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Great UI/UX design  requires you to be a curious human-nature researcher, investigate the mental patterns, and unobvious influences on the user’s perception. If you want to create a truly amazing and intuitive digital product, you must be aware of these fundamental principles of UX design psychology. They will help you navigate in your creative process and deliver the best outcome. 

Fireart Team is happy to take you throughout the world of UX psychology and consider universal design laws as well as inspire all of us to think a little outside of the box.

Hick’s Law

Hick’s Law states that the time for making a decision increases as the number of given choices increase. You try to assess the costs and benefits of a decision before you take it. In other words, you subconsciously run a cost-benefit analysis that takes time. The more choices you are given, the more time it will take to weigh each of them.

The most actionable way to apply Hick’s Law in UX design is to offer users a simple path of taking a target action and suggest as much benefit as possible. Using it in web design or mobile app design, try to remove all the unnecessary links, images, text, and other details that can distract a user from the desirable action. Let people easily find what they have been looking for.

Gestalt Principles of Visual Perception

Some of our cognitive processes run according to the laws of information organization and visual perception. It means that a human brain can perceive the same information in a bit different ways if you structure a message differently. Often the perception is impacted by how we see objects and relate them to each other based on spacing. 

According to the gestalt theory, viewers subconsciously group together separated objects from and perceive them as a whole. People subconsciously perceive symmetry as visually appealing. That is why when you see some specific objects, you perceive them as symmetry perfection. Excellent examples of symmetry in the design are logos of Starbucks and McDonald’s.

Another gestalt psychology hint is that if the elements are located tightly to each other, they are perceived as a single group. Designers often apply this principle to create responsive logos. In the image below, you can see it presented in two versions of Adidas logos. If the same three lines depicted in the logo are located further from each other than usually, they are not perceived as one object. On the contrary, if they are placed close to each other they are seen as a single logo.

Credit to UXBert

The Law of continuity is one of the latest design trends. It lies in the eye’s ability to move through one object, continue it to another object, and perceive these objects as parts of one image. Brand identity designers often apply it to create logos with curved lines that allow the eye to flow the line. 

Selective Disregard

In UX design, there is a concept of selective disregard. It means that people used to ignore information online, which they recognize as irrelevant at a glance. To structure important information on your website in the most effective way, you must be aware of some principles of selective attention. 

The modern users have very short attention spans and used to look for the needed information on a website very fast. Make sure your website content does not have any excessive and distracting decorations. Make a user interface simple and intuitive. Place essential information or a CTA button it the center of a screen or in another well-visible place on a web page.

Do not force a user to look for a “Buy” button on your site if you do not want to lose conversions. You can also use different highlighting techniques to make the most important elements and information visible at a glance. Placement and contrast of content are critical when designing to avoid being overlooked by users.