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#6 NEWSLETTER
Why is important to remember psychology in UX?
Psychology is closely related to the concept of User Experience. In order for design solutions to be even more conscious and increase sales, it is worth taking into account the principles of science - which is psychology.
Understanding how people perceive shapes, colors, typography and how they navigate pages is critical to designing usable and intuitive interfaces for digital products. Beautiful interfaces are not enough to provide a positive user experience. We need to start by understanding users' problems, behavior and motivations, and then use these insights to discover their needs and generate solutions tailored to those needs.
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Knowing
the cognitive
processes can
increase sales
Psychology plays a huge role in the design of digital products, above all, it allows designers to empathize with the user - literally, step into their shoes. Knowing psychology helps designers understand their users and create designs that enhance the user experience.
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the role of psychology in design
Understanding the role of psychology in design helps you know what psychological design principles are essential in the design process.
 Read now |
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"The study of mind and behavior. It encompasses the biological influences, social pressures, and environmental factors that affect how people think act, and feel."
Ijeoma Emeruwa
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10 the most
IMPORTANT UX LAWS
Below you will find - the most important UX laws - which certainly help in the design of digital products.
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Jacob’s Law
- Users transfer the expectations developed on the basis of one familiar product - to other similar products
- The use of existing mental models enables a better user experience
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Fitt’s Law
- The time it takes to reach your destination depends on its size and distance
- Touch targets should be large enough for users to hit them accurately
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Hick’s Law
- The time it takes to make a decision increases with the number and complexity of the options available
- Breaking down complex activities into smaller steps reduces cognitive load
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Miller’s Law
- The average person can only keep 7 (plus or minus 2) items in their working memory
- Organize content into smaller chunks to help users process, understand, and memorize easily
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Postel’s Law
- Be liberal in what you accept, and conservative in what you send
- Be empathetic, flexible, and tolerant of any action a user may take or any information they may contribute
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The peak and the end
- People judge an experience overwhelmingly based on how they feel at its peak and at its end
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The role of aesthetics
- The attractively aesthetic design evokes a positive reaction in the human brain and makes it seem as if it works better
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Effect Von Restroff
- When many objects are present, the one that stands out from the rest is remembered
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Tesler’s Law
- All processes have a core of complexity that cannot be designed away and therefore must be assumed by either the system or the user.
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Dorothy Treshold
- The system should be operational and provide feedback within 400ms. to keep the user's attention and increased productivity
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can we predict
the behavior
of users?
User experience (UX) is the emotions and benefits offered by people using a product, system, or services. Therefore, to create a successful user experience, we need to understand the person who will use it. And here knowledge of the psychology of UX design is extremely needed.
Why is important to remember psychology in UX?
- The Principle of Least Effort
People are looking for ways to complete tasks with the least possible effort.
- The Principle of Perpetual Habit
People greatly rely on their memory and habit when doing this or that task.
- The Principle of Socialization
Subconsciously take over the emotions and behaviors of other people, especially of those we like.
- The Principle of Emotional Contagion
This is why applications and websites with wallpapers are so popular — people customize their devices to feel unique.
- The Principle of Identity
Numerous psychological studies prove: beautiful people and beautiful things are always more loved and popular than unattractive ones.
- The Principle of Beauty
People choose books by their covers. Given the opportunity to choose, people choose beautiful places to travel to, beautiful houses to live in, and nice clothes to wear.
- The Magical Number Seven, Plus, or Minus Two Person can hold from five to nine things in their short-term memory.
- The Psychology of Mistakes
These are counter-intuitive, unclear, or misleading scenarios, which prevent people from achieving their goals with the software.
- Focus, Attention, and Concentration
The attention span of an adult is from ten to twenty minutes. After this short time, people tend to lose focus and concentration and get distracted by their own thoughts or the things around them.
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READ ABOUT MORE EXAMPLES
User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.
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“You design not a product, you design interaction with the user — the psychology for UX design.”
Olga Boichuk
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Color psychology studies the emotions, moods, and reactions that different colors evoke in us. This translates into all areas of life, from our homes and schools to offices. By applying insights based on the psychology of color, companies can achieve a variety of goals: from creating a positive mood in customers to increasing the creativity and efficiency of team members.
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HOW TO CHOOSE THE RIGHT COLORS?
Color is a powerful, universal, non-verbal language. It helps us recognize the difference and act instinctively towards joy, pleasure, danger, and danger.
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“The first thing we register when assessing anything is color.”
Space Refinery
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we respond
to color
differently
The choice of color is extremely important - the color itself can affect the success or failure of a project. It is important to realize that men and women perceive colors differently. Take a look at the chart below.
If you use Gmail on your browser, you may think that's the end of our newsletter. Nothing could be further from the truth!
Click "expand message" and keep reading!
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How humans react to different colors
People respond to color as individuals and as a group. We react based on our experience and our physiology. It is worth remembering that color is a perception caused by light interacting with our eyes and does not really exist on any surface. Color resides in the brain and the gateway is the retina in the eye.
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“We react to the color adequately to our experience and our physiology.”
Robert Mening
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Design Psychology:
Fast Thinking,
Slow Thinking
YouTube UX researcher Javier Bargas-Avila determined in a 2012 study that people respond aesthetically to a website in the first 17 to 50 milliseconds after viewing it. The eye takes 300-400 milliseconds to blink. Your product can receive judgment and judgment in less than the blink of an eye.
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Neuroscience of ux
Nobel laureate Daniel Kahneman’s book Thinking, Fast and Slow breaks human thought and decision-making into two systems to help illustrate the difference.
Read now |
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“It is no secret that much of what drives human behavior is subconscious. In the milliseconds after a person encounters a new app or website, millions of neurons fire and the brain makes hundreds of subconscious decisions.”
Miklos Philips
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Psychological
pitfalls
in the work
of UX Designer
When creating digital products, we must remember about the various psychological effects that our users - as well as ourselves - are subject to. We all have symbolic blinders on our eyes. Awareness of the existence of mechanisms, e.g. cognitive biases, can help us minimize their effect.
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Experimenter effect
- The experimenter effect is the falsification of the results of the experiment consisting of the fact that its participants behave in the way they believe the experimenter himself expects.
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Bandwagon Effect
- The tendency to do or believe things because many other people do or believe the same. It is also referred to as Herd Behaviour.
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Cognitive errors
- Our brains filter incoming information. This facilitates our current functioning, and protects us from the effect of overstimulation, hence such phenomena as inattentional blindness), and change blindness.
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Zero Risk Bias
- People feel better and more confident if the risk is completely eliminated instead of a mere reduction in risk.
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Framing Effect
- Drawing different conclusions from the same information, depending on how that information is presented. Frames heavily influence our interpretations and conclusions by emphasizing (or ignoring) certain aspects of a situation
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Asymmetric dominance
- Is a cognitive bias in which consumers will tend to have a specific change in preferences between two options when also presented with a third option that is asymmetrically dominated.
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Fundamental attribution error
- It is also worth mentioning the so-called fundamental attribution error. It is about the common tendency to explain the behavior of the observed people in terms of internal and permanent causes (e.g. character traits) while underestimating situational, and external influences.
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Pygmalion Effect
- The Pygmalion effect consists in behaving in a certain situation in accordance with what other people expect of us. This effect can be considered both in a positive (Galatea effect) and negative (Golem effect) context.
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Antoni Leśniewski
Antoni is Leader of UX Team. He is dedicated to clarifying the needs and solving problems of users and businesses within the framework of designed digital tools.
He is a graduate of Business Psychology at the SWPS University and a 2-year study of graphic design.
For 7 years, he worked for a boutique consulting and research agency, where he was initially responsible for data analysis, to later design and conduct research himself - mainly for retail, hospitality and shopping center clients.
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Why are UX and psychology inseparable?
The answer is simple – UX is about creating people’s experience of interacting with technology, while psychology answers the question – of how we perceive reality and how we interact with the environment as humans.
How do cognitive errors affect the design process? Is it possible to avoid them?
Cognitive errors, like all other biases, are part of our human nature and it is impossible to completely avoid them. All the biases in assessing the probability of some phenomenon, or identifying the behavior of users, and consumers, make us see the world in a distorting mirror – designers are equally affected by this, and it certainly doesn’t make the work any easier. What we can do to reduce the likelihood of their occurrence is to talk to users both before we start designing, to get to know them better, learn about their problems and their way of thinking, and to talk once we have designed something, to test our assumptions and see how our solutions are used by target users.
What do you think are the most common mistakes made in e-commerce design?
The main mistake is copying assumptions about user attitudes and behavior from other industries/products than the industry you are designing for. There are some assumptions that are universal, which apply to how we buy, but there are also specific consumer preferences for particular services/products, and addressing them can be crucial to the success of an e-commerce site.
Read now
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what else is
worth knowing?
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The Practical Guide To eCommerce Psychology
The most successful eCommerce websites use psychology to convert over three times as often as an average store, and any website can use the same techniques to increase their conversions.
Read now |
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“By improving your customer experience, you can earn better reviews and more repeat customers – increasing your conversion rate in the long-term.”
Stephen Courtney
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Understanding the psychology of shopping to increase sales
If we understand how customers search, browse and select the things they want to buy, as well as knowing what it takes to close a sale and avoid abandoned carts, it can help to present the offer and approach it in the right way to get a custom and repeatable sale.
Read now |
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“The integration of consumer psychology into the business models of real-world retail units is something that we witness every day, and your local chain supermarket is a great place to look for examples of applied consumer psychology in action.”
Polly Kay
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Persuasive Design: Using Advanced Psychology Effectively
More and more companies are using advanced psychological research to increase engagement and purchases. Now they are advanced researched, explored, and optimized to attract attention and present content, features, and functions at the right time.
Read now |
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“Emotions shape all activity in adaptive ways. In the absence of emotional markers, decision-making is virtually impossible.”
Bronwen Rees
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Design Psychology: 6 Concepts Every UX Designer Should Know
Currently, the ability to design an interface with an attractive design does not guarantee success. What makes or breaks a design is how the user thinks and perceives it at each stage of the experience. Effective design is one where the designer understands the psychology behind the user that makes or breaks the user experience.
Read now |
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“Understanding the psychology behind the users allows the designer to create an intuitive, streamlined experience where the user finds heightened usability, efficiency, and pleasure when interacting with a product. If the designer focuses solely on making things “pretty” and neglects the psychology portion, more than likely, their product will fail...”
Justin Morales
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Understanding how people perceive shapes, colors, typography, and how they navigate pages is critical to designing usable and intuitive interfaces for digital products. Knowing psychology helps designers understand their users and create designs that enhance the user experience. |
|
|
You design not a product, you design interaction with the user — the psychology for UX design |
|
|
People respond to color as individuals and as a group. We react based on our experience and our physiology. It is worth remembering that color is a perception caused by light interacting with our eyes and does not really exist on any surface. |
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We respond to color differently. When creating digital products, we must remember the various psychological effects that our users - as well as ourselves - are subject to. |
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More and more companies are using advanced psychological research to increase engagement and purchases. Now they are advanced researched, explored, and optimized to attract attention and present content, features, and functions at the right time.
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Creatures responsible for this newsletter
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Paulina Figlewicz
Paulina at Kreatik designs digital product solutions, and is also very comfortable with other stages of the entire delivery process, from UX research, analyzing business needs and goals, and creating audits - ending with the design itself.
She has extensive experience in building brand strategy and communications - but it is user experience design that has always been closest to her. She is characterized by great empathy. Privately, an artistic soul with a deep need for creation.
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Filip Krawczyk
UI designer at Kreatik. He designs websites and mobile applications.
Graduate of the Academy of Fine Arts in Warsaw at the Faculty of Painting with a specialization in the Conceptual and Intermedia Graphics Studio. Professionally, he focuses on creating modern projects, looking for interesting solutions in the area of application and website design.
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