Design Psychology
A curated collection of psychology principles, cognitive biases and behavioral patterns used in product design.
Scan
Users just scan a small amount of information and block redundant and unnecessary information out. These principles help structure information for minimal cognitive effort.
Anchoring Users rely on the first piece of information they are given
Definition
Anchoring is a cognitive bias that causes users to rely too heavily on the first piece of information they are given about a topic. Users interpret new information from the reference point of their anchor instead of seeing it objectively.
Example
Set a user friendly and easy to understand anchor that underlines the personal benefits for your user. Buying premium for 9.99€ to save 50€ of order fees can feel more valuable than only saving 5€.
Real Life Example
When comparing iPhone models, Apple is always using their most expensive item as an achor first. Every model after that seems like the cheaper option. Anchoring was one of the main reasons Apple introduced Pro and Pro Max versions of their products a few years ago. This was a psychological model to justify the price points of the regular models.
Tips
- 🚫 Do no fake high priced items to justify your discounts price.
- ✅ Show expensive items first, so every item after that seem like a good deal.
- ✅ You can show numbers unrelated to the initial product to influence the perception.
Banner Blindness Users intuitively block out banners and ads
Definition
Banner Blindness describes users tendency to ignore page elements that they perceive as ads. Brains sort information and block irrelevant information.
Example
Banners that are obviously designed and placed as advertising are often blocked out of perception.
Real Life Example
Google noted early on the negative effect of banner blindness. Therefore they designed their ads similar to search results and placed them as the top results with a little "Ad" badge.
Tips
- ✅ Don’t place information close to ads
- ✅ Don’t make information look like an ad
- ✅ Use methods like „Anchoring, Priming & Personalization“ to avoid Banner Blindness
Cognitive Load The amount of mental effort required to understand information
Definition
Cognitive load relates to the amount of information your working memory can hold at one time. Working memory has limited capacity, so avoid overloading it with activities that don’t directly contribute to learning.
Example
Reduce unnecessary items and visual noise. If a user wants to select a free seat, unavailable seats can stay neutral while available ones are highlighted.
Real Life Example
Zettle takes the long process of creating an account, and breaks it into steps. Then, between each step, they have feedback pages, which gives the user a chance to pause, relax and reset.
Tips
- ✅ Keep it short and simple – Split steps when needed.
- ✅ The more information the heavier the cognitive load.
- ✅ Reduce visual noise using fewer and less saturated colors.
Confirmation Bias Users look for information consistent with their existing beliefs
Definition
Confirmation bias is the tendency to process information by looking primarily for information that is consistent with existing beliefs. This often results in ignoring inconsistent information.
Example
Fake news spreads easily when it confirms what people already believe, especially in closed or radicalized communities.
Real Life Example
Fake News are very popular on Telegram because our brain loves information that conforms what we already believe. This bias is often abused by radical groups trying to spread fear with fake news based on what people might think they believe regardless of the facts.
Tips
- 🚫 Do not create fake news.
- ✅ Stick to facts and statistics.
- ✅ Provide source for your information.
- ✅ Double check the authenticity of your source.
Hick's Law More choices take longer to make a decision
Definition
Hick's Law states that the more stimuli or choices users face, the longer it will take them to make a decision.
Example
Minimize unnecessary options, hide secondary actions, and provide useful defaults to reduce decision complexity.
Real Life Example
Amazons remote is a great example. While old remote controls were overloaded with buttons the Amazon Fire TV remote scrapped all unnecessary Buttons and reduced the amount to a minimum of 7 to make it easier for the user to make a decision.
Tips
- ✅ Reduce the amount and complexity of choices.
- ✅ Categorize & hide choices behind menus if possible
- ✅ If you can’t categorize them, make sure you put them into an order easy to quickly scan through
Progressive Disclosure Users are less overwhelmed when complex features are revealed later
Definition
Progressive Disclosure sequences complex features across several screens. The focus is to provide the bare minimum first and reveal advanced features later.
Example
Encourage users to complete simple actions before moving forward to more complex ones.
Real Life Example
The dating app Tinder is a great example of how to use this method. In order to not overwhelm new users, Tinder start with simple with the minimum functionality of "Like" and "Dislike" . After a while tinder is introducing new features one by one. This way the user gets time to get used to the features for a while before being introduced to new & complex ones.
Tips
- ✅ Reduce the amount of actions to reduce the chance a user will feel overwhelmed
- ✅ Show only a few features
- ✅ Reveal new and advanced features later
Tesler’s Law Simplifying too much transfers complexity back to the user
Definition
Tesler’s Law, also known as the Law of Conservation of Complexity, states that every digital product has a certain amount of complexity that cannot be reduced.
Example
Highlight only one card or task at a time to reduce overload while keeping the necessary complexity of the product.
Tips
- ✅ Increase the usability instead of minifying the process.
- ✅ Ensure to reduce the amount of complexity a user has to deal will.
- ✅ Don’t simplify to the point of abstraction.
Von Restorff Effect Elements that stand out are more likely to be noticed
Definition
The Von Restorff effect, also known as the Isolation Effect, predicts that when similar objects are present, the one that stands out is most likely to be noticed and remembered.
Example
In pricing tables, the middle plan often stands out and is combined with Anchoring or Social Proof.
Real Life Example
This effect is commonly used on almost every e-commerce site that offers various plans. You can notice it that usually the plan in the middle is standing out. This effect is often combined with the biases Anchoring and Social Proof.
Tips
- ✅ Make important elements stand out visually
- ✅ Don’t rely one color only. Use size, form and value to create contrast.
- ✅ Avoid repeating patterns (Law of Similarity).
Interpret
Users interpret what they scan and fill gaps with assumptions based on personal experience.
Decoy Effect Adding a middle priced item between cheap and expensive options
Definition
The decoy effect describes how adding a third, less attractive option can influence perception of the original two choices.
Example
A middle option can become a reference point and make the larger option feel like a better deal.
Real Life Example
When comparing Apple products they usually show up to 3 products and use a selected middle product as reference. For example: The middle product costs 200$ more than the cheaper option. But the expensive product costs only 100$. Therefore the it seems like a good deal to choose the expensive product.
Tips
- 🚫 Do not provide false information.
- 🚫 Do not try to frame by adding irrelevant options/prices.
- ✅ Make it easy to compare.
- ✅ Show items that are related.
- ✅ Be transparent and let your user decide whats the best deal „for the user.
Familiarity Effect Users prefer familiar experiences
Definition
The Familiarity effect describes how repeated exposure and previous experience increase preference for familiar things.
Example
A 3D battery model can make a concept obvious because it connects to real-world experience.
Real Life Example
Digital product like Spotify , Apple Music and many more create similar interfaces to provide their users a familiar experience.
Tips
- ✅ Adapt to your users previous experiences
- ✅ Use objects from the real world
- ✅ Use similarities
Framing Wording affects decisions more than the information itself
Definition
Framing is a cognitive bias where choice is influenced by how information is presented and worded rather than by the information itself.
Example
Paying 80% and saving 20% can describe the same information, but “save 20%” is often perceived as more beneficial.
Real Life Example
Framing is a common bias used in the food industry to frame benefits of new products. You have the exact same information, yet you perceive it different.
Tips
- ✅ Focus on the benefit
- ✅ Use positive and emotional wording
- ✅ Keep it simple
Law of Prägnanz Users remember complex images in their most simple form
Definition
Users tend to interpret and remember complex images as the simplest form possible because it requires the least cognitive effort.
Example
Product icons are simplified because detailed realistic imagery requires too much cognitive effort to store and recall.
Real Life Example
Most digital products like Instagram and Tiktok completely rely on simplified icons as navigation elements. Those icons are learned symbols that imply certain functionality – "Mental Model" –. Some of them don't even use labels which I personally wouldn't recommend due to less accessibility.
Tips
- ✅ Do not overwhelm Users with information and complex imagery
- ✅ Use simplified icons and forms rather than complex images
- ✅ User will automatically simplifie complex shapes into single unified shape
Law of Similarity Users assume similar looking items are a unified group
Definition
The Law of Similarity states that elements similar to each other tend to be perceived as a unified group. Similarity can refer to color, orientation, size, or motion.
Example
Consistent layout patterns help users identify related elements and understand functionality.
Tips
- ✅ Use the same layout patterns for elements that are similar
- ✅ Make sure interactive elements are visually different from non-interactive elements
- ✅ Be consistent with your design decision throughout the project
Mental Model Users already have an idea of how something works
Definition
A mental model is an explanation of a user’s thought process about how something works. Users draw conclusions from real-world experience and expectations.
Example
Comparing a new music product to Netflix can help users understand the concept faster.
Tips
- ✅ Persuade users by comparing your product/service. (Spotify - Just like Netflix but for music)
- ✅ Use objects & behaviors of the real world and adapt them into your product
- ✅ Be aware of what users tend to expect before using your product
Miller’s Law Users only keep 7 (+/-2) items in working memory
Definition
Miller’s Law states that the average person can hold about 5–7 items in working memory. Break information into chunks when users need to choose.
Example
Overloaded menus are harder to remember; reducing and categorizing options makes navigation easier.
Real Life Example
Fast Food restaurants are using this method to prime centain items on the menu. They using 7 focal points on their displays so their user can hold those items in their working memory and not get overwhelmed with options.
Tips
- ✅ Design for users short term memory – Don’t make me think
- ✅ Reduce information and organizing it into smaller chunks
- ✅ Reduce the amount of choices to a maximum of 5-7. (Don’t need to be exactly 7)
Pseudo-Set Framing Incomplete sets or groups are more likely to get completed
Definition
Pseudo-Set Framing motivates users to complete a task because complete, cohesive units feel meaningful.
Example
A simple 80% of 100% progress indicator feels easier to complete than a complex distance-based goal.
Tips
- ✅ Set a specific goal a user can reach
- ✅ Group tasks in chronological order
- ✅ Use Numbers & Progress Bars to visualize progress
Scarcity Users value things that are limited
Definition
Scarcity refers to limited availability compared to demand. Limits can be amount-based, access-based, or time-based.
Example
Airbnb can show that a property is normally booked to encourage quick booking and imply social proof.
Real Life Example
On some listings, Airbnb will display a message that this property is normally booked. This encourages quick bookings, and implies social proof .
Tips
- 🚫 Do not use this method to pressure your users
- ✅ Label limited or popular products.
- ✅ Products can be Amount-Limited, Access-Limited or Time-Limited
- ✅ Offer special and limited discounts or gifts as a reward for users using your product/service
Singularity Effect Users show more empathy toward one person than a group
Definition
The Singularity effect describes how people care disproportionately about an individual compared to a large group. Compassion can fade as more people are involved.
Example
Brands often benefit from recognizable individuals, because people empathize with individuals more easily than companies.
Real Life Example
Who’s the first person that comes into your mind when I ask about the company Apple? And who’s the person that comes into your mind when I ask about Tesla Motors? If you though about Steve Jobs and Elon Musk you’re right. Because these companies use the singularity effect in benefit for their brand. People are able to emphatize with individuals rather than large companies.
Tips
- ✅ Tell a story
- ✅ Use a protagonist users can relate to
- ✅ Use specific user or user feedback as a testimonial
Skeuomorphism Humans are familiar with elements based on real objects
Definition
Skeuomorphism uses visual elements that mimic real-world objects or materials. It is rooted in familiarity with the physical world.
Example
Early iOS apps used notepad, calendar, and contacts metaphors to bridge digital and physical experiences.
Real Life Example
Apple’s were known for the use of skeuomorphism in their iOS versions as a way to make their digital products more familiar to users who were used to physical objects in the real world. For example, the Notes app looked like a yellow notepad, the Calendar app looked like a physical calendar, and the Contacts app looked like a rolodex. This approach helped to bridge the gap between the digital and physical worlds, making it easier for users to understand and interact with their devices.
Tips
- ✅ Use it only when it serves a purpose or functionality.
- ✅ Use it consistently to create a cohesive and seamless user experience.
- ✅ Avoid going overboard with skeuomorphic design.
Social Proof Users adapt what others do
Definition
Social proof describes how users copy the actions of others to emulate behavior and outcomes in certain situations.
Example
Ratings, reviews, and “Most Popular” badges can increase trust when based on valid data.
Real Life Example
Be aware that you dont have control about your users feelings and that a bad review can have negative impact. In the example of the Facebook App, ratings dropped from a 4.7 down to a 2.2. due to user frustration with the service. Spotify on the other hand, doesn't provide any metrics about the popularity of shows or episodes.
Tips
- ✅ Use authentic user generated content like ratings, comments & feedback
- ✅ If a decision has to be made, show which decision/product is the „most popular“ by users
- ✅ Motivate users to take action by showing them the number of users who already did it.
The Cheerleader Effect Items look more attractive in a group
Definition
The Cheerleader effect causes people to perceive individuals or items as more attractive when they are presented in a group.
Example
Restaurants and brands often place related items around a hero product to make it more interesting.
Real Life Example
This effects also works on products. Did you notice – Fast Food Restaurants carefully placing other products around their specials Burgers to make them more interesting. Sometimes even priming Burgers in menus rather than showing the individual Burger.
Another Example: Apple is know for minimalistic presentation of their products. Yet if you pay attention you notice Apple taking use of the Cheerleader Effect. They often place another similar products around their focused product.
Tips
- ✅ Group items carefully around your subject
- ✅ Create a scene for your subject
- ✅ Use similar items to avoid comparison
Zero-Risk Bias Users want to feel safe and secured
Definition
Humans have a natural desire to feel safe and secure. Zero-risk bias reduces doubts by eliminating perceived risk.
Example
Netflix reduces perceived risk by reassuring users that they can cancel their subscription every month.
Real Life Example
Netflix is providing security by ensuring their users they can cancel their subscription every month.
Tips
- ✅ Understand your users fears.
- ✅ Communicate your service standards and reduce risk.
- ✅ Communicate why you need critical data like Credit Card or Phone Numbers.
Act
Users jump to conclusions based on presented information, which influences their actions.
Default Effect Users prefer to keep the default option since it requires less effort
Definition
Without a compelling incentive to change, people tend to stick to the default suggestion, option, or product.
Example
Amazon uses “subscribe and save” as a default option for repeat goods.
Real Life Example
When browsing for 'repeat goods' (for example: Shampoo), Amazon will have their default option as 'subscribe and save'.
Tips
- ✅ Add default options to your process.
- ✅ Defaults help your users get fast and easy to their goal – Anticipate their behavior with Default.
- 🚫 Don’t use this method to manipulate your users.
Fitt’s Law Close and large interface elements are easier to use
Definition
Fitts's Law describes how long it takes a user to hit a target. Size and distance are important for quick action.
Example
Small or hard-to-reach mobile controls decrease usability because users need extra effort to hit the target.
Tips
- ✅ Design interactive elements to be large and easy to act with
- ✅ Place interactive elements where they are easy to reach
- ✅ Place interactive elements where they expected. For example a menu is expected to be on top
Gamification Using game elements to encourage engagement
Definition
Gamification uses elements of game playing such as points, competition, and rules to encourage engagement.
Example
Duolingo uses XP and streaks to make learning feel more rewarding and fun.
Real Life Example
Duolingo is a learning app with a concept build around gamification in order to make learning „fun“. They will use 'XP' (experience points) and 'streaks' to incentivise people to use their app more.
Tips
- ✅ Focus on a delightful and playful experience.
- ✅ Reward users for reaching milestones or completing tasks.
- ✅ Add playful animations and interactions.
Hyperbolic Discounting Users prefer smaller immediate rewards over larger later rewards
Definition
Hyperbolic discounting is a cognitive bias where timing matters more than the reward itself.
Example
Immediate small rewards after task completion can be more effective than larger rewards promised later.
Real Life Example
Amazon gained popularity by granting free shipping for orders of 25$ and more. In addition every time you buy something offer you to upgrade to amazon prime by giving you instant benefits to it like e. g. Same day delivery.
Tips
- ✅ Offer small rewards.
- ✅ The immediate accessibility of the reward is more important than the value of itself.
- ✅ Rewards motivate users to accomplish their tasks.
Loss Aversion The fear of losing is higher than the value of gaining
Definition
Users prefer not to lose something more than they value gaining something. The value of losing can feel higher than the value of getting.
Example
Amazon Prime cancellation screens focus on the benefits users would lose by cancelling.
Real Life Example
Amazon Prime provides a lot of benefits for their prime customer. On the cancelation screen they focus on the potential loss of your personal benefits you gained throughout your subscription.
Tips
- ✅ Focus on the users benefits.
- ✅ Express potential loss rather than potential gain.
- ✅ Use scarcity.
Nudge Hints that affect users decisions
Definition
A nudge guides users without forcing them. Small clues or context changes can encourage decisions and should be easy to avoid.
Example
Default reply buttons or placeholder text can encourage users to respond with less effort.
Real Life Example
Linked In makes a good job nudging users into reaction to posts by giving default messages as options.
Tips
- ✅ Use default options
- ✅ Communicate clues
- ✅ Users need to understand the benefits quickly to have an internal motivation to act
Remember
Users are more likely to remember a delightful experience.
Delighters Users remember new, unexpected and playful pleasures
Definition
Users remember and respond favorably to small, unexpected, playful pleasures when they match expectations and appear at the right moment.
Example
Mailchimp uses illustrations to add emotion during the journey of sending emails.
Real Life Example
Mailchimp has great deligthers throughout their user journey by using illustrations to add emotion to the process of sending mails.
Tips
- ✅ Reward your users after or during a task.
- ✅ Delighter users AFTER basic expectations of the product/service are met.
- ✅ Delight with playful interactions, illustrations or hints.
- 🚫 Can have a negative impact when basic expectations are not met.
Endowment Effect People overvalue things that they own
Definition
The endowment effect describes how people value items they own more highly than items they do not own.
Example
Free trials can work because people invest time into personalization and do not want to lose access.
Real Life Example
This cognitive bias is one of the reasons why free trials are often so effective. People invest time into their account (e.g., profile pictures, setting themes and colours), and then they don't want to lose access to the benefits that they have gained.
Tips
- ✅ Offer trials.
- ✅ Reduce barriers and friction.
- ✅ Personalisation/Customization increase the feel of owning.
IKEA Effect People value things higher when they created them
Definition
The IKEA effect describes how we overvalue things we are involved in making or completing.
Example
Spotify encourages new users to create playlists, which can make the product feel more personal and sticky.
Real Life Example
Spotify encouraging new users to create their own playlist. This is sticky, because once users have curated their favourite songs, they won't want to lose those playlists forever. This can decrease churn when transitioning into a subscription.
Tips
- ✅ Encourage users to create something.
- ✅ Allow customization of your products.
- ✅ Give users creative freedom.
Labor Illusion Users tolerate waiting when they can see work being done
Definition
Labor Illusion says users tolerate longer waiting times when they can see effort being made toward a result.
Example
Showing matchmaking progress in an online game can make waiting feel more acceptable.
Real Life Example
Most online games have a waiting time before players are found for your match. Overwatch for example shows you only how long you are waiting. But the user is left without any process or visual information about the status. A better solution would be to display the status about the players that were already found. With this information users tend to tolerate longer waiting time if they see how many players were actually found.
Tips
- ✅ Add visual Indicators.
- ✅ Show that work is being done.
- ✅ Display information about the process.
- 🚫 Caution: Can expose a flawed process and have a negative impact.
Negativity Bias Users give more weight to negative experiences than good ones
Definition
Users often remember negative moments more strongly than positive ones. Negative experiences can affect memory disproportionately.
Example
Frame your product around solving a bad experience or reducing a pain point.
Tips
- ✅ 1 negative emotion = 3 positive emotions.
- ✅ Show how your product/service solves negative experiences.
- ✅ Start with a question.
Social Comparison Bias The feeling of competitiveness with others
Definition
Social comparison bias creates feelings of competitiveness with people perceived as better, which can motivate improvement.
Example
Nike scoreboards and Duolingo leagues motivate users by letting them compare progress.
Real Life Example
Nike for example uses scoreboards to motivate users challenge each other to run more. This has a positive impact not only on the mental strength, running is also a healthy workout. Duolingo is a learn app which split their scoreboard into leagues to add a factor of competitiveness.
Tips
- ✅ Add Leaderboards.
- ✅ Let users compare their performance/progress with others.
- 🚫 Bad implemented social comparison can have a negative impact and cause frustration.