38, 39.

38. People Can Be In A Flowstate You have very focused attention on your task. You’re working with a specific, clear, and achievable goal in mind. You receive constant feedback. You have control over your actions. Time changes. The self does not feel threatened. The flow state is personal. The flow state crosses cultures. The flow state is pleasurable. The prefrontal cortex and basal ganglia are both involved. TakeawaysIf you’re trying to design for, or induce, a flow state (for example, you are a game designer): Give people control over their actions during the activity. Break up the difficulty into stages. People need to feel that the current goal is challenging, yet achievable. Give constant feedback. Minimize distractions.

39. Culture Affects How People Think People from different geographical regions and cultures respond differently to photos and Web site designs. In East Asia people notice and remember the background and context more than people in the West do. If you are designing products for multiple cultures and geographical regions, then you had better conduct audience research in multiple locations. When reading psychology research, you might want to avoid generalizing the results if you know that the study participants were all from one geographical region. Be careful of overgeneralizing.