4 Clever Psychology Rules for Making Better UX Decisions

A study by the Missouri University of Technology showed that more than 94% of users’ first impressions of a website are related to design. The study also shows that up to 88% of users will not visit again due to website availability issues.

If you think designing a website only requires good technical and aesthetic skills, you are a big mistake. While aesthetics are important (2016 after all!), it is not the only factor in the success of the website, or even the most important factor. Usability is crucial, when designing a website, keep the following psychological principles in mind to create a stronger website.

Key Points

• Context is crucial in user experience design. Don’t break the established user experience model for innovation. Due to repeated contact with these elements, the user expects certain elements to appear in a specific location or in sequence.
• Clever use of images can guide users' attention. An image of a character, if the focus is on the text on the page, will guide people to pay attention to the text; and an arrow pointing to the registration form will guide people to pay attention to the registration form.
• Thorough redesign may lead to negative reactions from users resisting changes. Instead, subtle redesigns should be carried out step by step and feedback should be actively collected during the process.
• Font size and simplicity will affect readers' emotions. Larger, more concise fonts can improve reader mood and make the description appear easier to execute. Different font sizes can also be used to make certain text elements stand out.

Principle 1: Context is crucial in user experience

What do you see above? Number or letters? 13 or B?

Add carefully the picture above. What have you seen? A B C, right? OK, now look at the picture below:

You may see 12, 13, 14, right?

The following are the original pictures extracted from the above two pictures:

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In the first example, you may see 13 or B, depending on your previous experience or ideas. In the second example, you are unlikely to see A 13 C because A is before the controversial B and C is after it, which affects your perception of it. In other words, you definitely think it's B, not 13.

However, in the third example, it is unlikely that you will see 12 B 14, because 12 and 14 affect your perception of things - if 12 is in front, 14 is in the back, and of course, there is The controversial "thing" must be 13 instead of B, right?

Although the above example is more direct, here is another more subtle example:

Picture copyright

Are you seeing two faces or one vase?

If your recent experience is dealing with people, you will most likely see two faces; if you just spent a lot of time dealing with vases, you will be more likely to see a vase.

The examples used in this section explain the perceptual setting theory.

In psychology, perceptual setting theory refers to a tendency for us to perceive information in some way based on what we expect and may already have. Perceptual settings are usually affected by culture, context, or other information/situations we have previously been exposed to.

The benefit of perceptual setting is that it can be affected; in the second image shown in this section, if you only see 12 and 14, you will automatically assume that the "number" with dispute is 13. If you see A and C, you will automatically assume that the "letter" in which there is a dispute is B. However, if you only see controversial numbers/letters, you will see numbers or letters based on your experience and existing prior ideas.

So, how does this apply to your website design?

User experience principle: Don't break the established user experience model for the sake of novelty, coolness or fun

Creatives often want to innovate and make significant changes from common practices in your field. But this innovation may reduce the conversion rate of your website design. When people visit a website, they expect certain elements to appear in a specific location or in sequence. For example, when you design a form to ask for their name and email, they expect to ask for their name first, followed by email. These are pre-existing ideas that arise in their minds due to repeated exposure to these things, and it is important not to tamper with them (or at least for no good reason).

When you really decide to innovate, be sure to include clues and guides so that it’s easy for people to know what new elements represent – ​​this is User Experience 101.

Principle 2: Image position will distract the user's attention

Web design without visual effects is incomplete, but - whether you are using stock photos or real images - using images in web design is not as simple as most people think. Look at the following example:

Look at this again:

Both images contain the same text and promote the same product. The only thing that changes is the position of the baby's image; in the original example, the baby looks forward. As a result, more people are paying attention to the baby's gaze. However, in the second example, the baby looks sideways; in turn, a considerable number of people turn their eyes to the side—the direction the baby’s eyes point.

The following two more examples can verify the same principle:

The following picture shows that the lady in the picture is watching you:

The following picture shows that the lady in the picture is staring at the product:

Picture copyright

How does this apply to your website design?

User Experience Principle: Make sure your image usage is strategic

Use of wrong images will distract people from the information you want them to pay attention to—and greatly reduce your conversion rate.

When using images in web design, it is important to recognize the importance of position; if a person image is focused on the text on the page, it will guide people to pay attention to the text. The arrow pointing to the registration form will guide people to pay attention to the registration form. Don't just use images, make sure the images you use can guide people to accurately focus on what you want them to focus on.

Principle 3: Avoid thorough redesign—to adopt a gradual and subtle approach

Why are the biggest and most successful websites rarely undergo major revisions? Why is it almost always strongly opposed whenever a large website is reissued?

Weber's law of accurate awareness of differences explains this. Weber's law states: "The magnitude of the correct perceptual difference is a constant proportion of the original stimulus value", where The correct perceptual difference is "the amount of the minimum stimulus intensity must be changed in order to produce a significant change in the sensory experience." .

Simply put, Weber's law states that you won't always notice the difference in things when they change in minor ways; for example, if you lift an object weighing 10 kg, if you add 0.1 kg, you don't The difference will be noticed easily. However, if you add 1 kg, the difference will be easily noticed. In this case, the additional weight (1 kg) added to make the person holding the object notice the difference is called the difference threshold.

The same principle can also be used for effective web design; when Facebook, Twitter, Google or some other large websites undergo large-scale revisions, they are often strongly opposed.

Psychology proves that we do not like change—especially drastic changes. A 2010 study found that we tend to prefer things that existed longer; the study found that even if new course requirements could mean less coursework, students prefer long-standing old course requirements. . The study also found that the longer the existence, the better. Our strong resistance to change can be traced back to evolution and our survival instincts; we have evolved to find security in consistency, so we resist anything else.

How does this apply to your website design?

User experience principle: make redesign step by step and subtle.

As Google, Facebook and other large sites have found (some are painful lessons!), changes are better when subtle and progressive.

Don't introduce a complete website redesign too early; change various elements step by step and actively collect feedback in the process. If you want to introduce an overly intense redesign, first split it to a small number of users. Observe their reactions and use this to influence how you roll out designs to your average user.

Principle 4: Use fonts to improve readers' mood

What does psychology say about font size? Is it better to have smaller fonts or larger fonts?

A 2012 study found that font size is important, and larger fonts can cause stronger emotional connections among readers. Interestingly, experts recommend that the content should not be less than 16 pixels.

That is, research has not found any differences in reading comprehension between font sizes, but clear and easy to read and simple fonts (a larger font is clearer and easier to read?) have been found to make the description look more Easy to execute and improve reader mood.

It is also important to understand the concept of "scan paths", which explains how our brains read and process information: When we read content, whether online or elsewhere, our eyes follow a kind of thing called " The natural mode of "scan path". Essentially, our eyes read content with tiny jumps—in which time everything is blurry—and then pauses so that our brains can take snapshots of the letters we are reading, arrange them into words and Explain its meaning. All of this happens in a moment, so it is impossible to notice. These jumps are called saccades, while pauses are called gazes, and together they form the scanning path.

Understanding this natural process of reading content is essential to understanding how to effectively design for readers. The scan path follows a zigzag pattern, and we are mostly not completely "conscious" until we have a "mode interrupt". In short, if you want readers to focus more on certain text elements in web design, it cannot use the same font size as everything else.

How does this apply to your website design?

User Experience Principle: When using fonts, simple and large fonts are always better

Here are some tips for better use of fonts in design:

• Use simple fonts; any too fancy font can make things too complicated.
• Use larger fonts; they not only make reading easier, but also improve readers' mood.
• Use larger/different fonts to make important elements stand out; the unity of fonts in the page, especially in the design you want people to pay attention to, may reduce conversion rates.

Frequently Asked Questions about User Experience Design and Psychology

What is the role of psychology in user experience design?

Psychology plays a crucial role in user experience design because it helps designers understand how users think, behave, and feel. This understanding is crucial to creating a user-friendly interface that meets user needs and expectations. By applying the principles of psychology, designers can predict how users will interact with the product, making it easier to design an intuitive and efficient interface.

How to apply color psychology in user experience design?

Color can greatly affect our emotions and decisions. In UX design, you can use colors to guide users’ attention, convey messages, and evoke specific emotions. For example, red is often associated with an emergency or danger, while green indicates success or progress. However, it is important to consider cultural differences, as colors may have different meanings in different cultures.

What is the von Restov effect and how it is used in user experience design?

The von Restov effect, also known as the “isolation effect,” points to the fact that compelling items are easier to remember. In UX design, you can use this effect to highlight important elements on the page, such as call-to-action buttons or key information by making these elements visually separate from others.

How does the psychology of shape affect user experience design?

Shapes can also convey meaning and evoke emotions. For example, circles are often associated with harmony and integrity, while squares represent stability and balance. By understanding these connections, you can strategically use shapes in your design to effectively communicate your message.

What is cognitive load and how does it affect user experience design?

Cognitive load refers to the amount of mental labor required to process information. If the user interface is too complex or cluttered, it can increase cognitive load, resulting in confusion and frustration. To minimize cognitive load, strive to be concise and clear in your design. Use clear labels, consistent layouts, and avoid unnecessary elements.

How to use choice psychology in user experience design?

Select psychology shows that although users like to have the right to choose, too many choices can lead to decision-making paralysis. In UX design, it is important to provide users with meaningful choices, but avoid overwhelming them. For example, you can limit the number of options in the menu, or use progressive disclosure to display information step by step.

What is Fitz's Law and how it is applied in user experience design?

Fitz's law states that the time it takes to move to a target depends on the distance and size of the target. In UX design, this means that important elements should be large and close to where users’ attention may be focused, making them easy to click or click.

How does perceptual psychology affect user experience design?

Perception is how we interpret sensory information. In user experience design, understanding perception can help you create interfaces that match the way users process information naturally. For example, users tend to treat elements close to each other as related, and you can use this method to group related items.

What is habit psychology and how does it affect user experience design?

Habits are automatic behaviors that we can perform without conscious thinking. In UX design, you can take advantage of habits by creating consistent and predictable interfaces. This allows users to use the product more efficiently because they don't have to think about each action.

How to use motivational psychology in user experience design?

Motivation-driven behavior. In UX design, you can use rewards, feedback, and challenges to motivate users to participate in your product. For example, you can provide positive feedback after the task is completed, or use gamified elements to make the experience more enjoyable.

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