As a designer, There was thought that what makes a product “user-friendly”.I know that there are certain types of combinations such as color, typography, layout, and engagement that feels appropriate and intuitive than others-but why? What is the factor that makes one interface more relevant and meaningful than another which is more confusing and opaque?
In this blog, I’ll discuss a few psychological fundamentals that have helped me to answer these questions, and I will offer a few tips of using psychology to improve your design choice.
Hick’s law captures the paradox of choice. The fact is that when we add more options, the decision becomes harder because deciding a large number of option is more difficult and too much time consuming than choosing from a small set.
The year was 1952 when a psychologist William Edmund Hick proposed a mathematical relationship between no. of options and the decision(or “reaction”) time.
In his famous demonstration of Hick’s Law, the shoppers were browsing a market where a booth was set up that displayed a variety of jams. When the booth displayed 6 variety of jams,40% of shoppers stopped to look and from that 30% made a purchase. Then 24 varieties of jams were displayed. However, things changed significantly-60% stopped to look but only 3% made a purchase.
In other forms, with one-fourth of many options to choose from, people were 6 times more likely to purchase the jam.
So what does Hicks law meant for designers? In short- keep it simple and limit the number of links, buttons, forms, etc. on a page and make sure the most important CTA stands out. Imagine that the users are naturally indecisive; so don’t hesitate to provide strong direction or make pre suggestive choices for them.The website designing company make sure to provide directive design to provide a flow for the customer.
#2. Selective Attention
As you have already seen in this short video making rounds on the web. If not then take a minute to watch it now.
This is the perfect example of selective attention. When you are asked to focus on something specific element or task and screen out everything else, including things that are immediately noticeable to a passive observer.If you are among the 50% of viewer who didn’t notice the gorilla on the first watch will feel a little silly. But selective attention is a positive thing because, without direct focus, we could be constantly distracted and we’d never get anything.The good design recognizes the power of selective attention by helping the user to focus on one task at a time. For example, the distinction between these two screens:
The first screen does a poor job of directing users to the focus.
The screen was presented with two options: Sign up and equally important login.
As a result, the others were distracted with each other. The cognitive effort of the user increases as the professional website designing company take care of it.
Whereas in the second screen, the user was allowed to focus on just one option at a time.
Selective attention helps us to explain what is the best design is often the simplest. It provides compelling reasons for keeping your designs clean and simple, and easy to scan with Gestalt principles (proximity and similarity) to help in prioritizing and sorting content.
#3. Affordances and signifiers
An affordance is an actual property that determines
what a thing can do, and how it is used. For example, a knife has affordances for cutting vegetables, fruits, rope, etc. Some of the objects have one real affordance whereas some(e.g., a Swiss Army knife) have multiple affordances for many different actions and/or uses.
A signifier provides a clue to an object or element’s affordances. For example, consider the three doors in this image:
The image of the first door is furnished with the knob (a signifier) that tells us that it can be opened by turning action(an affordance).The second door has a different signifier a handle, which tells us that it can be pulled(an affordance). And the third one has a panel that tells us we can push it open. In a client interface(UI), a signifier may be a caret (which discloses to us that we can choose from a dropdown menu) or a container shadow (which reveals to us that a catch can be clicked):
On the off chance that you’ve at any point attempted to force open an entryway with a handle, just to find that it required a push, you’ll comprehend why affordances and signifiers are significant in UX structure. On the off chance that your signifiers don’t coordinate your components’ real affordances, clients will be confounded and baffled. What’s more, on the off chance that you forget about a key signifier — is on account of a “level” catch or unformatted hyperlink — they probably won’t understand that a component is intended to be utilized by any means.
#4. The “F” scanning model
The “F” model of scanning refers to a technique that can be used to scan pages.
We see the model appear in eye-tracking maps for both web and mobile screens:
As these images show, the vast majority of viewers scan the top of a page first, glance down the left-hand side (or right-hand side, in right-to-left languages), scan across again, and repeat. The “scan across” becomes more and more cursory as the eye moves down the page, such that many people never actually process the last few lines of text.
For designers, the F pattern suggests two straightforward best practices:
- The most important information should be put at the top of the page
- Within each horizontal section, but the most important information as far to the left as possible
Interestingly, the F model grows more pronounced when a page is poorly formatted; i.e., if the page presents a “wall of text” with no other ingredients to draw the viewer’s eye. This means that designersor web design agency can also break users out of the model by using images, headings, bullet points, etc. to direct their attention.
#5. System 1 & System 2 thinking
System 1 thinking is the way we think about 95% of the time. It’s fast, intuitive, emotional, and reactive; for example, a food server says “enjoy your meal!” and you respond instinctively (and incorrectly) with “thanks, you too!” This kind of thinking is error-prone, but it’s also easy and efficient.
System 2 intuition, then again, is how we think when we have to remove our brain from auto-pilot and take part in a mind-boggling issue or subject. For instance, take a stab at increasing 17 by 24 in your mind — that is System 2 reasoning. It’s slower than System 1 reasoning, however, it enables us to process proof and reach non-evident determinations.
Most web and portable interfaces advance System 1 reasoning. Facebook is an incredible model — in the screen capture beneath, the strong pictures, short bits of content, and passionate “response” choices offer to a speedy, natural attitude:
Planning for System 1 believing is in no way, web design agency shape or form awful since more often than not we do need clients to explore rapidly and naturally. Now and again, be that as it may, you’ll need a plan to advance the System 2 deduction. For instance, the website Hacker News is deliberately organized to require more concentration and handling exertion.
On the off chance that there’s one thing brain research shows us configuration, it’s the estimation of straightforwardness. Restricting the number of choices and components in an interface is seldom an impractical notion, as doing as such will just make it simpler for clients to concentrate on the most significant substance.
The standards above additionally stress the significance of thinking about the client’s desires and deliberately coordinating their consideration and point of view. For instance — what affordances would they say they are expecting, and how might we use signifiers to fortify those desires? Where on the page are well on the way to search for data? Do we need them to explore rapidly and instinctively, utilizing essentially System 1 reasoning, or would it be a good idea for us to poke them toward the more intricate, centered critical thinking methods of System 2? Questions like these can enable us to make structures that are reliably significant, important, and easy to understand.