Attention all tech nerds: save your current game of WoW, adjust your glasses and make sure your pocket protectors are secured because it is time to step out of your mother’s dimly list basement and talk to some real, live, people.

Alright, this stereotype is not exactly in place anymore, however author Susan Weinschenkknows that there is still a gap between the creators of web content and the people that they are trying to reach.

Weinschenk is actually Dr. Weinschenk, with a Ph.D. in Psychology she has been slinging her consultant expertise about human behavior and neuro-patterning around Fortune 500 companies for 30 years.

Her most recent book, 100 Things Every Designer Need to Know About People provides a crash course in psychology that even the most non-user-friendly IT person can put into action.

“I’ve been studying the psychology of technology for 35 years. I wanted to share all the great knowledge in this field in a way that was informative but also fun and engaging…[People need to know that if a website] doesn’t work for the people that have to use it then it will be very hard for it to succeed.”

The book doesn’t lie. It is literally 100 items detailing how our aesthetic brains work, highlighting everything from the fact that (font) size does matter, memory chunking, habit formation, our inherent laziness, and so on. Basically, you can create a bangin’ website, but if it doesn’t fit the flow of how we pattern our behavior, then your site is going to be as valuable as a pog set. Remember pogs? No? Well then, you get my point.

Dr.Weinschenk exemplifies the excellence with which technical practicality and the necessity to remember the human-ness of marketing, go hand in hand. Art is a science, science is an art and somewhere in between these things lies a business practice that can heartily exist online not just today, but to infinity- and beyond. All that is asked of you it to learn about the brains of the people for which you are honing your mad skills.