LAWS OF UX (User Experience)


Aesthetic Usability Effect 01: Users often perceive aesthetically pleasing 
design as design that's more usable.

Doherty Threshold 02: Productivity soars when a computer and its users interact 
at a pace (<400ms) that ensures that neither has to wait on the other.

Fitts's Law 03: The time to acquire a target is a function of the distance to 
and size of the target.

Hick's Law 04: The time it takes to make a decision increases with the number 
and complexity of choices.

Jakob's Law 05: Users spend most of their time on other sites. This means that 
users prefer your site to work the same way as all the other sites they already 
know.

Law of Common Region 06: Elements tend to be perceived into groups if they are 
sharing an area with a clearly defined boundary.

Law of Pragnanz 07: People will perceive and interpret ambiguous or complex 
images as the simplest form possible, because it is the interpretation that 
requires the least cognitive effort of us.

Law of Proximity 08: Objects that are near, or proximate to each other, tend to 
be grouped together.

Law of Similarity 09: The human eye tends to perceive similar elements in a 
design as a complete picture, shape, or group, even if those elements are 
separated.

Law of Uniform Connectedness 10: Elements that are visually connected are 
perceived as more related than elements with no connection.

Miller's Law 11: The average person can only keep 7 (plus or minus 2) items in 
their working memory.

Occam's Razor 12: Among competing hypotheses that predict equally well, the one 
with the fewest assumptions should be selected.

Pareto Principle 13: The Pareto principle states that, for many events, roughly 
80% of the effects come from 20% of the causes.

Parkinson's Law 14: Any task will inflate until all of the available time is 
spent.

Peak-End Rule 15: People judge an experience largely based on how they felt at 
its peak and at its end, rather than the total sum or average of every moment of 
the experience.

Postel's Law 16: Be liberal in what you accept, and conservative in what you 
send.

Serial Position Effect 17: Users have a propensity to best remember the first 
and last items in a series.

Tesler's Law 18: Tesler's Law, also known as The Law of Conservation of 
Complexity, states that for any system there is a certain amount of complexity 
which cannot be reduced.

Von Restorff Effect 19: The Von Restorff effect, also known as The Isolation 
Effect, predicts that when multiple similar objects are present, the one that 
differs from the rest is most likely to be remembered.

Zeigarnik Effect 20: People remember uncompleted or interrupted tasks better 
than completed tasks.


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