7 psychological principles to improve UX

7 psychological principles to improve UX

User experience (UX) and user interface (UI) are essential elements in the development of websites and applications. Yet, behind every successful design lies a deep understanding of human psychology. In a captivating presentation, Saana, a developer at CERN, shared key psychological principles that can transform UX/UI. This article explores these concepts to help businesses, developers, and designers create memorable and effective digital experiences.

Understanding the difference between UI and UX

Before delving into the principles, it is important to clarify the definitions of UI (user interface) and UX (user experience):

• UI: What the user sees and touches, such as buttons, menus, and visuals of an application or website.
• UX: What the user feels when using the application, including how they interact with its features and whether the overall experience is satisfying or frustrating.

Creating a successful user experience requires balancing these two aspects while considering psychological principles.

Why include psychology in digital design?

Users often make decisions based on unconscious instincts or emotions. By understanding these psychological mechanisms, designers and developers can:

• Facilitate user decisions,
• Maintain their engagement,
• Create an intuitive and pleasant digital experience.

Let's now look at the psychological principles that drive good UX/UI design.

The psychological principles of effective design

1. Hick's Law: Limit choices to avoid cognitive overload

The more options a user is faced with, the longer it takes to decide. This can lead to frustration and premature abandonment of the application or website.

Example: Google has simplified its interface over time. Unlike its cluttered initial version, the current one focuses on a single main action: the search bar. This minimalist design effectively guides the user to the primary goal.

Practical application:

• Offer limited choices and prioritize important options.
• Ensure that the user is intuitively guided.

2. Serial Position Effect: Focus on the beginning and the end

Users remember more of the first and last elements they encounter. This can be used to highlight key information or calls to action.

Example: On Apple's site, the homepage starts by showcasing the flagship product (like the latest iPhone). At the bottom of the page, important elements (e.g., Apple Card) are also positioned to stay in the user's mind.

Tips:

• Place critical information or CTAs (Call-to-Actions) at the beginning and end of pages.
• Enhance memorization with strong visuals and clear messages.

3. Cognitive Load and Information Density

A complex or overloaded design can overwhelm users. It is crucial to reduce cognitive load by simplifying the interface and organizing information.

Example: A holiday booking app can streamline the process by limiting steps and using clear buttons to guide the user.

Best practices:

• Structure information with lists or categories.
• Make each navigation step intuitive and logical.

4. Retention and Organization Theory: Respect user expectations

Users prefer familiar and organized interfaces. Repetitive patterns (like hamburger menus or profile icons) help reduce learning time.

Example: Android uses a consistent design language (Material Design), allowing users to navigate various apps while having similar expectations.

Remember:

• Follow design conventions to improve immediate understanding.
• Organize elements so that key information is easy to locate.

5. Chameleon Effect: Use emotions to engage

User emotions are strongly influenced by design. A design that evokes positive emotions enhances engagement.

Example: The Duolingo app uses emotional visuals, like the owl that becomes sad or excited based on the user's achievements. This motivates users to continue their lessons.

Suggestion:

• Integrate visual or interactive elements that evoke satisfaction or motivation.
• Avoid intimidating or frustrating the user.

6. Accessibility First

Good design considers all users, including those with specific needs. The WCAG (Web Content Accessibility Guidelines) provide standards to make the experience accessible.

Practically:

• Use color contrasts for the visually impaired.
• Include keyboard navigation options.
• Make interfaces usable for all physical and cognitive abilities.

Beware of "dark patterns": The pitfalls of unethical UX

While the above principles aim to improve user experience, some designs manipulate users negatively. These "dark patterns" harm user trust and can tarnish a brand's reputation. Here are some common examples:

• Bait and Switch: Offering a free trial period that turns into a paid subscription without clear warning.
• Hidden Costs: Adding delivery fees or taxes after the user has added items to the cart.
• Forced Continuity: Making canceling a subscription unnecessarily complex.
• Shaming: Using guilt-inducing messages, like "I don't want to protect my computer," to discourage users from uninstalling an app.
• Disguised Ads: Designing ads that resemble authentic site elements, deceiving users.

Avoid these practices:

• Be transparent about prices and policies.
• Provide clear options to disable or unsubscribe.
• Respect users by avoiding manipulative wording.

Conclusion: UX, a blend of art, science, and ethics

Creating an exceptional user experience requires a balance of psychology, aesthetics, and technology. By putting the user at the center of the design process, you can offer authentic and engaging experiences that build customer loyalty and strengthen your brand.

Key points to remember

• Less is more: Reduce choices to avoid overwhelming users (Hick's Law).
• Start and end with impact: Use the serial position effect to maximize memorization.
• Simplify: Ensure your design minimizes cognitive load.
• Be consistent: Respect user expectations with familiar patterns.
• Touch emotions: Use positive visual and interactive elements to engage.
• Make it accessible: Adapt your design for all users.
• Avoid manipulations: Eliminate deceptive practices to gain user trust.

Adopt these principles to transform your designs into user-friendly and memorable experiences. Remember: good design not only works, it makes your users smile.

Source: "Designing for the Mind: The Psychological Principles Behind Effective UI/UX by Sana Khan" - Devoxx, YouTube, Feb 19, 2025 - https://www.youtube.com/watch?v=znx9QpUfLrk