Scroll Down
graphic
graphic
graphic
graphic
graphic
graphic

02

Productivity soars when a computer and its users interact at a pace (<400ms) that ensures that neither has to wait on the other.

Learn More
graphic
graphic
graphic
graphic
graphic
graphic

04

The time it takes to make a decision increases with the number and complexity of choices.

Learn More
graphic
graphic
graphic

05

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Learn More
graphic
graphic
graphic
graphic
graphic
graphic

07

People will perceive and interpret ambiguous or complex images as the simplest form possible, because it is the interpretation that requires the least cognitive effort of us.

Learn More
graphic
graphic
graphic
graphic
graphic
graphic

09

The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.

Learn More
graphic
graphic
graphic
graphic
graphic
graphic
graphic
graphic
graphic

12

Among competing hypotheses that predict equally well, the one with the fewest assumptions should be selected.

Learn More
graphic
graphic
graphic

13

The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.

Learn More
graphic
graphic
graphic
graphic
graphic
graphic
graphic
graphic
graphic

16

Tesler's Law, also known as The Law of Conservation of Complexity, states that for any system there is a certain amount of complexity which cannot be reduced.

Learn More
graphic
graphic
graphic

17

The Von Restorff effect, also known as The Isolation Effect, predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered.

Learn More
graphic
graphic
graphic