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A conceptual model is the actual model that is given to the person through the design and interface of the actual product.

Going back to the i Pad ebook example, you have a mental model about what reading a book will be like in the i Pad, how it will work, what you can do with it.

the estimate is that we handle 40,000,000 pieces of information every second, but only 40 of those make it to our conscious brains).

Well, it’s not really your fault, you (and everybody else) can’t resist looking at scenes of danger.

It’s your “old brain” telling you to PAY ATTENTION.

If you’ve been using a Kindle for the past year, then your mental model will be different from someone who has never read a book electronically.

And once you get the i Pad and read a couple of books on it, whichever mental model you had in your head before will start to change and adjust to reflect your experience. –The term mental model has been around for at least the last 25 years.

It doesn’t matter how hard you try to not notice these 3 things in your surroundings, you will always notice them. You don’t necessarily have to do anything once you notice, for example, you don’t have to eat the chocolate cake when you see it, you don’t have to flirt with the attractive person who walked into the room, and you don’t have to run away from the large scary guy that walked in the room with the good looking woman.

But you WILL notice all of those things whether you want to or not. I am pointing out that if you want to get someone’s attention at a website, then any images or headlines that include or imply food, sex, or danger will definitely get attention. Have you seen any good examples of websites that use these ideas effectively (besides just sex sites — don’t send me URLs for those)?

They help shape actions and behavior, influence what people pay attention to in complicated situations, and define how people approach and solve problems.” Users create mental models very quickly — often before they even use a website or a product. conceptual models –In order to understand why mental models are so important to design, you have to also understand what a conceptual model is and how it is different from a mental model.

Users’ mental models come from their prior experience with similar sites or products, assumptions they have, things they’ve heard others say, and also from their direct experience with the product or device. A mental model is the representation that a person has in their minds about the object they are interacting with.

I have to admit to pretty much total ignorance about Portugal, the different regions, landscapes, and parts of the country, so I went to the official tourism web site for the country.

Give me a little bit at a time — The Portugal tourism site did an OK job of what is called .

The “new brain” is the conscious, reasoning, logical brain that you think you know best; the mid brain” is the part of the brain that processes emotions, and the “old brain” is the part of the brain that is most interested in your survival. As animals evolved they developed other capacities (emotions, logical thought), but they retained a part of their brain to always be scanning what is going on for these three critical questions.