3 Psychological UX Design Principle to enhance User experience
Follow these three psychological concepts to aid you in improving your designs’ usability, occurring error, attractiveness, and effectiveness.
Have you ever given a thought to why everything around you moves or functions in a certain manner how it is supposed to? Be it humans, animals, objects, or your brains! Everything unnatural that happens or is done is hosted by your brain. What or how we do everything is an outcome of how your brain signals your body to action.
This may all sound philosophical, but it’s actually… Psychology! Psychology has its roots spread in ways of subjects we can’t imagine. The laws coined by psychologists work differently for every group species, and even humans-serving their different roles in their sectors such as doctors, politicians, and even UX designers!
If given time (which is never enough), psychology can be elaborated for every group working in different sectors, but for now, let us be confined to technology and discuss how psychology plays a critical part for specifically UX designers working on different user experience designs for their projects.
By comprehending the effect of various psychological concepts on human behavior, you may create products that elicit certain responses and behaviors from your consumers. To get you started, this article will lead you to 3 different psychological concepts that will aid in the improvement of your designs’ usability, occurring error, attractiveness, and effectiveness.
1. Hick’s Law
Consider entering a restaurant with a menu that exceeds 100 items. Reading through all of the alternatives and making a decision will take significantly longer than if the menu included only twenty things. The same is true for interface design.
According to Hick’s law, the time required for users to make a selection rises as the number of available options increases.
Whether you are conscious of it or not, your decisions are impacted by your perception of what is “worth it.” Before you make a decision, you unconsciously calculate the costs and advantages. This is what is referred to as a cost-benefit analysis.
The most successful method of persuading individuals to act is to keep the desired action as easy as possible while yet providing the maximum reward. Users will not take action if the costs outweigh the advantages.
As a result, how do you apply Hick’s law to site design?
A single straightforward rule. Bear in mind that people are visiting your website with a certain objective in mind. Remove superfluous links, pictures, text, and buttons from pages to enable visitors to locate and accomplish what they want without distractions easily.
Hick’s law also applies to the organization of your information architecture. Rather than instantly presenting all navigation choices, start with broad categories and then divide them down further into subcategories.
The categorization of alternatives and the effective usage of white space encourages the user to reply more quickly.
Complicated procedures, such as registration or checkout, should be broken down into manageable and simple phrases. Provide clear routes to minimize navigation time and bounce rates to provide a pleasurable user experience.
Your goal should always be to shorten the time people take to make a decision, so they make one.
2. Gestalt Principles of Visual Perception
Our brain is a remarkable machine for processing information.
Often, our vision is influenced by the way we perceive items and link them to one another based on their spatial relationships. Our brain ignores gaps, inconsistencies, and disruptions based on the rules of structure.
According to Gestalt theory, viewers automatically put disparate things together in order to see them as a whole.
Gestalt theory’s principles are classified into five categories:
- Law of Symmetry: Symmetry is visually attractive to humans, and as a result, when we gaze at some objects, we see them as symmetrical forms that develop around their cores. The icon of Starbucks and McDonald’s are excellent examples of how symmetry is used in the design.
- Law of Proximity: The Law of Proximity states that when elements are put in close proximity to one another, they are seen as a group. When the three lines in the Adidas icon are arranged randomly and wider apart, they are not recognized as a single unit. The closeness of the slanted lines creates the illusion of a single picture. Similarly, Unilever’s logo comprises multiple separate elements that are seen as a single entity due to their closeness and similar color and size. Understand what your users expect to see!
- Law of Similarity: Similar things are frequently connected when placed in close proximity to one another. The image below displays identical circles adjacent to one another, yet each row is viewed as a distinct unit due to their varied colors.
- Law of Closure: The Law of Closure states that the brain perceives an incomplete item as a whole by consciously filling in the missing information. When people view IBM’s logo, their brains automatically fill in the gaps to make the letters readable.
- Law of Continuity: The Law of Continuity happens when the eye is driven to pass past one item and continue to another. This is frequently accomplished by the use of curved lines, which allow the eye to follow the line. The Hotel Association of Canada’s logo directs the user’s attention naturally toward the maple leaf via the smooth flowing crossbar of the “H.”
3. Persuasion Psychology
Influencing others is a branch of Psychological method that may be utilized to help your business succeed. Before users take action on any website, they must be convinced. To acquire and retain pleased consumers, the Psychology of Persuasion may be a highly effective strategy.
Dr. Robert Cialdini coined the six principles of influence in his book “Influence: The Psychology of Persuasion.” They are as follows:
- Reciprocity: Offering your consumers something of value upfront will make them feel obligated to you and will encourage them to perform the required action. Offering free eBooks, blog articles, podcasts, or other free content in exchange for the user’s email address is a frequent example of this.
- Authority: Because specialists and authoritative persons of high stature are seen as extremely trustworthy, people tend to heed them. Typically, authority is represented by titles (Dr., Prof., CEO), outward presence, and brand performance. Academic and high-status titles reassure people by implying that they possess a significant understanding of the subject. Associations with successful firms are frequently highlighted in order to establish the company’s degree of respect and credibility.
- Scarcity: People place a higher premium on items that are restricted in quantity or available for a short period. Limited inclusion, which fosters a sense of exclusivity by making the service “invite-only” or allowing limited access to limited content without requiring registration, is another critical component of the scarcity principle. It precipitates a psychological state known as FOMO, or “Fear of Missing Out.”
- Liking: You are more inclined to comply with requests made by individuals you care about. You are drawn to everyone, from your closest friends to total strangers. Major businesses frequently leverage celebrities, athletes, and models to enhance the appeal of their products and services. Individuals agree and follow others who share their interests, beliefs, personality, and other characteristics. Interacting with your consumers via various social media networks and blog articles to build a relevant connection with them will undoubtedly assist you to boost your reviews and ratings.
- Social evidence: Individuals are not always aware of why they behave in certain ways. We turn to others to guide our behavior and determine what is “correct.” We want affirmation from experts, celebrities, prior users, big groups, or peers for our activities and decisions. Social proof, such as ratings, reviews, and recommendations, is used by e-commerce websites to attract new customers and assist them in making purchasing decisions. Amazon has a section called “Customers Who Bought This Item Also Bought” to help you relate to goods and encourage consumers to consider “If they need it, I do too.”
By incorporating psychology into your design approach as a UX designer, you may achieve corporate objectives while also developing user relationships. The ability to comprehend how a design is viewed and understood is a critical skill for designers to possess.
Adhere to usability best practices to ensure compliance with usability principles. Enhance your system’s learnability, efficiency, and memorability. Utilize psychological concepts to direct user behavior ethically. Convert more users and increase user happiness by creating seamless experiences.
Any great design will require periodic updates, but the beauty of psychological principles is that they provide timeless answers to your ideas.
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