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Psychology in Design: How It Helps UX Designers
Fast and slow thinking systems
Psychological patterns in interface design
Hick's Law
Jacob's Law
Doherty Threshold
Fitts' Law
Zeigarnik effect
Usability aesthetics
Gestalt laws of grouping
Fast and slow thinking systems
German neurobiologists have discovered that the human brain strives to conserve its resources, trying to perform most processes automatically. This is the most rational way of its life. Otherwise, the brain, which makes up about 2% of the total body weight, could take up to 30% of all oxygen entering the body for its work, which, ultimately, would negatively affect the survival of humans as a biological species.
How does this information help a designer? Very simple. At the moment when a user gets to a new resource, amazing processes occur in his brain. Multimillion neurons start working: they are the ones that react to external stimuli. First of all, they try to link the new experience with the one that was received in the past, and as a result of such a comparison, they give a subconscious reaction.
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If the site interface is intuitively understandable to the user, contains familiar patterns, then as a result he spends a minimum of energy on orientation activities. But that's not all. With a high degree of probability, it can be said that a person will form a positive image of the resource he visited.
Psychology in design helps to take into account australian whatsapp number many nuances. Each experience we receive involves not only thinking and leaves not only a trace in the subconscious, but also evokes certain feelings. In other words, perception can be emotional and include three stages:
Intuitive. Interaction with a new object has not yet occurred, but a person has some expectation about it. It is formed with the help of game techniques, intriguing descriptions, beautiful slogans, etc. Often, it is at the intuitive stage that “love at first sight” occurs, which subsequently affects a person’s perception. He will “close his eyes” to minor flaws and errors, continuing to use the product he likes.
Behavioral. At this stage, a person already directly interacts with the product, learns its functionality and performance, evaluates usability, and experiences certain emotional reactions.
Reflexive. The user is left with certain impressions and experiences from interacting with the product, which will subsequently influence whether he wants to return to the resource or, on the contrary, avoid it.
UX design is constantly being explored to create more convenient and interesting websites and applications for users. For example, in 2012, digital products were rated on YouTube. Javier Bargas-Avila , a UX design specialist, calculated that a user needs no more than 50 milliseconds to get acquainted with a digital product and form an impression of it. This is simply an incredible amount of time in which to evoke positive emotions in a person. Is this task really feasible?
In the book by Nobel laureate Daniel Kahneman "Thinking, Fast and Slow" he talks about two systems of thinking: active and reactive. The active system starts working when a rational approach is required. In search of the right model of behavior, we compare, sort, look for suitable options, etc. In the process of such intensive mental activity, a lot of resources are spent. The reactive system is based on instincts, so it turns on automatically.
Interaction with the product requires a certain amount of energy resources from the user, which designers want to reduce to a minimum, that is, to launch a second, instinctive, system of thinking in a person. Knowledge of psychological laws helps them with this.
Psychological patterns in interface design