100 Things Every Designer Needs to Know About People

100 Things Every Designer Needs to Know About People

Author: Susan Weinschenk

Publisher: Pearson Education

Published: 2011-04-14

Total Pages: 438

ISBN-13: 0132658607

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We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you’ll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play. Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as: What grabs and holds attention on a page or screen? What makes memories stick? What is more important, peripheral or central vision? How can you predict the types of errors that people will make? What is the limit to someone’s social circle? How do you motivate people to continue on to (the next step? What line length for text is best? Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.


Book Synopsis 100 Things Every Designer Needs to Know About People by : Susan Weinschenk

Download or read book 100 Things Every Designer Needs to Know About People written by Susan Weinschenk and published by Pearson Education. This book was released on 2011-04-14 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: We design to elicit responses from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With it you’ll be able to design more intuitive and engaging work for print, websites, applications, and products that matches the way people think, work, and play. Learn to increase the effectiveness, conversion rates, and usability of your own design projects by finding the answers to questions such as: What grabs and holds attention on a page or screen? What makes memories stick? What is more important, peripheral or central vision? How can you predict the types of errors that people will make? What is the limit to someone’s social circle? How do you motivate people to continue on to (the next step? What line length for text is best? Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

100 Things Every Designer Needs to Know About People

100 Things Every Designer Needs to Know About People

Author: Susan Weinschenk

Publisher: New Riders

Published: 2020-06-01

Total Pages: 351

ISBN-13: 0136746888

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WE DESIGN TO ELICIT RESPONSES from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With this book you’ll design more intuitive and engaging apps, software, websites and products that match the way people think, decide and behave. INCREASE THE EFFECTIVENESS OF YOUR PRODUCTS. Apply psychology and behavioral science to your designs. Here are some of the questions this book will answer: • What grabs and holds attention. • What makes memories stick? • What is more important, peripheral or central vision? • Can you predict the types of errors people will make? • What is the limit to someone’s social circle? • What line length for text is best? • Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.


Book Synopsis 100 Things Every Designer Needs to Know About People by : Susan Weinschenk

Download or read book 100 Things Every Designer Needs to Know About People written by Susan Weinschenk and published by New Riders. This book was released on 2020-06-01 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: WE DESIGN TO ELICIT RESPONSES from people. We want them to buy something, read more, or take action of some kind. Designing without understanding what makes people act the way they do is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. This book combines real science and research with practical examples to deliver a guide every designer needs. With this book you’ll design more intuitive and engaging apps, software, websites and products that match the way people think, decide and behave. INCREASE THE EFFECTIVENESS OF YOUR PRODUCTS. Apply psychology and behavioral science to your designs. Here are some of the questions this book will answer: • What grabs and holds attention. • What makes memories stick? • What is more important, peripheral or central vision? • Can you predict the types of errors people will make? • What is the limit to someone’s social circle? • What line length for text is best? • Are some fonts better than others? These are just a few of the questions that the book answers in its deep-dive exploration of what makes people tick.

100 Things Every Presenter Needs to Know About People

100 Things Every Presenter Needs to Know About People

Author: Susan Weinschenk

Publisher: New Riders

Published: 2012-05-07

Total Pages: 492

ISBN-13: 0132964104

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Every day around the world millions of presentations are given, with millions of decisions hanging in the balance as a result. Do you know the science behind giving a powerful and persuasive presentation? This book reveals what you need to know about how people listen, how people decide, and how people react so that you can learn to create more engaging presentations. No matter what your current skill level, whether beginner or polished, this book will guide you to the next level, teaching you how to improve your delivery, stance, eye contact, voice, materials, media, message, and call to action. Learn to increase the effectiveness of your own presentations by finding the answers to questions like these: What grabs and holds attention during a presentation? How do you choose the best media to use? What makes the content of a presentation stick? How do people react to your voice, posture, and gestures? How do people respond to the flow of your message? How do you motivate people to take action? These are just a few of the questions that the book answers in its deep-dive exploration of what you need to know about people to create a compelling presentation.


Book Synopsis 100 Things Every Presenter Needs to Know About People by : Susan Weinschenk

Download or read book 100 Things Every Presenter Needs to Know About People written by Susan Weinschenk and published by New Riders. This book was released on 2012-05-07 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every day around the world millions of presentations are given, with millions of decisions hanging in the balance as a result. Do you know the science behind giving a powerful and persuasive presentation? This book reveals what you need to know about how people listen, how people decide, and how people react so that you can learn to create more engaging presentations. No matter what your current skill level, whether beginner or polished, this book will guide you to the next level, teaching you how to improve your delivery, stance, eye contact, voice, materials, media, message, and call to action. Learn to increase the effectiveness of your own presentations by finding the answers to questions like these: What grabs and holds attention during a presentation? How do you choose the best media to use? What makes the content of a presentation stick? How do people react to your voice, posture, and gestures? How do people respond to the flow of your message? How do you motivate people to take action? These are just a few of the questions that the book answers in its deep-dive exploration of what you need to know about people to create a compelling presentation.

How to Get People to Do Stuff

How to Get People to Do Stuff

Author: Susan Weinschenk

Publisher: New Riders

Published: 2013-03-07

Total Pages: 304

ISBN-13: 0133122352

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We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner—a large amount of everyday is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do. In this book you’ll learn the 7 drives that motivate people: The Desire For Mastery, The Need To Belong, The Power of Stories, Carrots and Sticks, Instincts, Habits, and Tricks Of The Mind. For each of the 7 drives behavioral psychologist Dr. Susan Weinschenk describes the research behind each drive, and then offers specific strategies to use. Here’s just a few things you will learn: The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices. If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes. If you want people to act independently, then make a reference to money, BUT if you want people to work with others or help others, then make sure you DON’T refer to money. If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten. If you are using feedback to increase the desire for mastery keep the feedback objective, and don’t include praise.


Book Synopsis How to Get People to Do Stuff by : Susan Weinschenk

Download or read book How to Get People to Do Stuff written by Susan Weinschenk and published by New Riders. This book was released on 2013-03-07 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner—a large amount of everyday is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do. In this book you’ll learn the 7 drives that motivate people: The Desire For Mastery, The Need To Belong, The Power of Stories, Carrots and Sticks, Instincts, Habits, and Tricks Of The Mind. For each of the 7 drives behavioral psychologist Dr. Susan Weinschenk describes the research behind each drive, and then offers specific strategies to use. Here’s just a few things you will learn: The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices. If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes. If you want people to act independently, then make a reference to money, BUT if you want people to work with others or help others, then make sure you DON’T refer to money. If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten. If you are using feedback to increase the desire for mastery keep the feedback objective, and don’t include praise.

Neuro Web Design

Neuro Web Design

Author: Susan Weinschenk

Publisher: Peachpit Press

Published: 2009-03-30

Total Pages: 169

ISBN-13: 0321648765

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“While you’re reading Neuro Web Design, you’ll probably find yourself thinking ‘I already knew that…’ a lot. But when you’re finished, you’ll discover that your ability to create effective web sites has mysteriously improved. A brilliant idea for a book, and very nicely done.” – Steve Krug, author of Don’t Make Me Think! A Common Sense Approach to Web Usability Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click. Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.


Book Synopsis Neuro Web Design by : Susan Weinschenk

Download or read book Neuro Web Design written by Susan Weinschenk and published by Peachpit Press. This book was released on 2009-03-30 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: “While you’re reading Neuro Web Design, you’ll probably find yourself thinking ‘I already knew that…’ a lot. But when you’re finished, you’ll discover that your ability to create effective web sites has mysteriously improved. A brilliant idea for a book, and very nicely done.” – Steve Krug, author of Don’t Make Me Think! A Common Sense Approach to Web Usability Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click. Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.

Ask a Manager

Ask a Manager

Author: Alison Green

Publisher: Ballantine Books

Published: 2018-05-01

Total Pages: 304

ISBN-13: 0399181822

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From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together


Book Synopsis Ask a Manager by : Alison Green

Download or read book Ask a Manager written by Alison Green and published by Ballantine Books. This book was released on 2018-05-01 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together

Adobe Dreamweaver Classroom in a Book (2022 release)

Adobe Dreamweaver Classroom in a Book (2022 release)

Author: James J. Maivald

Publisher: Adobe Press

Published: 2021-12-28

Total Pages: 755

ISBN-13: 0137623216

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Learn how to create webpages for the modern web; incorporate graphics and text; build rich interactive applications; add links to text and images; add interactive elements to your sites; work with HTML5 and CSS3 code and structures; adapt webpage designs to a wide variety of desktop computers and mobile devices with a minimum of hand coding; and publish a finished site to the web. The fastest, easiest, most comprehensive way to learn Adobe Dreamweaver Classroom in a Book®, the best-selling series of hands-on software training workbooks, offers what no other book or training program does—an official training series from Adobe, developed with the support of Adobe product experts. Adobe Dreamweaver Classroom in a Book (2022 release) contains 12 lessons that cover the basics and beyond, providing countless tips and techniques to help you become more productive with the program. You can follow the book from start to finish or choose only those lessons that interest you. Purchasing this book includes valuable online extras. Follow the instructions in the book's "Getting Started" section to unlock access to: Downloadable lesson files you need to work through the projects in the book Web Edition containing the complete text of the book, interactive quizzes, and videos that walk you through the lessons step by step What you need to use this book: Adobe Dreamweaver (2022 release) software, for either Windows or macOS. (Software not included.) Note: Classroom in a Book does not replace the documentation, support, updates, or any other benefits of being a registered owner of Adobe Dreamweaver software.


Book Synopsis Adobe Dreamweaver Classroom in a Book (2022 release) by : James J. Maivald

Download or read book Adobe Dreamweaver Classroom in a Book (2022 release) written by James J. Maivald and published by Adobe Press. This book was released on 2021-12-28 with total page 755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to create webpages for the modern web; incorporate graphics and text; build rich interactive applications; add links to text and images; add interactive elements to your sites; work with HTML5 and CSS3 code and structures; adapt webpage designs to a wide variety of desktop computers and mobile devices with a minimum of hand coding; and publish a finished site to the web. The fastest, easiest, most comprehensive way to learn Adobe Dreamweaver Classroom in a Book®, the best-selling series of hands-on software training workbooks, offers what no other book or training program does—an official training series from Adobe, developed with the support of Adobe product experts. Adobe Dreamweaver Classroom in a Book (2022 release) contains 12 lessons that cover the basics and beyond, providing countless tips and techniques to help you become more productive with the program. You can follow the book from start to finish or choose only those lessons that interest you. Purchasing this book includes valuable online extras. Follow the instructions in the book's "Getting Started" section to unlock access to: Downloadable lesson files you need to work through the projects in the book Web Edition containing the complete text of the book, interactive quizzes, and videos that walk you through the lessons step by step What you need to use this book: Adobe Dreamweaver (2022 release) software, for either Windows or macOS. (Software not included.) Note: Classroom in a Book does not replace the documentation, support, updates, or any other benefits of being a registered owner of Adobe Dreamweaver software.

Laws of UX

Laws of UX

Author: Jon Yablonski

Publisher: O'Reilly Media

Published: 2020-04-21

Total Pages: 153

ISBN-13: 149205528X

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An understanding of psychology—specifically the psychology behind how users behave and interact with digital interfaces—is perhaps the single most valuable nondesign skill a designer can have. The most elegant design can fail if it forces users to conform to the design rather than working within the "blueprint" of how humans perceive and process the world around them. This practical guide explains how you can apply key principles in psychology to build products and experiences that are more intuitive and human-centered. Author Jon Yablonski deconstructs familiar apps and experiences to provide clear examples of how UX designers can build experiences that adapt to how users perceive and process digital interfaces. You’ll learn: How aesthetically pleasing design creates positive responses The principles from psychology most useful for designers How these psychology principles relate to UX heuristics Predictive models including Fitts’s law, Jakob’s law, and Hick’s law Ethical implications of using psychology in design A framework for applying these principles


Book Synopsis Laws of UX by : Jon Yablonski

Download or read book Laws of UX written by Jon Yablonski and published by O'Reilly Media. This book was released on 2020-04-21 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: An understanding of psychology—specifically the psychology behind how users behave and interact with digital interfaces—is perhaps the single most valuable nondesign skill a designer can have. The most elegant design can fail if it forces users to conform to the design rather than working within the "blueprint" of how humans perceive and process the world around them. This practical guide explains how you can apply key principles in psychology to build products and experiences that are more intuitive and human-centered. Author Jon Yablonski deconstructs familiar apps and experiences to provide clear examples of how UX designers can build experiences that adapt to how users perceive and process digital interfaces. You’ll learn: How aesthetically pleasing design creates positive responses The principles from psychology most useful for designers How these psychology principles relate to UX heuristics Predictive models including Fitts’s law, Jakob’s law, and Hick’s law Ethical implications of using psychology in design A framework for applying these principles

Designing Your Life

Designing Your Life

Author: Bill Burnett

Publisher: Knopf

Published: 2016-09-20

Total Pages: 274

ISBN-13: 110187533X

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#1 NEW YORK TIMES BEST SELLER • At last, a book that shows you how to build—design—a life you can thrive in, at any age or stage • “Life has questions. They have answers.” —The New York Times Designers create worlds and solve problems using design thinking. Look around your office or home—at the tablet or smartphone you may be holding or the chair you are sitting in. Everything in our lives was designed by someone. And every design starts with a problem that a designer or team of designers seeks to solve. In this book, Bill Burnett and Dave Evans show us how design thinking can help us create a life that is both meaningful and fulfilling, regardless of who or where we are, what we do or have done for a living, or how young or old we are. The same design thinking responsible for amazing technology, products, and spaces can be used to design and build your career and your life, a life of fulfillment and joy, constantly creative and productive, one that always holds the possibility of surprise.


Book Synopsis Designing Your Life by : Bill Burnett

Download or read book Designing Your Life written by Bill Burnett and published by Knopf. This book was released on 2016-09-20 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 NEW YORK TIMES BEST SELLER • At last, a book that shows you how to build—design—a life you can thrive in, at any age or stage • “Life has questions. They have answers.” —The New York Times Designers create worlds and solve problems using design thinking. Look around your office or home—at the tablet or smartphone you may be holding or the chair you are sitting in. Everything in our lives was designed by someone. And every design starts with a problem that a designer or team of designers seeks to solve. In this book, Bill Burnett and Dave Evans show us how design thinking can help us create a life that is both meaningful and fulfilling, regardless of who or where we are, what we do or have done for a living, or how young or old we are. The same design thinking responsible for amazing technology, products, and spaces can be used to design and build your career and your life, a life of fulfillment and joy, constantly creative and productive, one that always holds the possibility of surprise.

The Silent Patient

The Silent Patient

Author: Alex Michaelides

Publisher: Celadon Books

Published: 2019-02-05

Total Pages: 322

ISBN-13: 1250301718

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**THE INSTANT #1 NEW YORK TIMES BESTSELLER** "An unforgettable—and Hollywood-bound—new thriller... A mix of Hitchcockian suspense, Agatha Christie plotting, and Greek tragedy." —Entertainment Weekly The Silent Patient is a shocking psychological thriller of a woman’s act of violence against her husband—and of the therapist obsessed with uncovering her motive. Alicia Berenson’s life is seemingly perfect. A famous painter married to an in-demand fashion photographer, she lives in a grand house with big windows overlooking a park in one of London’s most desirable areas. One evening her husband Gabriel returns home late from a fashion shoot, and Alicia shoots him five times in the face, and then never speaks another word. Alicia’s refusal to talk, or give any kind of explanation, turns a domestic tragedy into something far grander, a mystery that captures the public imagination and casts Alicia into notoriety. The price of her art skyrockets, and she, the silent patient, is hidden away from the tabloids and spotlight at the Grove, a secure forensic unit in North London. Theo Faber is a criminal psychotherapist who has waited a long time for the opportunity to work with Alicia. His determination to get her to talk and unravel the mystery of why she shot her husband takes him down a twisting path into his own motivations—a search for the truth that threatens to consume him....


Book Synopsis The Silent Patient by : Alex Michaelides

Download or read book The Silent Patient written by Alex Michaelides and published by Celadon Books. This book was released on 2019-02-05 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: **THE INSTANT #1 NEW YORK TIMES BESTSELLER** "An unforgettable—and Hollywood-bound—new thriller... A mix of Hitchcockian suspense, Agatha Christie plotting, and Greek tragedy." —Entertainment Weekly The Silent Patient is a shocking psychological thriller of a woman’s act of violence against her husband—and of the therapist obsessed with uncovering her motive. Alicia Berenson’s life is seemingly perfect. A famous painter married to an in-demand fashion photographer, she lives in a grand house with big windows overlooking a park in one of London’s most desirable areas. One evening her husband Gabriel returns home late from a fashion shoot, and Alicia shoots him five times in the face, and then never speaks another word. Alicia’s refusal to talk, or give any kind of explanation, turns a domestic tragedy into something far grander, a mystery that captures the public imagination and casts Alicia into notoriety. The price of her art skyrockets, and she, the silent patient, is hidden away from the tabloids and spotlight at the Grove, a secure forensic unit in North London. Theo Faber is a criminal psychotherapist who has waited a long time for the opportunity to work with Alicia. His determination to get her to talk and unravel the mystery of why she shot her husband takes him down a twisting path into his own motivations—a search for the truth that threatens to consume him....