Aesthetic Usability Effect01Users often perceive aesthetically pleasing design as design that’s more usable.Learn More
Doherty Threshold02Productivity soars when a computer and its users interact at a pace (<400ms) that ensures that neither has to wait on the other.Learn More
Fitts’s Law03The time to acquire a target is a function of the distance to and size of the target.Learn More
Hick’s Law04The time it takes to make a decision increases with the number and complexity of choices.Learn More
Jakob’s Law05Users 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
Law of Common Region06Elements tend to be perceived into groups if they are sharing an area with a clearly defined boundary.Learn More
Law of Prägnanz07People 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
Law of Proximity08Objects that are near, or proximate to each other, tend to be grouped together.Learn More
Law of Similarity09The 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
Law of Uniform Connectedness10Elements that are visually connected are perceived as more related than elements with no connection.Learn More
Miller’s Law11The average person can only keep 7 (plus or minus 2) items in their working memory.Learn More
Occam’s Razor12Among competing hypotheses that predict equally well, the one with the fewest assumptions should be selected.Learn More
Pareto Principle13The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.Learn More
Peak-End Rule15People judge an experience largely based on how they felt at its peak and at its end, rather than the total sum or average of every moment of the experience.Learn More
Serial Position Effect17Users have a propensity to best remember the first and last items in a series.Learn More
Tesler’s Law18Tesler'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
Von Restorff Effect19The 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
Zeigarnik Effect20People remember uncompleted or interrupted tasks better than completed tasks.Learn More