Good To Know…

7 Principles of Design Psychology


Excerpts & images courtesy of Jacob Cass ::

The Von Restorff Effectvonrestroff

1. The Von Restorff Effect – tells us that the more absurd an element is, the more it will stand out and be remembered.

Emotions of Colorcolorpsychology

2. Emotions of Color – Color evokes emotions

Black: sophistication and power (example site)
White: cleanliness, sophistication, virtue
Red: courage, power, strength; can also stimulate appetite
Blue: calmness, peace, trust, safety (example site)
Yellow: optimism, happiness
Green: balance, sustainability growth
Purple: royalty, spiritual awareness, luxury
Orange: friendliness, comfort, and food
Pink: tranquility, femininity, sexuality

(Typical of Western Culture)

Maslow’s Hierarchy of Needsmaslawshierarchy

3. Maslow’s Hierarchy of Needs – The pyramid is designed to show the steps one must take to reach self-actualization. Think about the client’s target audience relative to the pyramid.

Hick’s Law hickslaw

4. Hick’s Law – relates to how long it takes someone to make a decision. If people have more choices to choose from, it will take them longer to decide. Fewer choices lends to quicker response.

Facial Recognition humantouch

5. Facial Recognition – People are inherently drawn to faces—so much that we see faces where there aren’t any, like on the surface of the moon or on Mars. Faces catch attention, direct focus and convey emotion.

Fitt’s Law fittslaw

6. Fitt’s Law states “the time required to move to a target is a function of the target size and distance to the target.” Essentially, larger buttons are more likely to be clicked.

Occam’s Razor occamsrazor

7. Occam’s Razor – tells us that the simplest solutions are almost always the best. Keep it simple.



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