Heuristics

Aesthetic-Usability Jakob’s Law Miller’s Law Hick’s Law Fitts’s Law Parkinson’s Law Goal-Gradient
Effect Effect

Users spend most of

their time on other
sites. This means
Users often perceive that users prefer The time it takes to The time to acquire a The tendency to
aesthetically your site to work the The average person make a decision target is a function Any task will inflate approach a goal
pleasing design as same way as all the can only keep 7 (plus increases with the of the distance to until all of the increases with
design that’s more other sites they or minus 2) items in number and complexity and size of the available time is proximity to the
usable. already know. their working memory. of choices. target. spent. goal.

Principal

Doherty Threshold Pareto Principle Postel’s Law Tesler’s Law Occam’s Razor

Tesler’s Law, also

known as The Law of
Productivity soars Conservation of
when a computer and The Pareto principle Complexity, states Among competing
its users interact at states that, for many that for any system hypotheses that
a pace (<400ms) that events, roughly 80% Be liberal in what there is a certain predict equally well,
ensures that neither of the effects come you accept, and amount of complexity the one with the
has to wait on the from 20% of the conservative in what which cannot be fewest assumptions
other. causes. you send. reduced. should be selected.

Gestalt

Law of Prägnanz Law of Similarity Law of Uniform Law of Common Law of Proximity
Connectedness Region
People will perceive
and interpret
ambiguous or complex The human eye tends
images as the to perceive similar
simplest form elements in a design Elements tend to be
possible, because it as a complete Elements that are perceived into groups
is the interpretation picture, shape, or visually connected if they are sharing Objects that are
that requires the group, even if those are perceived as more an area with a near, or proximate to
least cognitive elements are related than elements clearly defined each other, tend to
effort of us. separated. with no connection. boundary. be grouped together.

Cognitive bias

Peak-End Rule Serial Position Von Restorff Effect Zeigarnik Effect

Effect
The Von Restorff
People judge an effect, also known as
experience largely The Isolation Effect,
based on how they predicts that when
felt at its peak and multiple similar
at its end, rather Users have a objects are present, People remember
than the total sum or propensity to best the one that differs uncompleted or
average of every remember the first from the rest is most interrupted tasks
moment of the and last items in a likely to be better than completed
experience. series. remembered. tasks.