Susan Weinschenk is a behavioral psychologist and her book 100 Things Every Designer Needs to Know About People was one of the first books I read about the psychology of design. Since then she has been my hero. In one of her online classes, Brain and Behavioral Science, she states that around the year 2000, researchers within the field learned that most of the decisions we make are unconscious. In fact, up to 90% of our decision-making is unconscious. Susan said that:
We often like to think that we’re like Mr. Spock in Star Trek, and very rational and logical.