Psychology in UI and UX

Deck based on the article: https://uxplanet.org/the-psychology-principles-every-ui-ux-designer-needs-to-know-24116fd65778

* Von Restorff effect
* Serial position effect
* Cognitive load
* Hick’s law
* Law of proximity

Transcript

1. Psychology in UI/UX Design UX Lightning Talk Emanuele Spies
2. Von Restorff effect
3. The isolation effect.¹ When multiple similar objects are present, the one that differs is most likely to be remembered. “When multiple similar objects are present, the one that differs from the rest is most likely to be remembered!” Von Restorff effect
4. Serial position effect
5. The propensity of a user to remember the first and last items in a series.¹ Use when you are considering how to order items in a list.² Serial position effect
6. Cognitive load
7. Refers to the total amount of mental effort a user needs to complete a specific task.¹ Intrinsic cognitive load is the difficulty associated with a specific instructional topic. Germane cognitive load is the load devoted to processing information and construction of schemas. Cognitive load
8. Hick’s law
9. More choices need more cognitive load, increasing the number of choices will increase the decision time logarithmically.³ Hick’s law
10. Law of proximity
11. States that objects that are near, or proximate to each other, tend to be grouped together.¹ In the image the circles on the left appear to be part of one grouping while those on the right appear to be part of another.4 Law of proximity
12. References
13. [1] - https://uxplanet.org/the-psychology- principles-every-ui-ux-designer-needs-to- know-24116fd65778 [2] - http://ui-patterns.com/patterns/Serial- positioning-effect [3] - https://uxdesign.cc/ux-psychology-go- hand-in-hand-introduction-to-human- attention-a70ffd2c4289 [4] - https://www.verywellmind.com/gestalt- laws-of-perceptual-organization-2795835 References