The archetypes have to align design. Consider archetypes themes and forms in all aspects of a design, from form and function to name and brand (24)

1. chunk information (into 4 points more or less) when people are required to recall and retain information, or when information is used for problem solving. Do not chunk information that is to be searched or scanned (30)

2. familiar words are easier to remember and chunk together. Chunking large strings of numbers into multiple, smaller stringers can help (31)

3. Hawthorne effect: employees are more productive based on their belief that changes made to the environment will increase productivity (68)

4. repeated exposure to stimuli for which people have neutral feelings will increase the likeability of the stimuli (70)

5. as the flexibility of a system increases, its usability decreases (86)

6. hick’s law: the time it takes to make a decision increases as the number of alternatives increases (102)

7. hierarchy of needs in design (per ordine di importanza): functionality->reliability->usability->proficiency->creativity (107)

8. when perpetual and cognitive systems are under-taxed, people become apathetic and bored. If they are over taxed, people become stressed and frustrated. Immersion occurs when perceptual and cognitive systems are challenged at near capacity, without being exceeded. (112)

9. favor symmetrical compositions when efficiency of use is the priority, and asymmetrical compositions when interestingness is the priority (120)

10. consider threatening stimuli to rapidly attract attention (192)

11. unusual words with unusual spellings are found in abundance in the Harry Potter books and are among the frequently cited reasons for their popularity with children (204)