When designing, one question often lingers in the mind: “Will this design truly capture the user’s attention?” Even technically perfect designs can fail if they do not resonate with the user. This is where design psychology comes into play to help answer that question.
Design psychology focuses on understanding human behavior and the mind, aiming to create better user experiences. In this article, we will explore 15 design psychology laws that help uncover the underlying psychology behind user behavior that is often overlooked.
The Laws of Design Psychology
- Fitts’ Law: Fitts’ Law states that the time to reach a target can be predicted by the size and distance of the target. A good example of using this law is placing frequently used buttons in mobile app design larger and within easy reach. Users feel more satisfied when they can easily achieve their goals.
- Hick’s Law: Providing users with too many choices can lead to decision paralysis. A prime example is Uber’s vehicle selection screen, where initially, only the main vehicle types are displayed. This helps reduce the burden of choice for the user.
- Aesthetic Usability Effect: Did you know that aesthetically pleasing designs positively impact usability? This psychological phenomenon makes people perceive visually appealing designs as easier to use. However, if the design is only beautiful but difficult to use, users will eventually be disappointed.
- Cocktail Party Effect: The Cocktail Party Effect is used to highlight specific information that catches people’s attention. A good example is Slack, where messages mentioning the user are highlighted. Users can more easily focus on information relevant to them.
- Peak-End Rule: People tend to remember the peak moments and the end of an experience the best. Experiences like Amazon’s streamlined checkout process enhance user satisfaction and leave a positive impression. If applied well, this rule can make your service or product more memorable to users.
- Framing Effect: How information is presented can influence user decisions. Think of the difference between stating a 90% success rate versus a 10% failure rate.
- Cognitive Load Theory: Limiting the amount of information users process at once helps them understand it better. Step-by-step onboarding processes are a prime example.
- Serial Position Effect: Place important information at the beginning or end of a list. Users tend to remember information located in these positions better.
- Jakob’s Law: Users prefer familiar design patterns they have encountered before. Familiar layouts enhance user experience.
- Pareto Principle: 80% of results come from 20% of causes. Focus on frequently used features to simplify design.
- Zeigarnik Effect: Highlighting unfinished tasks can motivate users to complete them. LinkedIn’s profile completion bar is a great example.
- Confirmation Bias: Users favor information that reinforces their existing beliefs. Social media algorithms leverage this well.
- Banner Blindness: Users tend to ignore prominent banner ads. It’s better to design ads that blend naturally with the content.
- Delmic’s Law: Users feel more trust when they receive immediate feedback. Positive feedback enhances the user experience.
- Social Proof Theory: The behavior or choices of others influence users’ decisions. Utilize reviews or recommendations.
Conclusion
By understanding these 15 psychological principles, you can gain deeper insights into user experience and create better designs. However, these laws are not absolute. They should be adapted and applied according to the context and the users.
The key takeaway is that improving user experience requires continuous exploration and effort. Even as new technologies emerge and user expectations evolve, if you effectively apply these fundamental principles, your designs will always leave a lasting impression on your users.