The first chapter covers how the brain can be divided into the conscious, un-conscious and old brain and gives examples of how people use the different parts to make decisions. Many readers will have some knowledge of this idea, as well as many of the other ideas presented in this slim 140-odd page book, but what Weinschenk has done is brought a lot of material together so it's not only a quick read, but points out where readers can go for further information if they want toexamine the case studies mentioned in each chapter. Some of the ideas explored include: feeling indebted, invoke scarcity, too many choices, building commitment, similarity, attractiveness, afraid to loose and telling stories. Each chapter discuses one topic, often with a study or experiment drawn from psychology and usually illustrated either through a web example or through an example text in the book itself.
This book isn't about what colours to choose or the placement of elements- rather it's about words and framing decisions; for instance, why it is better -- from a selling point of view -- to ask customers to subtract from a product rather than add? This book will tell you that, with case studies to back it up, that making customers subtract features makes the full-featured model more attractive. Other examples like "invoke scarcity" to explain why saying a video was "banned by congress" makes the reader more interested in seeing the video. At least one other review pointed out that the book doesn't cover much about the use of colour or position. I think this is probably because that kind of information is usually covered in graphic design programs, this book is more about abstract ideas with concrete examples that leave the reader with things to think about rather than examples they can use right away.
The layout of the book, with many photos and graphics, makes the book a quick read. For readers more interested in the psychology, the book has a full biography at end listing articles cited. In a wayNeuro Web Design reminded me of a e-book I read a year or two back that had the idea of social sites like Digg .com being a game with rules that players (members) could learn and win at. The idea stuck with me and I think it's a fresh way of looking at a website, this book is that way too; outside of shopping carts, there's not a lot of things that can put transferred straight into a website, rather, it's ideas that can be applied if you keep them in mind when designing your next website.