed in the last few decades with the progressive development of psychology. Understand how technology whether we want it or not - changes our lives - Interact with the screen - in - The ultimate goal is to design for humans: we want to understand humans order to produce a website, an application, and more, I need to understand for whom I am designing the application create an experience if I understand people and understand how our systems To work * The course will include information on a deep understanding of cognitive and social leaving with an understanding that there are things that should not be - psychology ed check Do tests on significant things that are missing : if there is a lot of noise and chaos around it is difficult for us to - Cognition when talking about - understand UX , if there is too much information, the user gets lost t affect the experience of use the most, things that are things tha - Past experience used to seeing and what we don't expect even if it is - we see what we expect to see - Expectations in front of our eyes we don't see of reliability, or experience as a user is measured in years, the feeling - Patience helplessness, pressure and impatience during how many years the user hates this site why would I stay on a site I'm not comfortable with - Most sites have competition This is where U X comes in ? perception When we perceive the world, we interpret the world. We have the senses that perceive the world towards our brain and this is how the experience is created. Our senses respond to h air. Our physical phenomena outside our head that occur through molecules formed throug our mind are responsible for our experience and not our environment, there is a senses and constant process of interpretation. We experience the world through filters and filters that we esses in the brain must be taken activate. Any experience we want to produce, the same proc into account in order to produce the appropriate experience. There are stimuli that are important for us to notice and therefore, there must be a very clear difference between the situation where there is no difference, the stimulus and the background. When I am in a stimulation will be missed and the experience will be very bad What should be considered when designing a user experience ? • Stimulation • around the the experience of the world through a filter of our - Our brain and the process of interpretation senses and our brain, each of us has a different experience of the perception of the world, any al information that passes experience we want to create must take into account the physic through our senses and brain Understanding how these processes work will help us design the user experience procedure correctly We would like the stimuli and the background to be as prominent as possible, and the minent visibility pro Lesson 3 : Signal Detection Theory - one situation where what I'm looking for is straight up - There are two perspectives a situation where I don't discover the product at the beginning but - Second situation it's easy for me to get to it. The cognitive effort of the search is not worth it there - From the moment I decided to buy something and in the experience it is mine mething changes a little. Its value jumps and then I will be willing to suffer more in so terms of the UX in the whole part of the payment Competition effect and convenience effect it and we know exactly what is in - a site should be in such a way - The conclusion the website - what is not in it. It is necessary for the text to be significant as well design, and text Stimulus + noise Truck Hit - a situation where we directly find what we are looking for. And know that we have come to the right place. Silence that produces the right experience. (Positive) Miss - a situation where I entered the site, there is what we are looking for but we find it. (Negative) cannot Noise No truck Correct rejection - I enter the site and immediately know that I won't find what I'm creates a sense of relief. (Positive) - looking for. Convey a clear message False alarm - we think we will find conveys a feeling that something can be found, what we want but the product is not there. (Negative) Lesson 6 : - Strong and clear stimuli - the more different the stimuli - The environment will be quiet/homogenous - ing stimuli Users will recognize stimuli immediately and will not miss exist - and will cause the user to - Stimuli that are searched on the site will not be lost waste time Putting any movement on the screen is a serious mistake - Videos attract attention and an extreme mistake, grabs all the attention and erything that exists on the site until you don't pay attention to other swallows ev things The information that reaches us to the brain goes directly to the back, a kind of they call area - topographical maps of the brain go through V 1 , an area of first vision entire function is to detect movement. This map shouts to us when it detects whose movement, we are very sensitive to movement as humans, to a level that we cannot ignore it. When something moves in front of our eyes we cannot ignore it - e attention and diverts it to wrong places The movement grabs th It is necessary to understand that there are different perspectives that, as designers , as soon as we decided to put a video, they will look at - we have to make a decision them, they will have to make an extreme cognitive the video and it will be difficult for effort to perform other actions, despite other approaches that claim that the video has the ability to convey a lot of information, for example, sometimes we want to some point you have to understand where the at - capture The attention of our users balance is, for example give them the ability to stop the video, stop it after one time , show a short video people can't avoid it, you need a very good reason to put a video - If we put traffic kenly used to the need to put motion and the answer is that it is not We are all mista you need a really justified and good reason that cannot be done with a - worthwhile almost anything can be done or a video - line of text and a good background image user chooses when to start and stop the video and thus his can be made that the attention is not harmed Lesson 7 : - Stimuli and background - Importance of having a clean/homogenous background different from the central stimuli on the screen - Theory of signal detection and how important it is that people do H IT immediately d find what exists and immediately understand what does not exist, avoi MISS - Movement on the screen As screen designers what is the thing we need to understand best first of all ? What do we need to know about people ? We need to understand how people see: mainly appeal to people's sense of sight Most of the screens and the experience we design are experienced by the sense of sight. There is a collection of basic principles that are related to understanding the ystem and if we do not understand them in depth we can make stupid vision s mistakes that miss the goal. First of all we need to talk about the sense of sight, how vision occurs, what it is The basic we will need to see : e certain areas of the brain that don't some people hav - To see we need eyes, brain work properly and impair vision, we need light. When there is no light we do not see ) moon, or past experience - how do you see in the dark ( - er with the The rays of light hit the object, reach the eye and then the eye togeth brain perform a complex operation that allows us to see The sense of sight is strong which can even take over the whole experience which completely distorts the world s a In the video, the sense of sight takes over the sense of hearing and create distortion in understanding vision : A ray of light comes from outside, hits the objects around us and returns to us in the eye. Some of the light can be absorbed by some of the objects and some of it returns - Vision system : ace where an image The eye is a kind of hollow ball and is hollow inside. The first pl rays enter the top cavity of the eye and - is received is in the back part of the eye only when they hit the back part of the eye called the retina which is lined with ace and there is receptors and neurons that are sensitive to light, the image takes pl still a whole system that is responsible for doing all kinds of things to make the image accurate The first part we will look at is the outer transparent part in the center of the eye - called the "cornea " ns, its shape does not change in the outer part of the eye It is a fixed transparent le whose function is to break the rays of light that come and hit the lens, refracting, the what makes this possible is the shape of the cornea. Rays of - field of vision is wide sides are refracted and thus enter the eye. The cornea light coming from the provides a wide field of vision What happens when the cornea is not smooth and has waves on it ? it's not that you can't see - The ophthalmologist will say that we will need a cylinder there are waves on the cornea and then you need - r, but from blurring up close or fa like corneal prostheses and this corrects the shape - glasses or contact lenses I RIS - The part of the color in the eyes and within it we have the pupil. What is? A muscle ses or decreases light regulation depending on the lighting. Its job is to that increa contract or relax to let enough light into our eyes it's a hole. The light rays enter through the hole of the - Balance is the black eye pupil with two sets of muscles, it is responsible for a flexible lens that is held - Lens when we look far the muscles relax, and when I look close the - focusing the vision muscles contract the lens and make sure that my focus is close to arch the lens get As we approach the age of 40, the muscles that are supposed the muscles - worse and worse until they stop working, we need reading glasses that hold the lens deteriorate and can no longer arch the lens, we make a kind of gym for the muscles of the lens to strengthen reading: various exercises What is the meaning of interfaces ? 40 and - People who are young have no problem looking and seeing. Older people over, get to the point where they have to move the screen away from them to see eople cannot see well up There is no basic understanding of the fact that older p close. The problem is that many people don't have reading glasses, people don't want to feel old. Society is infected with stereotypes about old age, and if we didn't eople over 40 will p - design the screen properly and put too small fonts and icons enter the screen and within a second we made them feel old When we enter the site and the person wants to see, he has to move away and get you can't put small objects on the screen - closer, he will feel old design will be for an audience of people aged 40 and Most of the screens we will you must take into account the size of the items you put on the screen and it - over cannot be small, of course the size also depends on other things such as other items creen and more. According to user testing, people on the screen, the load on the s understand what the preferred option is and will say what is more convenient for this is the way to attack this thing - them Large objects, a simple and pleasant experience according to the users we are rgeting ta its goal is to accurately capture a clear and wide - The entire system of the eye a whole system that is constantly working to do this. All the information - image part of directs the light rays that will enter the eye, the light rays hit the inner back the eye called the retina photo = light - photoreceptors - The retina is made up of two types of neurons called , receptor = sensors. Like a substance that knows how to react to light, we have two such types that know how to react to light - 1 rts Repo - CONES Repellents are photoreceptors that need a lot of light to operate and know how to there are three types of repellers - recognize color 2 Canes - RODS are found all around the retina, very sensitive to light. When there is a lot of light they are blinded and hardly used, but at night when there is little light we rely on the ions canes, they work and know how to react better even in really bad lighting condit they see black as gray and white - They are not sensitive to color at all We have many more repulsors than reeds and they are distributed differently on the retina tina on the sides of the re - What is important to us is their distribution on the retina where information falls from the sides of the field of vision there are mainly nests. In there are only repellants. This - called the fovea - the specific place behind the pupil of the means that wherever we turn our eyes, it will fall on the fovea. The rest information is on the sides and are activated by a few repulsors. The most important we manage to - area is the fovea, an area behind the pupil that is full of repulsors see color really, really well the retina has several - elevant for us Another important and essential thing that is r layers of neurons, and in the thickness of the retina there are two more layers of neurons and only in the lower layer does the information pass from the reeds and layer, from there to cells called repulsors to the second layer and then to the third ganglions and they transmit the information through a tail that goes directly to the brain . At the periphery of the retina there is a collection of rods and cones, the rages the visual information information from which goes to one glugion and it ave the - and sends it to the brain. In the fovea on each medullary there is one sphere information from each medullary goes directly to the brain, which means that the l and in a very sharp information that falls on the fovea reaches the brain in detai form, while information that falls on the sides is processed in a very flat way. Every little piece of information that reached the eye reaches the brain from the fovea and ral understanding of the sides reach much more minimal information just for a gene what is happening around us If we want to understand what is happening in front of us, we will move our head - we want the visual information to fall in the fovea and not on the sides in the periphery us what is the most important place on the screen This thing precisely defines for - and it is the center, the central part within the interface. The center of the screen is where the information falls (pavea) en I The eyes and focus will be at the top of the screen, from past experience. Wh don't have past experience, first of all they look at the center. The primary information that receives the most processing is the information in the center of the screen. You should take all kinds of things that take attention and put them in the wastes the - ter of the screen. Dividing the screen into two parts for example cen attention and we don't properly utilize the central part that can be operated for the user's attention is the The central processing and sharpness is directed to the main place which when we don't use it we take the "super power" of vision and throw it in the - center trash. We do not control the things they process in depth Lesson 7 : a fixed and transparent lens whose - cornea, the transparent part - The outer part is to break the light rays and enter them into the eye (through the pupil) function responsible for focusing the vision - Lens that - Understanding the visual system, but still something fundamental is missing they don't process at the level of the eye : size and distance - ayer of our vision is missing from the picture A whole l How can you process and understand the distance and sizes of the objects ? 1 without past experience we have no way of knowing and - Past experience understanding it. (tactile and more) dimensional vision, has no idea what is before what - baby born, born with two A , everything seems flat to him. That's why we give him stimuli that he can't grasp, you have to experiment for a long time. Depth perception does not fully develop until the 3. We acquire experiences that give us knowledge and understanding of how age of to estimate distance from objects 2 The size of the object on the retina Once the object takes up less space on the grunt, we have an estimate of distance xperiences that teach us about distance from objects. The on objects. We acquire e first clue that the brain uses is the size on the grunt, the less space the object occupies, the more we will understand that it is further away people estimate distance Crazy illusions can be created if we understand how - perception of distance and depth can change the experience completely all the pieces of information that help us understand the order of - Depth clues distances from the object : 1. first illusion is called the - Processes of the brain and not of the eyes Occlusion If I see an object that looks like an object I know from past : experience, I will immediately get a sense of depth and complete it from my past experience 2. One of the most powerful and well - known depth cues is shadow : create movement and space, when you play with the shadow you make the object look whether it is far, close, etc 3. Relative size a matter of relative size. The more space the object : occupies on the grunt, the more we will understand and estimate the distance from the object. In creating a game the size of the objects on the grunt creates depth 4. Texture a pattern of shapes and li nes on a certain space. Railroad : tracks: two lines that gradually converge. It is understandable that the lines come together and it is understandable that they eventually of depth collide. If we had no experience we would have a thought 5. Retinal disparity : a gap between the retinas. Formed between the two images that are fixed on the eyes. The image changes more the closer the objects are, when the objects are far away there is no such difference. When the image changes significantly there is an estimate this is used for 3D. Each scene is filmed with two - of the distance cameras, one image is taken and put on top of the other, and colors are used, each color filters the image Size estimate : 1. factor of comparison - Object relation for comparison 2. it is easy to create an illusion. The angle of the shot is - ion Composit misleading * In the absence of clues in reality, the only thing that produces the experience is our our expectations - imagination Lesson 8 : Why colors ? as soon as color allows me to concentrate, it - Color has a survival component allows me to conduct my life in a more precise way color becomes part of the object's identity, allowing us to - Color and identification rld around us based on past experience produce a deep understanding of the wo you can use color as a symbol, for example a traffic light - Colors are language color creates pleasure and experience thanks to it, gives - Creating an experience us joy e, to ensure attention to the stimuli on the there is something that is extrem - Concert screen The light rays that reach us from the sun consist of many light waves, each light slow/fast - the waves move at a certain frequency - wave is of a different length experience is a white color. If almost nothing When everyone hits us in the eye our comes to our eye we see black even when nothing comes looks black Blue color for example: is created when the wavelengths from the sun reach the edium wavelengths object, the color that colors the object absorbs the long and m and the only thing that returns to the eye is the short wavelengths. A light beam the material absorbs the long and medium wavelengths - contains all wavelengths in, the and reflects the short ones. The eye receives it and transmits it to the bra brain takes the physical phenomenon and translates it into an experience of color - in the physical world around us there is no color, it's all inside the brain Each wavelength is translated in the brain into a different color types of repellers In Ein there are 3 : R - RED G - _ GREEN B - BLUE The combinations of the strength of the different repellants create the rainbow of colors that exists in the world, the strengths in the mix give the entire color scale For example sun : From a yellow color that is at the height of the sky, during sunset, it has to pass more particles on the way to the eye, and this is how the waves are slowed down , that is why you see the sun in red at sunset a mechanism on the retina that should We have 3 central wavelengths, we have detect them - an experience of the color blue - Short green color - Medium red color - Long different colors are created: an - As soon as combinations of different lengths begin experience of another color - and checks what - takes the activity level of each of the types of repellants The brain is happening, like a sensor: connect them together and the experience is a different color. The different combinations give the different colors. Right at the level of the a I have these repellents, that everyone knows how to react to a different color retin This means that I have a specific sensor for each of these colors, the three colors that we react to the fastest (red, green and blue) yellow - but in the layer of the retinas, in the back part we have a Not in the layer of the retina mechanism and its main function is to increase contrast between 3 specific pairs of red green, black white and blue yellow. For most people these will be the - colors ontrast. I have in the system of the eye, specific cells colors that create maximum c that increase certain information and weaken other information , for example: blue next to yellow expresses a very high contrast. A mechanism of survival purpose to a powerful - anslate the wavelengths in the world increase contrast in the way we tr tool. An experience of perception is a complex experience that has many if we practice and - components and parts, each of which can have an effect d improve the distinction experience enough times, we will be able to distinguish an , only after much effort if we activate the - Gadelions can get tired and the opposite process can happen procedure very strongly we can see the opposite color. for example; Instead of e is created on the retina that does not yellow appearing blue, "after image", an imag exist in reality, if we tire the gladiolus we can see the opposite experience On the face of it, it sounds like the most logical thing is to generate background rk stimuli on these couples, but why won't it always wo ? usually one of these mechanisms is damaged, it can be a situation - Color blindness where we can't see one color or the repulsors don't work and I can only see through if - the periphery and see only thanks to the reeds. The context mechanism is lost e want to adjust the user experience also for color blind people, we cannot use w these pairs for contrast two of red green and one of blue yellow, if - There are three types of color blindness r than red green we use maximum contrast we will prefer to use blue yellow rathe which is more common the point is to maintain maximum contrast between the - The point is not the color button and the background We must know our users, if our audience is men, 8 percent of whom are color blind , we have lost 8 percent of our audience. On the other hand, if our target audience is female, then we will go back to the first part of the lesson and use a color contrast of green and red to stand out Lesson 9 : Gestalt principles - We have a basic human tendency to look for order and organization and to quickly identify what is in front of us. As soon as I can arrange shapes and organize them a process of categorization and - tomatically do it for my identification, I will au identification are inevitable the way in which - the whole is more than the sum of its parts - The saying for gestalt the forms are arranged takes on meaning, the relationships between them create a different meaning according to my past experience and according to the desire to tand the world around me unders significant and - How will we take the principles and carry out this organization important that people do anyway, if we understand it we can control the type of experience given to our users what we - is more than the sum of its parts You have to understand that the whole put on the screen is more than the object itself, but also the way they are organized the - How do I create a very basic organization on the screen that produces silence o make categories and identify them and thus brain is constantly trying and looking t understand the world - If a person didn't have the ability to complete the picture and make my identification so basic in our being - and complete the image, I wouldn't be able to face the world - Based on our past experience, we produce clear objects even if they are incomplete or complete, we immediately complete the feature, sometimes we will not even notice a fault tion between stimuli and background Principle 1: Differentia : they cannot be confused. When - What is the stimulus and what is the background there is such a situation, there is a load on the system, it tries to understand what is gnitive system. Be clear about important and what is less important. Loads the co there must be a clear distinction - what is the stimulus and what is the background and you need to notice that the background no longer captures attention/meaning in l system for understanding relation to the stimuli, immediately hinders the perceptua what is happening A collection of gestalt principles that can produce a process of categorization : How to create groups and categories with these tools Continuity - ng continuous and As humans we have a tendency to look at a pattern as somethi create an experience of continuity. As soon as it is possible to take information on the screen and use it as a pattern helps to direct the experience of use a tea pot that is filled by scrolling down - For example Similarity - known principle is that things that look similar, the same color, shape - ell Another w , distance from each other, produce uniformity Using a taxonomy of perspectives together can also produce a categorization as a dispersion which itself is messy Proximity - ough they look the same they will be perceived as one unit because they are Even th close to each other. The thing that produces the categorization is the distance Common region - u Put a frame around the things that will be grouped together, on almost every site yo can find a principle of a sense of organization. Connection through lines also creates this organization movement principles - Synchrony in time Visual events that occur at the same time common fate Things that are moving in the same direction For example, the Asus website - the use of the principles of the Gestalt creates a calm - There is an analogy here experience, reduces the part of the rush. The way the words are organized and fact that there is a arranged, the use of the same font size and type, the use of the circle with an icon next to it and a word under a line, this pattern immediately creates an experience of order Common region , The frames that are here - there is a lot of information, colors wasn't in a frame but just thrown on the screen pictures, etc., inside each frame. If it , there would be a complete mess here Proximity - it also maintains fixed distances from each other which creates an experience of order. Perceptual structure is preserved to produce an organized experience even though there is a lot of information on the screen bottom to the top may create continuity The fact that in Asus I will go from the * The continuity usually produces some kind of perceptual pattern that I want to follow on the screen. (To create a feeling that there is a certain pattern on the screen. For a - connect that gives a sense of continuity example: a collection of points that we powerful tool that is not used much. To manage the experience of people on the screen and in what order of things I can create a certain order of actions that they and in this order will then experience The use in the way I want an example of chaos and gestalt - Pinterest FOMO - in the urge to push down, every time you feel like you're missing something , scrolling down gives a sense of infinity. Don't want to miss the next thing and see the sequel attention - Every time you finish designing a screen, look and try to notice that we didn't load too much information on the screen, and let people carry out categorization and identification processes without getting headaches sers and want to produce an interactive game When we intentionally challenge the u a good, creative idea. Don't use it - that will add a vibe to the experience on purpose too much because you still want to reach it easily and use it comfortably usually the right - de of the brain A neurological phenomenon mainly in the right si side of the brain is responsible for the left side of the body and the world and vice versa. It turns out that our attention is mainly on the right side of the brain and then if an interesting phenomenon called there is a brain injury on the right side, abandonment occurs . For people with brain damage on the right side, they neglect if there is damage to - one side, do not perceive what is on the left side of the world e of the world. The vision system the right side, I pay less attention to the left sid works and is normal, and if they turn their attention to the left side they will see, but naturally in their conduct they will pay less attention to what is happening on the left of attention and attention, people can problem a - side. They do not pay attention walk and come across a table on the left side of the road because they did not pay attention Note that he is there They will draw exactly the same picture because they do not perceive what is they could not say why but will still choose it. The basics - ide happening on the left s still work What about healthy adults ? We probably won't design screens exactly for people about this phenomenon f the Attention is more focused on the right side of the brain and the majority o healthy population sees an interesting opposite phenomenon. Precisely because our listening abilities are on the right side of the brain, healthy people naturally the way ared to we scan the world, we will be more attentive to the left side of the world comp the right side of the world. What will be on the left side will fit better relative to the right side in my field of vision. Of course, the center of the screen is the area where e left side of the there is the most reception and attention, in terms of importance, th all other information - screen receives the next most important area after the center and the importance of the information will go to the left side and then to the right the Hebrew - side. Of course, things like language must be taken into account but what I can I will - language will look strange if you start on the left as a sentence put on the left, this is based on the past experience of my users and things they are used to and automatic to Lesson 10 : Attention it differs in only one dimension from the - fferent from the stimulus The noise is very di the - we look for an object in a more or less noisy environment - stimulus. Search task stimulus is different from the other stimuli in its form mpletely changes the whole experience The noise makes a real difference and co - Feature integration theory: Features are the different dimensions of visual stimuli for color, shape, orientation - example and we call this a combination of features. When I have a - Stimuli of phased dimensions ld full of stimuli and one of the objects is different, in one feature or one dimension wor from the other features, I have no problem grasping/absorbing it, this specific stimulus will imuli everything jump out at me. But if I have to combine two dimensions to identify the st becomes more complex, it will take me longer to find the object I'm looking for If there are two or three stimuli that are the most important thing for us on the screen - the - from all the rest there is one and only feature in which they are radically different background can be terribly messy and busy but I will still pay attention to it what is the most suitable thing - Prioritize what is the most important thing on the screen cal point of view a psychological, design or techni - for the target audience Memory Long term memory term moments - Ability to remember long Sensory memory: deals with the information we encountered on the sensory side immediately - *ICONIC MEMORY - People manage to remember about 4 items from what is shown to them, how can it be that we perceive so little ? An experiment that tested the appearance revealed that we perceive little except while we ng around us is enormous, but as soon are reporting. Our ability to perceive what is happeni as I need to focus and activate significant processing processes, the information disappears a picture can do the job with - If there is a specific vibe that we want the site to transmit proper transparency *Working memory - thoughts that are - the things that are pondering in my head right now d systems in my head right now and can come from the two secon - LONG TERM MEMORY AND SENSORY MEMORY all take place - The process of making decisions, understanding what I see, what I choose within the working memory This system is often used for our thinking processes, but it is ve something in front of my eyes because I constantly have "less" necessary when I ha something in front of the screen, but it is very limited. Unlike sensory , it cannot absorb and limited, so we as designers must take this into account - process a lot of information at once y systems while we think about the things in a given moment Memor our ability to remember a collection of items is limited - A collection of units on the screen The ability to process it is limited to a minimal amount the - stores language information and is limited a storehouse that - The phonological loop ability to hold information details is limited. If pieces of information are connected to each other about a past experience I can remember, but if I am given a collection of items that each other I will not remember. Relevant to the amount of menus we are not connected to we don't want people to forget what the options were at the beginning - put on the screen of the line nd for the sake of comparison a - The visual warehouse can store 4 units at the same time the ability to save - the ability to remember the items, I will limit the amount of items to 4 information and store things Lesson 11 : Chunking 6 verbal items - we can hold 4 visual items or 5 - Our online thinking is limited our past experience to take many pieces of information We are very good at using and make them into one unit Humans have many items, and still looking at people around us we are not overwhelmed by the amount of information because we are seeing a human being. If ion to individual items such as a shirt, watch, etc. then it is we turn the attent individual items There is information that emerges from past experience and many items are in one category we will put a lot of information and feel less - combined into one example Netfix for - threatened Minimize the amount of information that can be saved, reduce noise. It is better to share many screens on less information than few screens on a lot of information a - a load Information processing and our retention ability drops as soon as there is traffic jam in the brain Lesson 12 : When we put people in FMRI , we see that they light up with activity in the areas responsible for considerations called the dorsolateral prefrontal cortex Located in the wrinkled - front part of the upper brain. The brain has an outer covering where it is parts like that making take place there - ificant processes of thinking and decision All sign - making: we are unable to contain the fear - Emotion radically governs our decision that we will do something wrong in making a decision aking process are m - Other areas that work in the brain in our decision - insula - responsible for translating a physical experience into - A slightly more internal area f i - an emotional experience. Acts in sensory sensations and also acts in social acts , or someone breaks my someone behaves in a disgusting way that "makes me sick" the insula mediates as real pain in the heart, experienced as pain for - heart everything Migdal - A very important area whose responsibility is to guard against danger, negative d are alerted to danger emotions such as fear. Even when we experience fear an Located just behind the eyes - Oribtol Frontal Cortex Responsible for regulating behavior based on our experience A situation where you did something and it didn't work and you know that the next u still can't stop yourself from trying. This part time you do it it won't work and yo gives me pause Phineas Gage - He worked for the railroad company in 1848, working on a team whose job it was to clear rocks so they could build railroad tracks there. They would put an explosive as come with a large metal rod, fasten the explosive and make a controlled - k the roc Phineas was able to speak - explosion. One day the rod went through his head , breathing and pulse are - stand, these are not the parts that are responsible for life the brain in the back of After several months he returned to functioning, and they did a lot of cognitive tests and it seemed that his cognition remained completely normal, what they discovered family. His to hold a job and a - was that his social abilities were drastically damaged how you are supposed to - making was also affected in a fundamental way - decision conduct yourself in social situations and the ability to make decisions There are all kinds of nanotechnologies that try to implant very small parts of the brain, but we are not there yet emotions take a lot of part - ight decisions It is not enough to be smart to make the r in making decisions. Emotion is essential on this thing making process - together they help me in the decision - There are two databases by experiences - A cognitive database insula the role of the - Emotional reservoir People who have damage to the Orbitol Frontal Cortex do not develop HCR reactions , dangerous/not dangerous, they do not have such a jump in the body that indicates danger. In addition, they continue to choose incorrect and dangerous choices. The motional knowledge base fails to regulate the behavior. We need feelings to e "intuition", the gut feeling that cannot yet express in words - ehavior regulate our b that says be careful. If I have rich past experience within a certain world and I feel need to pay attention and be careful, this is our emotional knowledge base that that I irects the system and in cases of danger it works faster than our cognitive strongly d processing loss aversion - The theory is called "Prospect" - different systems - cause us very extreme biases However, the same mechanisms for processing profit and loss - L OSS GAIN - A painful loss between 2 or 3 times the gain, a mechanism that distorts all decision aking as humans m is much lower than the Our experience and the intensity of its emotion for profit this has all kinds of consequences - intensity of our profit for loss : 1 framing effect The way we use words, once we presented something as a profit it has value, but if ed its value by 2 or we presented it as something that someone might lose, we jump 3 don't lose what I - if I have a news site here - times. How I present and formulate have t