If we ask you to recall your favourite product of your childhood, what would it be? The one which is colourful, easy to use and fun to be around, right? Though you may have grown up now and don’t think too much about all of these, your mind does. It does everything that it used to do in childhood – getting attracted by nice colours, easy functionalities, and great experiences.
There is definitely a good and valid reason why big brands are spending big amounts on the UI/UX of their branding and products. According to one study, the same product with different UI/UX led to major differences in sales. The one with better branding saw a 117% higher sales ratio compared to another. Thus, UI/UX is one of the most significant aspects of your branding and marketing strategy.
But what are the techniques of UI/UX that result in the best user experience? What are the principles that rule the world of UI/UX? What are the simple tricks and hacks you should keep in mind while designing? In this blog post, we have talked about 5 psychology principles for better user experience design that will help you to make the best design ever.
The Role of Psychology in User-Experience (UX) Design –
User experience is all about playing with the psychology of your target audience. UX is the deciding factor for the response you get on your website or brand. Be it desired one or negative – that’s all because of UX. With the right techniques of UX, you can get the desired response from your audience and create a massive impact. UX is all about evoking the right set of emotions and identity in your audience so that they relate to your brand and products. Create immersive experiences and drive them insane to purchase your products. But what are those top 5 psychology principles for better User Experience Design?
Here are the top 5 psychology principles for the ultimate user experience. We have talked about Miller’s Law, the Gestalt Laws, the Serial Position Effect, the Von Restorff Effect, and Hick’s Law along with its visual demonstration. So let’s quickly have a look at the best psychological principles for UX designs.
1. Miller’s Law –
According to Miller’s law, humans can remember only 7 (two plus or minus) pieces of information in their active memory. But how is this useful for UX designers? As humans can remember only 7 pieces of information at a time, the designer should keep this principle in mind and design web, app and packaging accordingly.
While designing, keep in mind these two things – i) to present content in a more memorable and effective way, and ii) minimum options to display. If you have more products to show, divide them into groups of 7 so it becomes easier to consume and select the products. Dividing products into major and subcategories is known as chunking.
Chunking helps your audience to filter their choice easily and thus providing a better user experience.
One of the most popular mobile network providers, Airtel, has successfully implemented the law of Miller on their website. You can see 7 options on their website namely “Prepaid” “Postpaid” “Broadband” “DTH” “Bank” “Airtel Back” and “Help”.
Another example of Miller’s Law is visible on Axis Bank’s website.
They have 5 options, which is the 7 – 2 rule here.
One more example of Moz, a leading SEO learning and tools provider across the globe.
Last but not least is Byju’s example. They have also followed Miller’s law by providing 5 options at the time.
2. Gestalt Laws
Gestalt’s Law consists of 5 ideas – Proximity, Similarity, Continuity, Closure, and Connectedness. Moreover, the “Gestalt Laws of grouping” are a set of principles in psychology that talks about the human tendency to organize many smaller items into a larger whole.
Similarly, the “Gestalt Law of Proximity” suggests that humans identify visual elements that are related to each other, and especially if there are other elements that are not relatable or further away from each other.
UX Designers can use Gestalt’s law for creating visual hierarchy and better scannability of content. Using white space in websites and apps is the best example of Gestalt’s Law. Whitespace makes design appealing by implying the right groupings and scannable layouts.
OnePlus’s website has gracefully implemented the Gestalt’s Law. Look at the home page of their website and you will see the perfect combination of spacing, text alignment, shadows and lighting.
3. Serial Position Effect –
According to the principle of Serial Position Effect, people tend to recall the first and last items in a series best, all other items get less attention. People tend to recall the end of the list best – this phenomenon is known as Recency Effect. When people remember the first items from the list, it is known as the Primacy Effect.
Serial Position Effect helps UX designers with optimization of order and flow of information, sideline distraction, and directing users to a specific pathway.
Using the Serial Position Effect is highly effective in newsletters as people are more likely to click on the first and last links.
One of the finest examples of serial position effects can be seen on BoAt’s website. Look how well they have created the flow of information to make it easier to grab the essential information quickly.
4. Von Restorff Effect –
The Von Restorff Effect is named after German psychiatrist and pediatrician Hedwig von Restorff. Von Restorff Effects is also known as Isolation Effect. According to Von Restorff, when multiple similar items are presented, the different one is most likely to get attention and be remembered.
UX designers can use the Isolation Effect to emphasize a particular product or element and encourage particular action.
Using a different colour that is not in the colour scheme stands out and grabs the attention of users.
News websites or publication house websites are a great place to see Von Restorff effects. With Von Restorff effects, newspapers can get attention on the most important news. With the Von Restorff Effects, that news gets higher clicks and greater attention.
On India Today’s website, we can clearly see how a particular news is getting more space to get the attention of the audience quickly.
5. Hick’s Law
Hick’s Law, also known as Hick-Hyman Law, states that the purchase decision has a direct connection with the available options. More the options available, the higher the decision time. So by eliminating all the extra options or keeping only necessary ones.
By implementing Hick’s law, UX designers can reduce the users’ cognitive stress followed by quick actions and increased conversion.
For example, if you are developing an eCommerce website, eliminate extra and additional steps to increase higher conversion rates. If you can’t streamline the process, make the process as smooth as you can to improve the conversion rates.
We can clearly see that the website has only 2 options for a buyer to smooth the process of purchasing. Either you add the product into the cart or purchase it directly from there. Providing fewer options and making it easier to get to the thank you page increases the rate of conversion.
Final Words –
UX is the most significant aspect of any design process, and following some rules and techniques result in ultimate design success and higher visual appeal. UX is the strong pillar for the content and other elements of a website and brand.
The 5 UX principles we have talked about in this blog are highly practised in the industry and well-known successful brands.
Looking for the best UX designs for your business? Contact us by filling out the form, and we will be getting back to you soon! 🙂
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