5 The Power of Simplicity

 

This chapter covers

  • Laws and principles for improving and simplifying the user experience of digital products
  • Cognitive biases and how they influence digital design
  • Recognizing and mitigating common cognitive biases

In the previous chapter, we explored basic design principles at the behavioral level and focused on solving usability, functionality, and accessibility issues. Now, we can dive back into the fascinating world of psychology to explore the rules behind user decision-making, how emotions influence behavior, and their application in digital design.

These concepts are tools that can optimize the user experience and make digital environments not only more functional but also more enjoyable. Each principle offers a unique perspective to refine our designs and will become your secret weapon in competing with designers who still don't use them and rely on their gut instinct only. By the end of this chapter, you'll understand these principles and how to create experiences that feel as good as they look.

Get ready to turn these insights into practical strategies that will breathe life into your designs and make your digital products more engaging and easier to use.

5.1 Simplifying Decisions

5.1.1 The von Restorff Effect: Making Key Elements Pop

5.1.2 Hick’s Law: Simplifying Choices to Enhance User Experience

5.1.3 The Principle of Least Effort: Enhancing User Efficiency

5.1.4 The Principle of Perpetual Habit: Crafting Comfort in Design

5.1.5 Fitt’s Law: Optimizing Design for Speedy Interactions

5.2 Emotion Management

5.2.1 Why Should Designers Care?

5.2.2 The Four Core Problems Biases Address

5.2.3 Common Cognitive Biases and Their Impact on Design

5.2.4 Design Strategies to Mitigate Negative Impacts of Biases

5.3 Quiz

5.4 Summary