Human psychology in UX design: 6 laws you should know

Explore what this means for designers, marketers and brands.

Good UX design is all about understanding the way users behave and designing your web interface for a smooth and seamless experience. Read through for 6 key principles from psychology that govern how users navigate through your website.

1 Jakob’s Law – Familiar experiences

  • Users value familiarity when it comes to navigating websites
  • Adhere to common page viewing and reading patterns
  • Follow standard placement of UI elements on screen

2 Hick’s Law – Easier choices

  • More number of options, more difficult to make a decision
  • Minimize the number of options presented at a time
  • Grouping and intuitive navigation menus can build simplicity

3 Miller’s Law – Reduced cognitive load

  • Short-term memory can store a maximum of 7 things at a time
  • Present information in small chunks to users navigating your website
  • Remove unnecessary elements, improve readability and flow of information

4 Gestalt Principles – Better recognition

  • Users tend to recognize patterns and group similar visual elements
  • Help them make these associations through proximity and placement
  • Improve their understanding and ease of locating what they want

5 Von Restorff Effect – Sharper focus

  • An element that stands out in a group will be easily remembered
  • Use highlights smartly and cautiously, too much and it won’t work
  • Guide the users’ eyes to where you want them to look

6 Mental Models – Quick relatability

  • Commonly understood practices tend to be popularly accepted
  • Make intuitive design choices based on the users’ mental models
  • Help them grasp new interfaces with minimal effort

For strategic web design and development following the fundamental principles of good UI/UX design, click here.