Deck based on the article: https://uxplanet.org/the-psychology-principles-every-ui-ux-designer-needs-to-know-24116fd65778 * Von Restorff effect * Serial position effect * Cognitive load * Hick’s law * Law of proximity

1. Psychology in UI/UX
Design
UX Lightning Talk
Emanuele Spies

2. Von Restorff effect

3. The isolation effect.¹
When multiple similar objects
are present, the one that differs
is most likely to be remembered.
“When multiple similar objects
are present, the one that differs
from the rest is most likely to be
remembered!”
Von Restorff effect

4. Serial position effect

5. The propensity of a user to
remember the first and last
items in a series.¹
Use when you are considering
how to order items in a list.²
Serial position effect

6. Cognitive load

7. Refers to the total amount of
mental effort a user needs to
complete a specific task.¹
Intrinsic cognitive load is the
difficulty associated with a
specific instructional topic.
Germane cognitive load is the
load devoted to processing
information and construction of
schemas.
Cognitive load

8. Hick’s law

9. More choices need more
cognitive load, increasing the
number of choices will
increase the decision time
logarithmically.³
Hick’s law

10. Law of proximity

11. States that objects that are
near, or proximate to each
other, tend to be grouped
together.¹
In the image the circles on the
left appear to be part of one
grouping while those on the
right appear to be part of
another.4
Law of proximity

12. References

13. [1] - https://uxplanet.org/the-psychology-
principles-every-ui-ux-designer-needs-to-
know-24116fd65778
[2] - http://ui-patterns.com/patterns/Serial-
positioning-effect
[3] - https://uxdesign.cc/ux-psychology-go-
hand-in-hand-introduction-to-human-
attention-a70ffd2c4289
[4] - https://www.verywellmind.com/gestalt-
laws-of-perceptual-organization-2795835
References