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02

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

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03

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.

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04

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.

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06

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

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08

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

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09

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

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12

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.

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13

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.

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