Designers are well-known for their ability to imagine solutions for several problems and to deliver end products that change the world. But one thing that is often overlooked is the significance of the psychology of design which affects how a person understands the world, what they value, and how they react to certain stimuli.
Let’s jump straight into the 5 Design Psychology every designer should know:
1. The Von-Restorff Effect
The Von-Restorff Effect, often known as the “isolation effect,” predicts that when consumers are presented with several homogenous stimuli, they would recall the one that varies from the others. In other words, the thing that is distinct from the others is more likely to be recalled. Because the one-of-a-kind thing stands out among a throng of similar objects, it is remembered.
Designing large, elegant buttons is a traditional use of this notion. You want the call-to-action (CTA) to stand out, therefore design it such that it stands out from everything else. A noticeable CTA may make or break conversions, so make sure you highlight its existence. Pricing pages are another area where UX designers frequently use the Von-Restorff Effect.
This approach is also commonly used by UX designers on product pages.
2. Hicks law
According to Hick’s Law, the time it takes to make a decision grows in proportion to the amount and complexity of options provided to the user. The more alternatives presented to the user, the longer it takes them to make a decision. For example, have you ever been to a restaurant with a lengthy and confusing menu? With so many alternatives, did it take you a long time to make a decision? This is the full force of Hick’s Law.
If you want your customer to have a pleasant experience with your product, strive to limit the number of alternatives you display to them at once in UX design. Limit the alternatives to only what is required to achieve their aim. Limiting their alternatives to exactly what the user need will result in
Limiting their selections to just what the consumer requires will help them browse your app in a fast and streamlined way. Thorough user research is the most effective technique to identify these crucial elements to include in your design.
3. Miller’s Law
At any given time, the user memorizes 7 (+ 2) things.
George Miller, an American psychologist, discovered in 1956 that the human brain recalls an average of 7 (+ -2) items. As a result, groups in the interface should have no more than 9 components. If you want to ensure that no one gets lost in the navigation, having fewer things (for example, five) is a preferable option.
Long lists, even if they are part of a helpful menu, can wear you out. If required, divide the categories. On Airbnb’s home page, for example, the user’s top menu is minimal, and the search choices are in a distinct category below it.
4. The Peak Rule
Users evaluate the event based on its peak and how it concludes. They don’t take the average or the aggregate of all micro-experiences into account. Peaks (highs or lows) and the conclusion of an event place a heavy burden on the brain.
In 1993, a group of memory researchers conducted a series of studies with cold water immersion and discovered that individuals judge experience based on what happens at the time of the most intense experience, as well as after the process.
An excellent example of this rule’s use is a lovely animation that occurs when you complete a task on the Asana Task Scheduler website, delivering a seamless visual confirmation of a finished activity.
5. Mental Models
The act of mapping out what a person learns about the real world via experience and duplicating those models in the design of anything in virtual space is known as mental modeling. It’s all about attempting to figure out what your audience’s intuitive process is.
Because we all view the world differently, we each develop our mental models. Empathizing with our target audience entails understanding their mental models and creating appropriately. Every mismatch between your product and the consumer will produce intrinsic friction, which may result in a drop-off.
Perform an “intuitive check” during the design process. Are your graphics scrolling from right to left or top to bottom? Is your message clear and understandable, or is it inadvertently hidden?
When attempting to analyze the user experience we made utilizing design components, layouts, and interfaces, knowledge of psychology comes in handy. It assists us in understanding the goal and reason behind each action our consumers take when exploring our online platforms.
When you keep these concepts in mind when working on a design or interface, you will appreciate their importance and meaning. The better and more easy the delivery, the more accurate the user profile.