1. Hick’s Law: The Paradox of Choice

What It States:
“The time it takes to make a decision increases with the number and complexity of choices.”

Named after psychologist William Edmund Hick, this law highlights that too many options can overwhelm users, leading to decision paralysis.

Why It Matters in UX:

– Simplifying choices improves decision-making speed.
– Reducing cognitive load enhances usability.

Practical Applications:
– Limit menu items (e.g., Amazon’s streamlined checkout process).
– Use progressive disclosure (show only essential options first).
– Break complex tasks into smaller steps (multi-step forms).

Example:
Netflix reduces choice overload by categorizing content into manageable sections (Trending, Top Picks, etc.) rather than displaying everything at once.

2. Fitts’s Law: The Importance of Target Size and Distance

What It States:
“The time required to move to a target depends on the target’s size and distance.”

Developed by Paul Fitts, this law emphasizes that **larger and closer targets are easier to interact with.

Why It Matters in UX:
– Affects button placement, touch targets, and navigation.
– Critical for mobile UX (thumb-friendly zones).

Practical Applications:
– Make clickable elements large enough (Apple’s iOS button guidelines recommend at least 44×44 pixels).
– Place key actions within easy reach (e.g., floating action buttons in mobile apps).
– Reduce distance between frequent actions (Gmail’s “Send” button near the text box).

Example:
Google’s search bar is prominently placed and large enough for easy tapping on mobile devices.

3. Jakob’s Law: Users Expect Consistency

What It States:
“Users spend most of their time on other sites, so they prefer your site to work the same way as the ones they already know.”

Jakob Nielsen’s law highlights the importance of **familiar design patterns.

Why It Matters in UX:
– Reduces learning curves.
– Enhances usability by meeting user expectations.

Practical Applications:
– Follow platform conventions (e.g., hamburger menus on mobile).
– **Use standard icons** (magnifying glass for search, shopping cart for e-commerce).
– **Maintain consistency in navigation** (header menus, footer links).

Example:
Most e-commerce sites (Amazon, eBay) place the shopping cart icon in the top-right corner—users expect this.

4. Miller’s Law: The Magic Number 7±2

What It States:
“The average person can hold only about 7 (plus or minus 2) items in their working memory.”

George A. Miller’s research suggests that **humans have limited short-term memory capacity.

Why It Matters in UX:
– Helps organize information into digestible chunks.
– Prevents cognitive overload.

Practical Applications:
– Limit menu items to 5-9 options.
– Group related items (e.g., categories in dropdown menus).
– Break long forms into sections.

Example:
Phone numbers are chunked (e.g., 555-123-4567) to make them easier to remember.

5. Law of Prägnanz (Gestalt Principle of Simplicity)

What It States:
“People perceive and interpret ambiguous or complex images in the simplest form possible.”

A key Gestalt psychology principle stating that **the brain prefers simple, organized patterns.

Why It Matters in UX:
– Helps designers create clear, intuitive layouts.
– Explains how users group visual elements.

Practical Applications:
– Use whitespace effectively (Apple’s clean product pages).
– Group related items (proximity, similarity, continuity).
– Simplify complex data with visuals (charts, infographics).

Example:
Google’s homepage is minimalist, with only the essential elements (search bar, logo, and a few buttons).

6. Tesler’s Law (Law of Conservation of Complexity)

What It States:
“Every system has an inherent amount of complexity that cannot be reduced.”

Larry Tesler argued that **complexity should be handled by the system, not the user.

Why It Matters in UX:
– Encourages backend solutions over user burden.
– Justifies smart defaults and automation.

Practical Applications:
– Autofill forms (Google Autocomplete).
– Smart defaults (preselected shipping options).
– Progressive disclosure (advanced settings hidden by default).

Example:
TurboTax simplifies tax filing by asking simple questions and handling complex calculations behind the scenes.

7. Von Restorff Effect (Isolation Effect)

What It States:
“When multiple similar objects are present, the one that differs is most likely to be remembered.”

This psychological principle explains why unique elements stand out.

Why It Matters in UX:
– Helps highlight key actions (e.g., “Buy Now” buttons).
– Improves call-to-action (CTA) visibility.

Practical Applications:
– Use contrasting colors for primary buttons (Spotify’s green “Play” button).
– Emphasize key information (pricing plans with a highlighted “Recommended” option).
– Make error messages distinct (red alerts).

Example:
Mailchimp uses a bold yellow CTA (“Sign Up Free”) against a neutral background.

8. Zeigarnik Effect: Unfinished Tasks Stick in Memory

What It States:
“People remember uncompleted or interrupted tasks better than completed ones.”

Bluma Zeigarnik’s research shows that **users recall incomplete actions more vividly.

Why It Matters in UX:
– Encourages task completion (e.g., progress bars).
– Useful for onboarding and retention strategies.

Practical Applications:
– Progress indicators (LinkedIn profile completion meter).
– Save drafts automatically (Google Docs).
– Gamification (Duolingo’s daily streaks).

Example:
Amazon’s cart reminders (“You left items in your cart”) leverage this effect to drive conversions.

9. Doherty Threshold: The Need for Speed

What It States:
“Productivity soars when a computer and its users interact at a pace (<400ms) that ensures no waiting.”

Walter J. Doherty found that fast response times keep users engaged.

Why It Matters in UX:
– Slow interfaces frustrate users.
– Instant feedback improves satisfaction.

Practical Applications:
– Optimize loading times (lazy loading, image compression).
– Use skeleton screens (Facebook’s gray placeholders).
– Provide instant feedback (button hover effects).

Example:
Google Search provides results as you type, minimizing delay.

10. Aesthetic-Usability Effect: Beauty Enhances Perception

What It States:
“Users perceive aesthetically pleasing designs as more usable.”

Research shows that attractive interfaces are perceived as easier to use, even if they aren’t.

Why It Matters in UX:
– First impressions impact user trust.
– Good visual design enhances credibility.

Practical Applications:
– Invest in UI aesthetics (Apple’s product designs).
– Use consistent branding (Airbnb’s cohesive visuals).
– Balance form and function (Spotify’s engaging interface).

Example:
Apple’s website combines sleek visuals with intuitive navigation, reinforcing premium usability.

Conclusion

Understanding and applying these 10 UX laws can significantly improve your design decisions, leading to more intuitive, efficient, and enjoyable user experiences. While creativity is essential, grounding your work in proven psychological principles ensures that your designs meet real user needs.

By leveraging:
– Hick’s Law (reduce choices)
– Fitts’s Law (optimize target size)
– Jakob’s Law (maintain consistency)
– Miller’s Law (chunk information)
– Law of Prägnanz (simplify visuals)
– Tesler’s Law (handle complexity)
– Von Restorff Effect (highlight key elements)
– Zeigarnik Effect (encourage completion)
– Doherty Threshold (prioritize speed)
– Aesthetic-Usability Effect (design beautifully)

…you’ll create products that users love.

Now, go apply these laws and craft exceptional experiences!